Brand: Nobel Hygiene
Campaign: Azadi Mubarak
"Right from refocusing the brand on 'dry pants' to 'normalizing' the problem, to a clear promise, this was an exercise in distillation of strategy to extreme simplicity. We're excited to bring this solution to the silent sufferers, and hopefully a strong brand will get built in doing that"
Kawal Shoor, Founding Partner, The Womb
“The Azadi Mubarak campaign will continue to address the issue and create awareness about incontinence while expressing solidarity with the target audience. Our entire workforce believes and knows the efficacy of our product and brand promise. All of them wanted to join in on the campaign. I am also looking forward to participating in it!”
Kartik Johari, Vice-President – Marketing and e-commerce, Nobel Hygiene
BRAND: VOLTAS BEKO
"We chose poetry and lyrical movement as the route for this film, with the most beautiful lyrics by spoken word artist Anamika Joshi. It was quite a creative leap but we are thrilled with how beautifully we have been able to depict a mother's internal dialogue, as she moves from a desire to a resolve to break free from expectations."
Parul Ohri, Chief Editor, Momspresso
“This DVC is a reflection of our commitment towards ‘Make in India’ and ‘Make for India’. The trust that our customers place in us has made us one of the fastest growing consumer durables brands in the country – we are grateful for their support, and we look forward to being their partners of everyday happiness.”
Jayant Balan, CEO, Voltas Beko
BRAND: CROMPTON GREAVES CONSUMER ELECTRICALS LTD.
CAMPAIGN: SAVINGS KARO, WITHOUT COMPROMISE
"Crompton's brand proposition of 'Let's Hangout Ghar Pe' has continually resonated well with the younger target audience. Taking the playful banter forward, the current film shows the wife trumping the husband once again. We wish to land the sharp benefit in an easy and snackable manner."
Hemant Shringy, CCO BBDO India (Mumbai)
“Our endeavour is to offer innovative sustainable solutions to our consumers. We’re constantly looking for opportunities to innovate and offer energy efficient appliances, thereby reducing our consumer’s energy consumption.”
Pragya Bijalwan, CMO - Crompton Greaves Consumer Electricals Ltd.
BRAND: COMFY SNUG FIT, AMRUTANJAN HEALTH CARE LIMITED
CAMPAIGN: ‘UNBOXING FREEDOM’ CAMPAIGN
“Unboxing is a trend we are all used to on the internet. So, we thought of using it to unbox the stories of young girls that reflect the way our society trains us to be embarrassed about carrying sanitary napkins in the open. We look forward to continued partnership with Amrutanjan in their effort to raise awareness on menstruation hygiene.”
Deepak Kumar, Chief Creative Officer at Korra
“The brown bag represents the very same stigma that society has around menstruation. The campaign urges society to free themselves of these inhibitions and make women feel more comfortable and confident while talking about menstruation. This is our attempt at unboxing the hidden freedom for every woman in India.”
Mani Bhagavatheeswaran, Chief Marketing Officer, Amrutanjan Health Care Limited,