MAM

Triton to launch Rs 20 mn festive campaign for Jeet spices

NEW DELHI: Aar Aar Fragrances is set to launch a new advertising campaign worth Rs 20 million for its Jeet Masale (spices) for Diwali. For the brand, which was launched in April this year, Triton Communications, Delhi, has created seven television commercials (TVC) recently.



 

The new campaign will focus on establishing Jeet's presence in a versatile range of culinary offerings comprising paav bhaji masala, sambhar masala, hazma hajam, tadka mirch, channa masala, meat masala, chicken masala apart from the regular fare of garam masala, haldi (turmeric), dhania (coriander seed) and so on.

On the treatment of the campaign, Vivek Srivastava, executive director of Triton says, "There is a delightful dose of humour as the Jeet family tries to ward off the pesky neigbours who come to disturb their fun with meals. To add punch to the authentic flavour aspect, the branding has been embellished with a vernacular touch too. Hence, the paav bhaji masala is called Bambaiya paav bhaji and sambhar masala is called sambhar dakhini and so on."

Srivastava says, "Apart from DD, the campaign will be on air on news and general entertainment channels such as Sony and Zee. 90 per cent of the spend would be on television."

Aar Aar Fragrances had spent Rs 15 million, mainly on television-oriented advertising campaign earlier this year.

"Targeting women in SEC A and B, the position of the brand was driven by a desire in every woman's heart to be a winner at culinary tasks. Jeet Masale are her allies in making her a winner every day," says Triton’s executive creative director Aatanu Chakraborty. The media strategy included DD, DD Metro apart from cable and satellite channels.

The company has been working on its expansion plans for a nationwide presence. Initially launched with a North-centric distribution, Aar Aar Fragrances has also forayed into the western region and is also strengthening its operations in the southern market. The other players in the same segment include MDH, Everest, Catch and Ashok. Triton had won Jeet spices account in January this year.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Deloitte.jpg?itok=4oU7Xx11
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/break.jpg?itok=NI2aMi1o
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pvr.jpg?itok=x_vsjB5p
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Pursuite.jpg?itok=rXkZMDm4
Pursuite.com forays into furniture

MUMBAI: In a move to further expand its product categories, Pursuite.com, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/Digital.jpg?itok=LM0bBxXP
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/voda.jpg?itok=llTNSmks
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/smart.jpg?itok=5qxiMtZr
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/rs.jpg?itok=cJF-fG9v
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/amazon.jpg?itok=SP1ttU6t
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories