The agency married creativity with technology and changed the way India shops with the world’s first 24 hour Facebook live during India’s Biggest shopping festival – Big Bazaar’s Sabse Saste 5 Din
Big Bazaar revolutionised the way Indians shop back in 2006 when it started India’s biggest shopping festival – the Sabse Saste Din Sale. For the last 12 years, every year Sabse Saste Din takes over the country around 26th January with customers lining up for hours and making several preparations to get the best deals out of India’s biggest shopping festival.

But the millennials are now surrounded by shopping festivals from every offline and online retailer, turning exciting deals and discounts into an annual monotonous ritual. Big Bazaar wanted to break out of this clutter and create a more authentic connect with millennials who spend hours on social media everyday looking for ways to keep themselves entertained.

We decided to marry the energy of the biggest shopping festival of India with the excitement of entertainment. Law & Kenneth Saatchi & Saatchi partnered with Facebook and Big Bazaar for the World First 24 Hour Facebook Live Shopping Entertainment Show. The campaign broke through shopping festival clutter and bridged the gap between a digital first millennial consumer and the offline retail giant.
This was the first time in the world that a retail giant reached out to its customers individually on their phones – not just with exciting exclusive deals but with live entertaining content crafted around those deals.

Law & Kenneth Saatchi & Saatchi has always pushed the envelope with its work. It has been one of the few agencies in the country that has truly embraced digital media and the technology world. Keep an eye on them, 2018 is going to be the year to watch out.

Campaign Results

First of its kind campaign even by global standards – The campaign broke the barriers between offline and online – driving customers from a completely online platform to a traditional offline hypermarket with skyrocketing sales.

We had over 10 million views in just a 24 hour period, 1 Lac coupons, translated into 3 lac walk-ins with 62% redemptions and the highest ever sale on 26th Jan, breaking all previous records.

Pawan Sarda, Group Head – Digital, Future Group says
24 Hours Facebook live for “Sabse Sasta 5 Din” is one of the most exciting marketing ideas we have built in recent times. Thanks to Facebook and Law & Kenneth Saatchi & Saatchi to come together with us to make this happen. It was a challenging project as we had to create content for 24 hours. We created an entertaining programme with leading Bollywood and television influencers for our viewers and with M-coupons we were able to drive them to the stores. The most exciting part though, is that 10 million people viewed it real time. I am not sure if anyone has done anything like this before, but I can imagine this to be the biggest online to offline initiative.

Anil K Nair, Managing Partner, Law & Kenneth Saatchi & Saatchi says,
Our biggest challenge was how to make the country’s biggest shopping festival interesting for millennials, especially considering habitual discounting has become such a hygiene across both offline and online retailers. We were very clear that we didn’t want to use social media for the sake of it. This 24 hour live entertainment event turned a monotonous transactional exchange into an authentic engaging experience for our customers and fans. We couldn’t have done this without The Big Bazaar team and Pawan Sarda supporting this maverick idea all the way. It is a matter of great pride that an Indian brick and mortar retail brand is showing the way to the rest of the world by creating such a world class contextual branded content and digital event.

Credits
Client: Future Group
Creative agency: Law & Kenneth Saatchi & Saatchi
Managing Partner – Anil K Nair
Executive Creative Director: Rohit Malkani
Creative team: Ishan Mehta, Richa Aggarwal, Chagas Ferdinando, Prashant Sukumar, Sonika Aggarwal, Prashant Gawde and Akshay
Planning Team – Aarti Samant, Ishita Samaddar
Social Media – RoshnI Donny, Sagar Sali
Account management: Shailendra Shyamsukha, Vineeta Wadhwa, Murali Mohan
Production house: Trigno Media
Director: Shariq Patel

More from #IndiaChalaShopping- Sabse Saste Din, Campaign by Big Bazaar

Take 2 minutes to know something amazing. You will get the best deals on your favourite snacks and just about everything you love, from 24th to 28th January, 2018 at Big Bazaar. Come, be a part of Sabse Saste 5 Din. #IndiaChalaShopping pic.twitter.com/EvATfpsFEn

