Percept ICE executes Dealers Conference for Havells in London

Percept ICE managed the Annual Dealers meet of Havells India, one of the largest and fastest-growing manufacturers of electrical components and systems. The lavish gathering of leading Indian and international dealers took place at the Grosvenor House Marriott Hotel in London.

Percept ICE executed the event in three elements; TV Personalities Mona Singh and Vishal Malhotra hosted Bollywood Dreams an entertainment filled section of the event where all guests were requested to prepare a skit/dance and perform on their favourite Bollywood songs or Movies. The Conference theme was ‘Power of One-Together we make it happen’, along with a motivational speech by renowned Indian cricket commentator and journalist Harsha Bhogale who made the conference interactive with audio Visuals of dealers PAN India talking about their experiences with the brand. The conference was followed by the Award night called Havells Power Awards where guests walked the red carpet feeling like true superstars. There were live performances including Can-Can, Moulin Rouge, Salsa and Bollywood dance by international artists. The main attraction was Magical Jerome Statue Act and the Quick Costume change act which depicted INDIA as a strong brand.

“We are honored that Havells have chosen and recognized Percept ICE for creating and executing their event. With Havells we have launched, acquired and created a whole new range of events internationally and expanded our reach into the electronics industry. We congratulate Havells on their successes.” said Riddhi Merchant, Manager, Brand Activation, Percept ICE.

The Havells Dealers meet attracted more than 550 guests, including celebrities and business leaders to rejoice their association with Havells.

Percept Activ manages workshops for Canon

Percept Activ managed workshops for Canon DSLR. The Canon DSLR Workshop project account was won post a multi-agency pitch. The workshops are structured to offer a broad preview of the Canon DSLR range of cameras, their USP and professional photography tips by industry experts. The workshops were held in 20 cities across India and included Salem, Coimbatore, Kannur, Cochin and Vijayawada from the South; Patna, Ranchi, Siliguri, Shillong and Bhubaneswar from the East; Nadiad, Bhuj, Mount Abu, Pune and Satara from the West; and Bareilly, Rudhrapur, Gurgoan, Ludhiana and Gorakhpur from the North. These photography workshops are targeted at professional photographers, mainly from the wedding and fashion industry.

Speaking about their association with Canon, Sanjay Shukla, COO, Percept Activ said: "We have been associated with Canon for the past three years and have done numerous rural projects for them. Through this activity, we wanted to create awareness for the SLR category in tier two cities. We plan to cover 80 odd metro cities by the end of the year."

Commenting on the initiative, Jay Pillai, Marketing Head, Canon said, "This activity was held in 20 locations across India, through which we showcased the technology of Canon and the DSLR range. Through this activity, we plan to highlight the best options that photographers have in high technology from Canon. This was a multi-agency pitch after which, Percept Activ was chosen to manage and execute the workshops across all the locations."

Percept Out of Home unveils Future Group’s newly launched 3rd Central Mall in Bengaluru

Future Group roped in Percept Out-of-Home to execute the outdoor campaign of their newly launched 3rd Central Mall, the leading lifestyle retail format from the group. The campaign kick-started on April 28, 2011 in Sarajpur, Bengaluru, and targeted the youth. With an objective to highlight the new launch of the mall and expose the brand ‘Central’ to new customers in new locations, Percept OOH used conventional media messages on billboards, pole kiosks and mobile vans. The application of neon on the 3rd Central portion was the creative strategy behind the campaign that created an unforgettable impact on the audience.

Commenting on the activity Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home said, “The task was to create the desired awareness within the specific catchment with the help of OOH media. The plan went according to the brief and the client was comfortable with the tasks executed. The client rated the overall response of the target group and the success of the campaign as ‘Good’.”

Having a mall presence pan India, Central is owned by the Future Group and is spread across cities like Ahmedabad, Bengaluru, Hyderabad, Pune, Mumbai, Vadodra, Gurgaon, Indore and Jaipur. The mall positions itself as one of the ‘seamless malls’ in India, comprising some of the best known brands and offering the ultimate shopping experience to Indian customers. The effective strategies and flawless execution by Percept OOH led to the success of the campaign, accomplishing the client’s objective of attaining maximum visibility for brand ‘Central’.

Percept Out of Home comes aboard to execute the on-ground activation for Pioneer Hybrid Seeds

Pioneer Hybrid Seeds (PHI seeds), a Du-Pont Company and market leaders in hybrid seeds, assigned duties to Percept Out of Home to promote their range of corn seeds in the corn farming belts across 6 states viz. Karnataka, Andhra Pradesh, Madhya Pradesh, Rajasthan, Orissa and Chhattisgarh. The campaign launched on April 26, 2011 with an objective to reach out to farmers across 2,230 villages during the season and communicate the brand attributes to them by engaging a team of promoters, supported by counseling sessions on the yield benefits versus the price. Percept Out of Home used specially designed Tata Ace vans, deployed with inbuilt LCD screen and acoustics to showcase the product promotion film and involved the audiences with interactive brand games such as puzzles, hooplas and ‘pin the corn’ followed by playing memorable audio jingles and distributing exciting freebies. Vital feedback was then collected and handed over to the marketing team of PHI for further execution.

