Hindustan Unilevers shampoo brand Close Up partnered
with Navbharat Times, for the first time to release talking
The ad was released on the occasion of Mothers Day in
NBTs Delhi and NCR editions.
The media agency working on the project is Mindshare.
Times of India had earlier carried a talking advertisement
for Volkswagen in September 2010. The Close Up ad in NBT was
not just a talking ad; it also sought to make the newspaper
a musical greeting card for moms. The company created a special
four-page supplement that would serve as the greeting card
with a musical chip playing out the Mother's Day greeting.
Sunday's NBT was inserted inside the same.
GM Hair Care Srinandan Sundaram said, "The objective
was to create brand salience for the Clinic Plus brand which
has been positioned as a shampoo for mothers and daughters.
The insight was to use the occasion to express the unspoken
love that exists between the two."
Sundaram felt that NBT was a natural choice with its reach
coupled with the fact that most of the consumers were Hindi
principal partner Amin Lakhani said, "Mindshare Fulcrum
finds innovative ways to connect with consumers especially
in leveraging the print medium to the fullest. We seek to
engage the consumer through 360 degree initiatives. With Times
we have done fragrance newspaper for Bru Coffee in TOI, Kisanpur
in Bombay Times and now the talking musical greeting card
for NBT Delhi and the NCR editions."
The exercise was for 600,000 copies for which the planning
started almost two months in advance.
BCCL president Arunabh Das Sharma added, "We are very
happy to partner our leading language brand with the leading
hair care brand to create a path-breaking innovation. Such
advertising that appeals not just to the cognitive but also
the emotional senses works wonderfully."