— Big Bazaar (@BigBazaar) January 17, 2018

Raj Shekhar tells us how he discovered the madness behind Sabse Saste Din while riding his rickshaw, two years ago. And then, as expected, he too became a part of it.
Khushi ka Meter Down

Passion that goes behind every Sabse Saste Din by Big Bazaar

This Ad Campaign is related to:
Sabse Saste Din, Law & Kenneth Saatchi & Saatchi, Trigno Media, shopping festival, Future Group, India biggest shopping festival, 24-hour FB Live streaming, Live Shopping Carnival, #IndiaChalaShopping, hypermarket, Digital Marketing, Creative Advertisement, Influencer Campaign

The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. The agency will be responsible for the ATL (Above The Line) as well as BTL (Below The Line) creative mandates.

The Muthoot Pappachan Group, with a reputation that has been shaped over 130 years of high quality practices, total customer satisfaction and steady growth, is a legacy built on values of trust, truth, transparency and tradition and has become one of the top business houses today, particularly in helping the common man fulfill his dreams.

Commenting on the agency appointment, Anil S. Nair, CEO & Managing Partner at Law & Kenneth Saatchi & Saatchi India says, “It is particularly exciting to be chosen as Muthoot Pappachan Group’s consolidated AoR. It is rare to see a group who adds so much value to the customers’ lives and creates life enhancing impact.”

Sanjeev Shukla, Chief Marketing Officer at Muthoot Pappachan Group says, “The agency has demonstrated a deep understanding of the categories, with offline and online integration. We have faith in their ability to do justice to our mandate and more importantly, in their passion, involvement and commitment. Our Group’s credo is Believe in Blue and we look forward to partner with Law & Kenneth Saatchi & Saatchi in our journey to take Blue Muthoot beyond the blue skies.”

This Article is related to:
Law & Kenneth Saatchi & Saatchi, Muthoot Pappachan Group, creative mandate, Saatchi & Saatchi, multi-agency pitch, Digital Agency, Advertising News, Latest marketing news, Advertising Agency news, Creative Agency

Specially designed with dual tone colour combinations in mind, it comes with a range of exclusive themed personalisations. This is accentuated by CAPTUR’s signature Innovative Lighting System and state of the art technology like the One Integration which intuitively connects the car and driver.

Mr. Virat Khullar – Head of Marketing, Renault India said…

“We are one of the youngest Auto brands in India….and understand that today’s new India with its evolved sensibilities appreciates and demands nothing but the best.

The Captur, with its stunning design epitomizes class and will excite this evolved Indian consumer. Through the campaign we wanted to add a new dimension to the world of SUV’s… that of “India’s most stylish SUV”.

The campaign to communicate the launch of the car was created by Law & Kenneth Saatchi & Saatchi.

The ad film has been directed by Matthias Berndt and features Ranbir Kapoor. It showcases the Captur’s irresistible style and looks, with movie star Ranbir Kapoor getting mesmerised by the Captur.

Kartik Smetacek – Executive Creative Director, Law & Kenneth Saatchi & Saatchi said “From the moment we saw the Captur at the factory in Chennai, we knew its looks were the big story. So the task for the film was to showcase the car, while using Ranbir to add charm and memorability.”

Vivek Kumar Duggal – Senior Vice President, Law & Kenneth Saatchi & Saatchi says, “The Captur with its refined good looks exudes a sense of style and sophistication. Our film, sought to highlight this through the effect the car has on our brand ambassador…himself a veritable style icon.”

The Captur is available in Diesel and Petrol and introductory price starts at 9.99 lakh ex-showroom price all India.

Credits:
Client: Renault India
Creative agency: Law & Kenneth Saatchi & Saatchi
National Creative Director: Charles Victor
Executive Creative Director: Kartik Smetacek
Creative team: Thomas George, Divakar Shetty, Rishabh Dave, Srijith Nambiar
Sr. Vice President: Vivek Kumar Duggal
Account management: Pritish Nathaniel, Vinid Venugopalan, Nikhil Kamat, Pushpaanand Natrajan
Production house: 100 frames
Director: Matthias Berndt

This Article is related to:
Renault, India, Law & Kenneth Saatchi & Saatchi, 100 frames, Auto brands, Renault CAPTUR, premium class cars, SUV, Best SUV’s, technology, Automotive ads, automobiles, Matthias Berndt, Ranbir Kapoor, Brand TVC, Product Campaign

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.

Watch the video

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

The account which was won following a multi-agency pitch / discussions, will be handled by the agency’s Mumbai office. The agency will be responsible for the integrated communications mandate of the brand.

With experience spanning over 30 years and expertise that successfully manages over 30 resorts across India, Sterling Holidays now plans to redefine the holiday and leisure hospitality space.

Commenting on the win, Anil S Nair – CEO and Managing Partner, Law & Kenneth Saatchi & Saatchi India says, “Sterling Holidays is a leading holiday company in India with diverse vacation options for the avid traveller. They are at a stage where they are infusing a fresh perspective to holiday experiences in the country. We are very excited to partner them to chart out the next chapter of exciting holiday experiences for the Indian customer.”

Peshwa Acharya – Chief Marketing Officer, Sterling Holiday Resorts Limited adds, “We are in the business of creating Experiential Holidays for our guests. Consumers today want holiday experiences that go beyond great rooms, outstanding locations and wonderful food, and that is what we would provide. In line with this, we found L&K Saatchi & Saatchi’s strategy and approach in sync with our brand ethos and believe that their innovative ideas will enable us in creating impactful brand communication. We are excited to have L&K Saatchi & Saatchi as our creative partner.”

About Sterling Holiday Resorts Limited:
Sterling Holiday Resorts Limited is a leading leisure hospitality company in India. Sterling was incorporated in 1986 with the vision of delivering Great Holiday experiences to Indian Families. To achieve this vision, the company pioneered Vacation Ownership in India and set about building a network of leisure resorts at some of the best holiday destinations in India. Currently, Sterling has 29 resorts located in Agra, Anaikatti, Corbett, Daman, Darjeeling, Dindi, Dharamshala, Gangtok, Goa, Kanha, Karwar, Kodaikanal, Kufri, Lonavala, Manali, Munnar, Mussoorie, Nainital, Ooty, Puri, Sariska, Shirdi, Thekkady, Wayanad, Yelagiri and Yercaud. The company also has 16 additional sites where it plans to add new resorts in the coming years.

Sterling Holiday Resorts Limited is now a 100% independently managed subsidiary of Thomas Cook (India) Limited (TCIL), India’s leading integrated travel and travel related financial services company. TCIL is a part of Fairfax Financial Holdings Limited, a $38.2 billion global investment and insurance holding company, headquartered in Toronto, Canada. Fairfax’s portfolio of companies includes several well-known global companies in the insurance, re-insurance and restaurant chains sectors. In India, Fairfax has a majority holding in TCIL, and has also co-promoted ICICI Lombard. In 2012, through its Indian investment business, Fairbridge, Fairfax stepped up its pace of acquisitions commencing with TCIL, and subsequently Ikya Human Capital Solutions (now Quess) and in 2014, Sterling Holidays Resorts Limited. Most recently Sterling Holidays acquired ‘Nature Trails Resorts Private Limited’ – an adventure holiday company that operates resorts at four unique destinations in Maharashtra.

Website

This Article is related to:
multi-agency pitch, Sterling Holiday Resorts Limited, L&K Saatchi & Saatchi, travel, Thomas Cook, Law & Kenneth Saatchi & Saatchi, P&G, Renault, Dabur, Hero Motocorp, Emirates, Godrej, Jockey, Reliance, HSBC, Thomas Cook, Idea Cellular, Kalyan Jewellers, Kent, Exide Life Insurance, Brand News, Advertising Agency, Creative Agency

Indian tourism sector is growing at 7- 8% annually but ironically our country is the 4th most vacation deprived nation in the world. Indians are still very reluctant and subject to procrastination when it comes to taking a Holiday.

To fillip travel and holiday bookings, Thomas Cook India has launched the ‘Grand India Holiday Sale’ (GIHS) campaign again this year.

While GIHS offers unmatched deals on vacation packages, the films encourage us to take a break from our all-important work lives, and that the world (read workplace) will not collapse if we really went on a holiday.

Created by Law & Kenneth Saatchi & Saatchi, the films are produced by Spotlight Films and directed by Amit Satyaveer Singh. The campaign will run primarily on digital – YouTube and Facebook supported with print and outdoor.

Speaking about the campaign, Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, and Thomas Cook India said, “The new films are a fun/quirky take on vacation deprived Indians and showcase our Thomas Cook Grand India Holiday Sale as the first step in encouraging people to think holidays with a slew of great offers/deals. The thinning of the divide between work and personal lives is an unfortunate reality today, which is why it’s important to just take-off once on a while and the good news is that we’ve begun to see more people doing this nowadays.”

Debarjyo Nandi, Sr. Vice President – Law & Kenneth Saatchi & Saatchi added, “Skipping or postponing holidays for work is a self-prophesized importance barometer. How many times have we thought or said something similar. Fact is we even believe it. We all see ourselves in these characters. That is what makes the films effective and entertaining.”

Credits:
Brand: Thomas Cook
Campaign: Grand India Holiday Sale
Creative Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Amol Dahanukar, Mayuresh Wagle, Pravin Margaj, Kanchan Kesari , Manvi Mahendru
Account Management: Debarjyo Nandi, Chandni Butta , Sohil Kothari
Agency Producer: Vijay Vigamal, Sudhindra Mishra

Director: Amit Satyaveer Singh
Production House: Spotlights
Production Team: Vishal Gala, Gauri Daswani, Raj Rambhia

DOP: Lawrence Dcunha
Music Composer: Anand Bajpai

About Law & Kenneth Saatchi & Saatchi: Law & Kenneth Saatchi & Saatchi, part of Publicis Groupe – the 3rd largest communications group in the world, is an integrated communications agency headquartered in Mumbai with offices in Delhi & Kolkata. With over 360 employees, L&K Saatchi & Saatchi is a full-service communications agency that specialises in strategic communication, creative solutions, social media & SEO, branded content, web technology, brand building, shopper activation, film production, live creativity, digital solutions, media planning etc. The agency manages an expansive repertoire of clients like P&G, Renault, Dabur, Hero Motocorp, Emirates, Godrej, Jockey, Reliance, HSBC, Thomas Cook, Idea Cellular, Kalyan Jewellers, Kent, Exide Life Insurance and Tuborg, to name a few. For more information, please visit: http://lksaatchi.com/

About Thomas Cook India:
Thomas Cook (India) Ltd. is the leading integrated travel and travel related financial services company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Insurance, Visa & Passport services and E-Business.

This Article is related to:
Law & Kenneth Saatchi & Saatchi, Thomas Cook, digital campaign, Grand India Holiday Sale, Indian tourism, travel, holiday bookings, vacation packages, digital marketing, brand campaigns, latest TVC’s, Holiday Offers

Hero MotoCorp, the national supporter of the FIFA U-17 World Cup starting 6th Oct in India has kicked-off its campaign with a TVC and digital engagement from today.

#PlayInspire is a montage of young, gritty, super-skilled footballers from across the country who are reveling in the football frenzy that has the nation hooked. With the World Cup being staged in India for the first time and India playing in a FIFA World Cup for any age-group for the first time, it’s a historic moment for the country and a great motivator for budding footballers who can now dare to dream.

As Football World Cup takes over India.

Debarjyo Nandi, Sr.Vice President, Law & Kenneth Saatchi & Saatchi said about the film, “It’s rare to find work and something you love come together. So this one was special for me personally. It was also a revelation to discover the amazing football talent that exists out there. Thanks to Hero being true to their cause for football, this amazing talent pool came together for this film. It was an absolute joy to work with people who are also as passionate about football.”

CREDITS:
Brand Hero Motocorp
Campaign: #PlayInspire
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team – Rahul Nangia, Sreekumar Pv, Pritam Shettigar, Clyde Galbao, Shahid Sheikh, Ketan Shinde
Account Management – Debarjyo Nandi, Amit Sharma, Rachana Chirania, Ricky Barretto
Agency films producer – Vijay Vigamal
Production House – Elements
Director – Vivek Daschaudhary
Executive Producers – Sandeep Singh Bedi and Sandeep Patil
Producer – Barkha Sawhney
DOP – Mitesh Mirchandani
Art – Anasuya Sengupta
Costume – Ayesha Khanna
Music Director – Dhruv Ghanekar
Editor – Nitesh Bhatia
Online – Vinay Amin

Watch More from Hero Motocorp.-
Hero MotoCorp- A road accident is never a theater performance or an act that people should stand and watch. #RideSafe

Hamari Pari – An effort to specifically empower the women of tomorrow. #HamariPari

The Article is related to:
Law & Kenneth Saatchi & Saatchi, Hero MotoCorp India, Football World Cup, #PlayInspire, FIFA U-17 World Cup, FIFA World Cup, digital Video, Hero Motocorp TVC, Hero MotoCorp ads, Indian motorcycle, scooter, Hero Two Wheelers, FIFA U-17 World Cup 2017

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 film with a healing touch released by Honourable Home Minister Shri. Rajnath Singh.

“Vaadi-e-Kashmir”, a short film on Kashmir, a CSR initiative of KENT RO, dedicated to Kashmir on behalf of the Nation by Mr. Rajnath Singh, Home Minister and Ms. Hema Malini, Member of Parliament, along with Mr. Mahesh Gupta, Chairman-KENT RO Systems has been created by Law & Kenneth Saatchi & Saatchi.

While dedicating this film to the nation Home Minister Rajnath Singh added “Kashmiris are an important part of the development of this nation. We wish to ensure a promising future for the people of Jammu & Kashmir’

This film showcases the warmth, oneness and love that we share with Kashmir and its people, and also serves up the magical slice of Kashmir that we all celebrate. The film is on air from today.

It endeavours to knit the people of Kashmir with the rest of the country in an open hearted, warm and compassionate message of togetherness. It is a joyful celebration of a diverse country that we inhabit, Kashmir included! The film splendidly appreciates the mesmerising beauty of the valley of Kashmir and its people.

Commenting on the film Mr. Mahesh Gupta, Chairman – KENT RO said, “The film celebrates the beauty of Kashmir and its people, and celebrates the love and togetherness that we share as a nation. The vision of this short 6 minutes film is to ‘make our brothers and sisters in Kashmir feel that the rest of the country stands with them’ and also open many more doors to bring us closer to each other. It’s a simple film which carries a message of oneness, with Purity of Heart and Intent. Just like what KENT RO stands for, Purity. It is simple. It is not driven by any political or religious agenda. Instead, it is driven by humanity and the sense of family & togetherness. India is one big diverse family and Kashmir is an integral part of our lives. And we need to celebrate it.”

Ms. Hema Malini has been the curator of this film, working closely with Mr. Gupta, Mr. Kenneth and the team to ensure this message is captured and shared with the nation. Sharing her thoughts on this initiative she adds “Ye film mere ek bhartiye hone ke naate… hamare pyare Kashmir se judne… aur hamare Kashmiri bhaiyo behonon ke dil ko chhoone ka ek prayas hai…”
“As an Indian, this film is my attempt to reach out to Kashmir and touch the hearts of our brothers and sisters in the Valley.”

