Clinic Plus makes Navbharat Times talk on Mother’s Day

MUMBAI: Hindustan Unilever’s shampoo brand Close Up partnered with Navbharat Times, for the first time to release talking newspaper advertisement.

The ad was released on the occasion of Mother’s Day in NBT’s 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.

HUL 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 speakers.

Mindshare 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."

Latest Reads
RepIndia bags digital and creative mandate for Sleepwell

Mumbai: Sheela Foam Ltd's consumer-facing brand Sleepwell has announced the appointment of the independent agency RepIndia as its mainline agency for brand communication for all brands and categories under the Sleepwell brand umbrella. 

MAM Media and Advertising Account
GUEST COLUMN: The harm that good ads do

Mumbai: If you want to greet somebody in the morning, two things are essential. First, you have to say ‘Good Morning,’ not ‘Good Night’ or ‘Good Afternoon.' And second, you should say it pleasantly. If this combination goes haywire, you won’t get the other person to say ‘Good Morning’ to you, and...

MAM Marketing MAM
HUL top advertiser in week 2: Barc

Mumbai: Maintaining lead in the second week of 2022 (8-14 January), Hindustan Lever Ltd (HUL) delivered ad volumes of 4010.93, as per Barc data. Reckitt Benckiser India was second at 3187.2 (‘000s). Ponds India finished third with ad volumes of 995.42 Brooke Bond Lipton India, Cadburys India, ITC...

MAM Marketing MAM
Adani Wilmar IPO to open on 27 January

Mumbai: Edible oil major Adani Wilmar Ltd has announced that it will open for public subscription next week on 27 January and conclude on 31 January.  The price band of the issue has been fixed at Rs 218 to Rs 230 per equity share of the face value of one rupee each for its Rs 3,600 crore initial...

MAM Marketing MAM
Oyo launches new campaign capturing pulse of today’s travellers

Mumbai: Hotel booking platform Oyo has launched a multi-film brand campaign that will be visible across television, social media, OTT platforms, etc through January and February. The brand film features Bollywood actors such as Gul Panag, Kalki Koechlin, Chitrangada Singh and Kunal Kapoor, who...

MAM Media and Advertising Ad Campaigns
ET Medialabs bags performance branding mandate for Kapiva

Mumbai: Growth marketing and analytics company ET MediaLabs has announced its collaboration with Kapiva, a modern Ayurvedic D2C nutrition brand. The association will strengthen Kapiva’s performance branding services with an aim to build awareness and eventually amplify and retain the loyal customer...

MAM Media and Advertising Account
TBO Tek rebrands itself as

Mumbai: Global travel distribution platform has unveiled its new expression of customer-centric brand name, logo, tagline and brand identity as The customer-centric brand name along with the tagline is now: -Travel Simplified.

MAM Marketing MAM
Bira 91 partners with boAt to launch 'Boom' audio collection

Mumbai: Bira 91 and earwear brand boAt have come together to launch an exclusive ‘Boom’ limited-edition collection of audio devices. The 'Boom' collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20 January.

MAM Marketing MAM
Shauvik Ghosh joins KnowledgeHut as PR & communications head

Mumbai: KnowledgeHut, a Bangalore-based short-duration skills provider has appointed Shauvik Ghosh as head of PR and corporate communications. The appointment is part of the ed-tech start-up's plans to aggressively expand its business and drive growth in its business across its domestic and...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required