Now playing, the anthem of kitchens across Maharashtra

It’s a well-known fact that since 1960, Suhana Ambari has been the leading spices brand in kitchens across Maharashtra. And in spite of its strong legacy and a well-established, extensive regional spread, the brand has never spoken about its leadership position and its impact on food and kitchens across Maharashtra.

Recently, the brand came out with its new packaging and an evolved identity. While the main motive was to communicate this change to its lakhs of customers, the communication had to live up to the brand’s personality and its thought leadership in this segment.

While the term brand campaign is a part of our everyday jargon, this opportunity seemed special. At Setu, we decided to transform this communication into a celebration of the brand and its presence across kitchens of Maharashtra. The message (crafted by us), ‘Gharoghari Ambari’ (Ambari in every home), saluted the brand’s popularity. A jingle and a TVC took this simple yet heartfelt message to homes across Maharashtra. While the thought process and execution gave us immense delight, what happened after the TVC hit the screens across Maharashtra, was what we hoped for – a celebration across Maharashtra.

This is what the custodians of the brand gave us as a feedback about this campaign –

“We believe that the TVC, and more importantly the jingle, has been a milestone in the journey of Ambari. Usually, we look forward to sales numbers when our campaign hits the market. But this time around, we were pleasantly surprised. The jingle and more so the catch phrase (Gharoghari Ambari), has been a huge hit among people. In fact, going beyond the intended target audience, it has become extremely popular with our vendors, distributors and other people of the market, who are only obsessed with offers and numbers.”

“The TVC, and more importantly the jingle, has been a milestone in the journey of Ambari”.

As we tried to understand their perspective of what made the communication work so well, we got some interesting pointers.

“The warmth in the communication has been appreciated and has effectively delivered our message of being a part of Maharashtra’s every home. Without being boastful, it gives us and our loyal customer base, a chance to celebrate Ambari’s contribution to kitchens across Maharashtra. In today’s time, when people don’t think twice before giving a negative feedback in detail, but communicate appreciation through just likes, we felt happy when some of our customers from different cities of Maharashtra called us and praised the TVC. One memory that particularly stands out is when one of our customers called and told our representatives that the TVC feels like a complete family entertainer. We felt happy because this is exactly what Ambari spices have been doing for more than 60 years – entertaining the taste buds of people across Maharashtra”.

“Our customers called and told our representatives that the TVC feels like a complete family entertainer.”

In today’s age of analytics, there are instances when numbers alone don’t show the exact picture. The honest feedback that the brand received and the passionate manner in which they shared all the reactions with us, make us feel good about being part of a brand communication that has truly reached ‘Gharoghari’.

Crafting a reassuring brand promise in the era of RERA

Brand:
With the core objective of not just building homes, but memorable lifestyles, Rachana forayed into creating developments at the most prime locations in Pune, 30 years back. Since then, these residential and commercial complexes have stood the test of time to embellish the skyline of the city. Along with delivering what suits the customers’ needs best, Rachana Lifestyle as a brand stands strong on its sound financial background and deep-rooted values of transparency.

Challenge:
While RERA was introduced to empower the homebuyer, there was a sense of anxiety among the buyers. At this point, it was important for a sound brand like Rachana Lifestyle to communicate the fact that home buying with them was and will always be peaceful, calm, and a delightful process. Where simple things like peace of mind when buying a home is rare, Rachana promised to make the customer’s life and world better through the lifestyles they deliver. It was important for the brand communication to embody this message.

Strategy:
With an objective to cater to this challenge we devised a corporate campaign highlighting how Rachana strives to make the home-buyer’s world better. This thought was based on the idea that simple joys always make the larger difference. In a clutter where everyone was making larger promises, Rachana was making a difference by delivering simple things like peace of mind, calmness, and delight. All these factors played the key role in making the world a better place. Be it through their charitable endeavours or transparent dealings!

Execution:
We executed an extensive hoarding campaign across Pune. The thought of delivering a better world was highlighted through a clean layout and clear communication. By focusing on the three most important human aspects of calmness, peace, and delight, we created an unforgettable impression in the viewers’ minds. The serene yet expressive faces strategically placed and used as visuals, beautifully synced with our keywords. They added the right touch of warmth to make a better impact. Most of all, they reflected the philosophy of a ‘better world’ that Rachana Lifestyle works incessantly to deliver.