The film conceptualised by Praveen Kenneth, Chairman – Law & Kenneth Saatchi & Saatchi, showcases the unadulterated beauty of Kashmir and its people. Connecting everyone in the country, the viewers will undoubtedly be left spell bound. Praveen Kenneth adds “The task at hand, keeping in mind the current sensitivity of Kashmir was challenging. We met a myriad of people, both in Kashmir and outside, to find a starting point. We had to keep it simple.

Mr. Gupta and I believe, anything can be answered and any solution is possible if there is a genuine connection between people. It’s the first step, to establish any possibilities. And we as a nation when called upon, reach out very easily across the spectrum of caste/creed/differences. That’s the beauty of this nation. And this attempt is our small contribution to creating the platform to connect people.”

This 6 minutes short film, directed by the legendary film maker Pradeep Sarkar, is a scintillating way to build a bridge of hearts, between Kashmir and the rest of the country. Shot over a period of 2 weeks in Kashmir, Pradeep Sarkar has brought alive this “Paradise on Earth.” Narrating his experience of shooting this film, Pradeep Sarkar says: “Falling in love at the age of 62 years is possible… it happened to me when I went and met Kashmir! Though it was my first trip to Kashmir, it seemed like I knew the place… the warm and friendly people just make you feel at home instantly. In this film I tried to capture her beauty… but I want to go back to capture her beauty unawares – and also to know her a little better… Believe it, we all need to know her a little better!”

The film starts with an introduction by one of the most distinguished personalities in the country, Mr. Amitabh Bachchan. His powerful presence and message are enough to keep you hooked to the film. Also shot in the backdrop of the beautiful valley of Kashmir with its stunning mountains, greenery and shikara, the video is uniquely fascinating while the youth of the country proudly showcase the love and bond. Furthermore, the outstandingly captivating song sung by Shankar Mahadevan and composed by Shankar/Ehsaan/Loy with lyrics written by Gulzaar lifts the film and the message to a whole new level.

The film calls the viewer to log on to www.dilsekashmir.com, a platform that’s been created for the people across the nation to send a message of love to the people of Kashmir. It also showcases some amazing stories of the people in Kashmir, who have surmounted numerous challenges and stood tall. It is a must visit to see the State of Kashmir in a new light.

This truly is an attempt at bringing beautiful Kashmir into the collective consciousness of the Nation and opening many doors to build togetherness and connection across the nation.

Credits:
Curated: Hema Malini
Campaign: #DilSeKashmir
Concept: Praveen Kenneth
Agency – Law & Kenneth Saatchi & Saatchi
Lyrics: Gulzar
Music: Shankar/Ehsaan/Loy
Director: Pradeep Sarkar
Supported by: Mahesh Gupta (Chairman, Kent RO)
Special Thanks: Amitabh Bachchan

The video is related to:
Rajnath Singh, Home Minister of India, Vaadi-e-Kashmir, Kashmir, CSR initiative, KENT RO, Law & Kenneth Saatchi & Saatchi, beauty of Kashmir, love and togetherness, Hema Malini, India, #DilSeKashmir, Kent RO Systems, Kent RO Water Purifiers, Latest Digital Campaigns, Social Media Campaigns, Ad campaigns, Latest brand TVC, Healthcare, Best CSR campaigns, Best CSR digital campaigns, Best CSR social media campaigns, Dil Se Kashmir

Pepperfry’s vision is to help 20 Million customers create beautiful homes by 2020. As the market leader Pepperfry has taken on the task of expanding the online Furniture category through this new 360° Marketing Campaign.

The campaign comprises 3 creative executions which will be aired on Television, across Digital Video Channels and in Multiplexes. This 360° Campaign will also include Outdoor, a bouquet of Digital Media including Search, Display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs.10 Crore.

Pepperfry staff (including the founders and CXO’s) regularly deliver Furniture alongside the delivery teams to understand customer purchase behaviour and the needs of Indian householders. The Campaign Insight is also based on extensive qualitative and quantitative research including in-depth customer interviews.

The customer insight behind Pepperfry’s new 360° Marketing Campaign is that getting furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Customers who have gone through the process of getting furniture made at home have been through these issues but those who haven’t undergone the experience of getting furniture made at home vastly underestimate the issues involved while often over estimating the perceived benefits.

