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Latest Advertising Campaign Reviews

 

Power that bonds - The Strategist

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Tata Power's new campaign reiterates 'emotional connect with Mumbaikars'

By Jagadeesh Krishnamurthy on Nov 12, 2010

Dentsu India is behind this multi media campaign which began in mid-September.

Tata Power Advertising CampaignsTata Power is currently running an advertising campaign to reinforce this bond and celebrate its journey and initiatives towards strengthening the relationship with citizens of Mumbai. Dentsu India is behind this multi media campaign which began in mid-September.

On the campaign, Rajesh Aggarwal, President, Dentsu India pointed out that Tata Power has been the lifeline to several key facilities/installations like Mumbai local trains, key hospitals, oil refineries, ports etc. “Tata Power is therefore not just a utility provider but a brand that keeps Mumbai and Mumbaikars on the move. The communication task was to underscore this and therefore deepen the bond between the brand and Mumbaikars at an emotional level. At a rational level, superior customer service, technology, transparency in dealings, and eco-friendly initiatives promoting sustainability were the factors to be flagged off for differentiation,” Aggarwal elaborated.

After the successful completion of Phase I which reinforced Tata Power’s commitment to keep Mumbai energised, the Phase II communication talks about the manifestation of the commitment in relatable terms to Mumbaikars and focuses on essential services like trains, hospitals and refineries.The communication takes cognizance of Tata Power’s serving Mumbai silently for almost a century. The 3 ads in Phase 2 flag off this role in powering Mumbai local trains, key hospitals and refineries. The creative route provides a platform for Mumbaikars to relate to the role played by Tata Power at an individual level.

The local train ad for instance is from the perspective of a daily commuter who depends on local trains and his memorable experiences thereon. The Hospitals ad is from the perspective of a first time father who is on tenterhooks awaiting the arrival of his child at a hospital while the protagonist in the Refineries ad is grateful to be able to make it in time for his child’s birthday thanks to Tata Power. This approach humanizes a category like Power and provides memorable and relatable situations for all Mumbaikars to identify with.

Tata Power Advertising Campaigns 

Phase II uses media such as branded BEST buses and local trains that reinforces the commitment and reliability which is plying on important roads and routes thereby generating the desired mind space in the minds of consumers across the city.“

Print and various OOH mediums are currently being used. The campaign has been received very positively and plans are to extend it to films and other media shortly,” he added.

Tata Power Advertising CampaignsCampaign Credits

Project title: Energizing Mumbai

Client: Tata Power

Creative agency: Dentsu MediaTech

Team Dentsu:

Account Management:

Senior Vice President and Branch Head - R.Ravishankar

Vice President - Ajay Rao 

Account Executive - Anshita Poddar 

Creative:

Executive Creative Director - Harish Arora 

Executive Creative Director - Vivek Shinde

Creative Director - Nilesh Naik 

Creative Director - Subrato Mehta 

Group Head - Ganesh Naik

 

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The Tata Power ad depicts how the protagonist and his fellow travellers have bonded in the train over the years

Spot Light | Tata Power
Reviewer: Ravi Deshpande

Chairman and chief creative officer, Contract Advertising (India) Pvt. Ltd, Ravi Deshpande has won numerous awards, including the award for Art Director of the Year twice. He has worked on brands such as Cadbury, American Tourister and Asian Paints.

Campaign

The new ad for Tata Power by Dentsu MediaTech revolves around the life of a local train commuter (Naikji). The ad depicts how the protagonist and his fellow travellers have bonded in the train over the years, highlights how Tata Power has the capacity to touch the lives of ordinary people in a city such as Mumbai.

Your first thoughts on the ad? Does it capture life in Mumbai well?

Bonding: The Mumbai local train setting strikes a familiar chord.

I liked the ad. Yes, it does capture life in Mumbai well. Local trains are the lifeline of Mumbai. There are so many unusual things hidden in the everyday grind that you notice when you’re in a Mumbai local train. No other experience can match it. And every commuter has a story. Strangers form bonds of a lifetime in local trains.

If you were to think of the same ad in a Delhi setting, how would you do it?

Well off-hand, I would probably not extend the campaign along the same lines for Delhi. Maybe start on the premise Delhi has a severe power shortage. The demand for power is much greater than the supply. In Delhi, there might be need to give out a different message. Either alternative power generation and renewable energy technologies or perhaps a message from Tata Power that even talks about “saving power”.

Most creative people regard power, infrastructure and steel as stiff categories.

Not at all. These are issues that we deal with in our everyday lives. And anything that we deal with in our everyday lives, invites personal connection. So they are not stiff categories at all. These are categories where great engineering, great research and development is involved. And consequently, should be very involving for creative people working on the communication for these categories. It’s an honour to work on such categories, they are the cornerstone on which a country’s industrial future gets built.

Can you recall an international ad that brilliantly captures the sector?

The commercial for Epuron—Wind Energy done by an agency in Hamburg (Germany). The spot demonstrates the power of wind in a very poetic way. The personification of wind—an ungainly man, misunderstood by all, disliked by all, lonely, powerful, walking by aimlessly, blowing things that come his way, is beautiful. We’ve always seen images of destruction caused by the wind. But never has it seemed more annoying than when the wind simply lifts up a woman’s skirt or ruffles a girl’s hair!

- As told to Anushree Chandran.anushree.m@livemint.com

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Tata Power : Injecting life into Mumbai's lifeline

By Ashwini Gangal, afaqs!, Mumbai, November 30, 2010

The TVC capitalises on the bond between Mumbaikars and Mumbai's local trains to position Tata Power as a brand that provides life to this lifeline of the city.

Marking the third leg of its three phase rollout, Tata Power has recently broken its first ever TVC. Phase I included print communication and Phase II utilised local train and AC bus branding, along with traditional outdoor. The third phase, as it turns out, is marked by an ad film, in conjunction with print and outdoor communication. The TVC broke on national television on November 23.

While Phase I (broken in mid-September) reinforced Tata Power's commitment to keep Mumbai energised, Phase II talked about the manifestation of the commitment, with emphasis on essential services such as trains, hospitals and refineries.

The objective of the current campaign is to reinforce the century-old bond that Tata Power shares with Mumbaikars and position it as the preferred power provider for this city.

Why the need to go aggressive on TV now?

S Padmanabhan, executive director, operations, Tata Power, answers, "We have been supplying power for commercial purposes for a long time now. However, just a year ago, we started supplying power to residential customers. Thus, the focus is now on the common man in Mumbai."

Padmanabhan goes on to tell afaqs! that the campaign is targeted across all socio-economic strata. "Right from low end users, who consume merely 100 units of power, to those residing in big metros, the ad is aimed at acquiring all residential customers in Mumbai," he says.

Basically, it is targeted at people for whom regular power supply is critical on a daily basis. The secondary audience includes opinion makers, the government, large institutional consumers and other influencers who are vital stakeholders for any power company.

The communication task, therefore, was to deepen the bond between the brand and Mumbaikars on an emotional level. On a rational level, factors to be flagged off for differentiation were superior customer service, technology, transparency in dealings and eco-friendly initiatives promoting sustainability.

The film, titled Mumbai ki lifeline, is being aired in 45 and 30 second versions in four languages - English, Hindi, Marathi and Gujarati - to cater to Mumbai's multilingual consumer base.

In the TVC, the perspective of a local train commuter (Naikji) is highlighted. It captures the camaraderie and fellowship of a journey he has been making, day after day, for the past 24 years. The film shows how the protagonist and his fellow travellers have bonded in the train and become a family over the years. A male voiceover (VO) takes the viewer through the entire film, explaining the central character's experiences and the brand's core values.

The commercial has been created by Dentsu MediaTech. The creative team comprises executive creative directors Harish Arora and Vivek Shinde; creative directors Nilesh Naik and Subrato Mehta; and group head Ganesh Naik.

The media duties for Tata Power are taken care of by Dentsu Media. Interestingly, the VO in the ad is by Arora.

Arora tells afaqs! that the challenge was to make power salient and relatable for the audience. "To do this," he elaborates, "it was essential to emphasise the philosophy and intent of the company - and also the vital role that brand Tata Power plays in the everyday lives of the Mumbaikar. It was critical that this be done in a warm and endearing manner, to strengthen the bond between the brand and the average Mumbaikar so that he/she sees Tata Power in a new light."

The media mix for the campaign includes TV, print, hoardings, bus exterior branding, bus shelter branding, train exterior branding and radio. Branding of kiosks, drop boxes and customer care centres all over Mumbai has also been done. The company's vans, shuttling around in suburban Mumbai, have also been heavily branded.

Is it a 'power'ful commercial?

For the most part, industry folk appreciate the way the brand has used local trains to strike an emotional chord with Mumbaikars.

Santosh Padhi (Paddy), chief creative officer and co-founder, TapRoot India finds the look and the feel of the ad "very local" and appreciates the casting as well.

"I loved the subtle way in which the multi-community flavour has been woven in (Gujarati, Bengali and Punjabi); it has been well captured and that's what Mumbai is all about!" he enthuses.

Paddy adds, "Nothing can connect Mumbai/Mumbaikars better than a local train. Hence I loved the 'local train device' as well. I feel that people who travel by train are far more emotional and that's the reason this piece will communicate the message to those audiences for sure. I have travelled by train during my college days - it's a different bonding experience altogether; it is very unique to Mumbai."

He adds that for these reasons, using a train to connect with Mumbaikars is a smart idea and that the emotions were captured very well in the film.

"Mumbai belongs both to the Tatas of the world, who create headlines and the paper distributor guy, who distributes the paper for his living!" he continues sentimentally.

However, he points out, "Being a giant company, it could have easily shown the biggest projects powered by the Tatas," and in the same breath, reasons aloud, "but being Tata, it has decided to take the mass emotional route, which again works in its favour."

Sambit Mohanty, executive creative director, Bates 141, says, "This film taps into a very 'Mumbaiesque' insight - that strangers in a local train form a parallel family of sorts because they bond over years of travelling together."

He thus goes on to reason that the ad "should work for the man on the street", before adding more about what he terms a "minor quibble". Mohanty complains, "I wish it were a bit more engaging when it comes to the story." However, he concludes that the execution is quite nice as the ad shows believable characters from a day in the life of a Mumbai local.

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