Results:
A brand campaign in real estate that spoke about the simple joys of life, was a refreshing change for the home buyers. This registered Rachana as an honest and believable brand in the hearts and minds of the people!  

Addressing the uncertainty of MOMs-to-be with care

Brand:
The ONP group of hospitals are leaders for medical care in Western Maharashtra. Along with being pioneers of IVF and mother & child care in Pune, ONP is known for its expertise across India and the world. The brand goes beyond medical care by providing cutting-edge treatments combined with the comfort of experienced doctors. With a specialisation in mother and child care, they have always felt responsible for catering to the challenges of maternity, addressing them with care.

Challenge:
Recent surveys in the maternity sector had made it very evident that most of the mothers are advised to go through a caesarean delivery. The escalating costs and uncertainty of a normal or a Caesarean delivery, put an emotional and financial burden on many families. Be it a normal delivery or a caesarean, eliminating the emotional and financial uncertainty associated with deliveries was the need of the hour! That’s where a brand like ONP offering quality care at a fixed cost came into picture.

Strategy:
With an objective to cater to this challenge we devised the Master of Maternity (MOM) program for ONP. The MOM program offered uncompromising care at a fixed price of Rs. 29,999/- only. This program was made available at the ONP Tulip Hospital (Gokhale Nagar) and the ONP Meera Hospital (Shankar Sheth Road) with dedicated number of beds for the MOM initiative. We created a logo for the MOM initiative to give it a distinguished identity and caring appeal. For the full benefits of MOM, we had pre-enrollments and registrations for the moms-to-be.

Execution:
With an agenda to make MOM reach the masses so as to fulfil ONP’s social duty towards women along with paediatric care, we created hoardings across Pune. The communication was clear and highlighted the benefits of enrolling for the MOM program. Along with outdoor media, we created excellent PR through a press release that established the objective of the initiative. A press kit was created to reach out in the best possible manner and make a mark. With good media coverage, we were able to create awareness amidst the masses through leading newspapers. This was accompanied by other print media in the form of letters, leaflets, and enrolment forms.

Results:
The MOM initiative and campaign generated a lot of buzz, and ONP received a good amount of registrations and enrolments for the same. Through this social endeavour, ONP was able to give their best care and support to women and their families.

Jaihind gives Pune a fashionable #SummerCooler!

With the mercury rising high, the people of Pune seem to have a big challenge lined up for the months of April and May – a really harsh summer. As people look for different ways to beat the heat, with Jaihind, we conceptualized a stylish solution to do this.

Jaihind has its own Fabric Gallery that has a wide variety of fabric options in terms of colours, designs and textures. Since linen and cotton are the fabrics most suited for summers, we decided to create a unique campaign for Jaihind Fabric Gallery.

Understanding the fact that people like to look at soothing visuals during summers, we created a ‘swimming pool like’ visual using cotton and linen fabrics. It carried a soothing feel that was complimented by a model who showcased summer fashion, while reclining in the ‘fabric pool’.Staying true to online communication trends, the campaign maintained a ‘cool’ tone by telling people to embrace the #SummerCoolers by Jaihind.

The creative process – 1st cut

The creative process – Released version

Not only was the communication topical, it was extremely stylish and exclusive,and caught the attention of Pune’s people.

Double the impact with ‘Double Seat’: AnandGram Bhandgaon

After the overwhelming response to Vastushodh’s GruhaChawal campaign in Pune, we extended the campaign to the rest of Maharashtra. To do this, we had a heavy-duty plan, with a strong emphasis on TVCs ready and rolled out on several popular Marathi GECs.

But there are times when good things line up in the most unexpected ways; ways that even the most detailed planning cannot account for. This is precisely what happened for the launch of Vastushodh’s AnandGram at Bhandgaon.

It so happened that the launch weekend of AG also happened to be the release weekend for the Marathi movie ‘Double Seat’. The main theme of the movie revolved around a couple and their journey towards owning their ‘dream home’. This meant that the movie was essentially centered on the brand ethos of Vastushodh!

We got working and quickly forged a brand association with Double Seat.

We not only included Double Seat in our TV, print and outdoor media plan, we also ran a quick contest on our Social Media platforms giving out movie tickets.