Stop suffering and leave the hard work to us!

Don’t compromise, get the furniture you need on Pepperfry.com

Don’t Worry, Buy Happy with Pepperfry.com

Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience. Over the past 5 years Pepperfry has processed more than 3 million customer shipments from its highly curated merchandize range of over 1 Lakh Furniture and Home products. As Pepperfry works directly with small and medium sized businesses who manufacture the products themselves, it is able to provide great value affordable options across all price segments. Pepperfry’s specialized large item delivery fleet of more than 400 vehicles operating from 16 hubs across India today serves customers in 500 cities. Pepperfry also provides assembly and installation support to customers through a team of more than 250 carpenters across major towns and cities. All this comes together to give customers a no stress, no surprises, on time ‘Happy Furniture to You’ Pepperfry Experience.

Commenting on the objective of this campaign, Kashyap Vadapalli, CMO Pepperfry, said

“Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

Talking about the insight and idea, Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi explained; “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

CREDITS
Client – Pepperfry.com
Agency – L&K SAATCHI & SAATCHI
Creative Team – Rahul Nangia, Ipsita Ghosh; Amol Dahanukar, Lalit Bharadva
Account Management – Debarjyo Nandi, Siddharth Matalia, Mansi Shah

Couple and Granddaughter Films
Production House – Elements Films
Director – Shakun Batra
Producers – Sandeep Patil. Ricky Singh Bedi
Associate Producer – Samson Vasave
DOP – Jay Hoza (Couple Film); Tanay (Granddaughter film)
Music Director – Sameeruddin

Only Sound Film
Production House – LightBox Films
Director – Rahul Nangia
Producers – Junaid Herekar and Imran Khan
DOP – Vasudeo Rane

These TVCs features senior citizens with an aim to capture them minutes before they are about to leave for their first international trip.

While travel and tour companies are going all out to target the traditional family and youth segments, Thomas Cook’s internal research has revealed the emergence of a viable TG in India’s Gen S- senior citizens with plenty of free time and disposable income (often enough, topped up by their children) and are increasingly fit and raring to travel. The Company has hence re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well.
Silver Breaks – Senior Citizen’s Holiday Plans from Thomas Cook has been specifically created for the needs and requirements of India’s Seniors / Silvers… A large population of eager travelers who may be even traveling for the first time and are filled with apprehensions and concerns about traveling on their own especially at their age. There are many people in this world especially in India who assume responsibilities at a very early age, and spend their entire lives fulfilling those responsibilities to their parents, children, family and society. They have probably never been even beyond their own neighborhood walls or city limits, never found the time or managed to save for an international holiday. This is an opportunity for them to fulfill this latent desire which they most definitely deserve to.

The films have been conceptualized and created by Law & Kenneth Saatchi & Saatchi. The commercials have been produced by Light Box films and will be aired in cinemas, on TV and digital mediums.

Speaking about the campaign, Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said, “Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”

Speaking about the TVC, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi said, “The film features real people in their real voices. Neither of them are actors or artists. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”

About Thomas Cook India: Thomas Cook (India) Ltd. is the leading integrated travel and travel related financial services company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Insurance, Visa & Passport services and E-Business.

FILM CREDITS:
Campaign: You’re Never too old to see the World
Agency – Law & Kenneth Saatchi & Saatchi
Creative Team – Rahul Nangia (Jt.NCD), Lalit Bharadva, (Sr.Art Director), Ruchika Parab & Pritam Shettigar (Creative Directors)
Account Management – Debarjyo Nandi, Siddharth Matalia, Vinita Kotian
Director – Rahul Nangia
Production House – Lightbox Films
Producers – Imran Khan and Junaid Herekar
Music – Reuel Benedict
Sound – Anu Pujari, Shankh
DOP – Vasudeo Rane
Online Editor – Niket, Splice
Offline Editor – Vishal, Mothership