We’re happy to say that this worked to the advantage of both brands – in terms of credibility, as well as presence.

An extension of Vastushodh’s ‘Home Revolution’

For our client, Vastushodh, a renowned name in affordable housing, we had conceptualized the idea of a ‘GruhaChalwal’ or a ‘Home Revolution’. GruhaChalwal basically highlighted the problems that a common man typically faced while buying a home, and how Vastushodh was effectively addressing these issues and helping them fulfill their dreams.

The campaign received great response from the patrons. And so, when we decided to undertake an extensive branding campaign for the rest of Maharashtra (ROM), this GruhaChalwal became our core theme.

To effectively extend the campaign, which was previously restricted only to Print and Outdoor, we decided to craft TVCs on the same lines. A series of 4 TVCs, each one featuring one issue and solution that GruhaChalwal offered, was set to connect with the audience by giving their problems an actual voice.

Take a look at what we’ve created.

Sale Wah Guru in the house!

If you’ve been observing hoardings around Pune (and Kolhapur) you’d have noticed these bright colourful ones with an eye-catching character. That, ladies and gentlemen, is Sale Wah Guru. And he’s here to introduce all of us to the fundas of sale shopping.

 

It’s been such fun strategizing, conceptualizing and executing this new Sale campaign for our client Jaihind, that we’re really excited seeing it all set and ready to take the town by storm. Stay tuned over the next month or two, for some great shopping tips from Sale Wah Guru!

Taking UrbanGram™ to Baramati

After making Vastushodh a well-known name in and around the city of Pune, it was a matter of great joy to take this trendsetter in affordable living to the city of Baramati. The launch of UrbanGram™ at Baramati meant the city was now privy to a housing option that was built on a large scale and featured all the amenities required to make affordable living, comfortable. This was a first for Baramati, a city where individually constructed structures was the norm.

Keeping this in mind, we decided to center our creatives around the vast wealth of amenities and the idea of gated community living to hook the attention of Baramati residents. We did this by offering them a glimpse of the layout, which gave them an idea about the massive scale of living that UrbanGram™ provided.

Research, strategy and communication came together in this campaign, to make a place for UrbanGram™ in the hearts and minds of Baramatikars!

Riding the digital wave!

On Social Media, constantly changing trends means you have to be quick on your feet. And we proved this yet again with an impromptu ‘Flash Contest’ we held for W­ādeshwar.

It all started off very unpredictably. While monitoring the current trends in the city on Twitter, we noticed that everyone was conversing about the release of the movie ‘PK’. Hashtags like #PKjaana #PKaana and #PK were trending, indicating that people were keen on watching the film as soon as they could lay their hands on some tickets.

And so we decided to jump on the ‘PK bandwagon’ with a contest of our own to surprise W­­­ādeshwar’s fans & followers. Over the next 15 minutes, we booked a few tickets to the evening show and formulated a quiz style contest we could host on twitter. Fans and followers simply had to answer the questions correctly to win movie tickets.

Within an hour we executed the entire contest, right from conducting the contest to contacting the winners with details of their tickets. With 43 tweets and retweets in the time-frame and five winners being picked, the engagement levels were raised with this quick initiative. More importantly, though, we offered a great experience to the social media audience, which culminated with them having an unexpectedly fun evening at the movies!

One God. One BIG Celebration.

Ganesh Utsav has a special place in the heart of Punekars. So this year, to make this occasion even more special we decided to conceptualize a ‘Maha Celebration’ for our client, Sakal. This celebration would be an umbrella for a plethora of activities that would not only celebrate this festival like never before, but also bring out the essence of a ‘communal celebration’ that engages people and brings everyone together.

After a lot of deliberation, we decided to call the event ‘Bappa Morya’, a refrain that encapsulated the spirit of Ganesh Utsav. Very apt, since this is exactly what this initiative had set out to do.

Under ‘Bappa Morya’, we conceptualized a bouquet of activities each catering to various sensibilities.

 

 

We, at Setu, are happy to have played such a pivotal role right from naming this event to seamlessly executing every aspect of it. Content, Communication design, Strategy – all came together flawlessly, to realize this massive celebration. It was almost as if Bappa was watching, and giving us his blessing every step of the way!