Said Sanjay Pareek, President, Percept Out-of-Home,” One of Percept Out of Home - Rural vertical‘s focus industry is Agriculture and Farm Products, as they are truly the only Rural products and there is no overlap with the urban TG. Therefore the Rural communication task is more focused as there is no overlap with the mass media.”

Percept Out of Home concluded the campaign successfully, spreading the message across effectively to the set target audience and building a strong brand recall.

Percept/H wins Gitanjali Group’s D’damas account

Percept/H conceptualized the newly launched campaign for D’damas – India’s leading diamond jewellery brand, personifying bollywood diva ‘Sonakshi Sinha’. Taking forward the current positioning of the brand ‘Making everyday a celebration’ with a fresh and more relevant execution and imagery, Percept/H designed 3 TVCs – a Brand film of 30 sec, a Wedding film of 20 sec and a Diwali film of 20 sec. Directed by Kitu Ghosh, the brand TVCs were launched in the month of May 2011, and is currently on air.

Targeting women, essentially individualistic, who believe in rejoicing and celebrating even the smallest of joys and occasions in their life, the campaign proposed a change in the buying behaviour of the consumers to excite them to buy jewellery more frequently and revolves around the memorable moments of one’s life. It also captures the essence and Sonakshi’s expression of joy as she celebrates the small moments in life that bring her happiness and amplifies her beauty and appeal, making her more real and relatable.

Commenting on this activity Mr. Joydeep Dasgupta, Chief Operating Officer- West, Percept/H said, “It is very exciting to work on a luxury brand like D’damas. The team was inspired both by the brand and the star representing the brand. The films expressively capture the essence of the brand proposition - celebrating every moment.”

Excited about her association with D’Damas Sonakshi Sinha said, “It feels great to be the brand ambassador of D’damas! I connect with D’damas because I personally live each moment to the fullest and believe in celebrating life. D’damas adds celebration to both ordinary and even the everyday special occasions. When I want to celebrate any happiness in life I turn to D’damas.”

Percept Pictures brings ‘The New Adventures of Hanuman’ Season 2 to the small screen

After the success of its first season which featured 13 episodes in 2010, the second season of ‘The New Adventures of Hanuman’ returns to the small screen from July 3, 2011. This 2D animation TV series is produced and executed by Percept Pictures for POGO India (a part of the Turner Broadcasting System, Inc., a Time Warner Company).

‘The New Adventures of Hanuman’ is about Maruti, an ordinary boy in a small sleepy town called Pawanpur. Maruti’s life is changed when he discovers a ‘Mace’ locket which fell from the skies. Since it originally belonged to Lord Hanuman, it turns Maruti into Bal Hanuman and he uses his super powers to vanquish evil and protect the innocent.

“After the success of its feature films ‘Hanuman’ and ‘Hanuman Returns’, Percept Pictures has extended the Bal Hanuman legacy on to the small screen too. After its successful 13 episodes of the first season in 2010, ‘The New Adventures of Hanuman’ will be back this year with 13 all new episodes of the second season and it doesn’t end here…this new season will be followed by a telefilm too,” said Sarita Patil, Head - Feature Films, Percept Pictures.

IBD India rolls out new campaign for Tupperware’s dry storage solutions – Modular Mates

Tupperware launched its third campaign of the year early this summer for its leading dry storage solutions known as Modular Mates. The campaign was created and strategized by IBD India, a wing of Percept Hakuhodu. The central theme of the campaign was based on ‘freshness.’ The integrated marketing campaign drew inspiration from the everyday kitchen story of delicious food gone stale because of a loose container. In the process, the campaign, like in the previous ones, adopted freshness and hygiene as an experience that one gets with Tupperware products.

“The strategy at its heart is insightful, simple and appealing”, said Jyotsna Chauhan, COO, IBD India. “How many times has it happened that you open a jar of biscuits only to find that it’s gotten soggy, or for that matter that your favourite pickle has fungus or more commonly sugar cubes being savoured by ants. All these ‘anti-freshness elements’ devour us of the freshness of food. And that’s what the communication is all about.”

Jai Singh, Senior Creative Director, IBD India said, “Tupperware is synonymous with freshness. The campaign dramatizes this fact using a simple idea of a post-it note being used as an eviction notice to all anti-freshness agents, by a housewife. This was also followed up with a digital campaign on Facebook which got housewives to write their version of the good bye note/eviction notice. Both have had an overwhelming response. We received 7000+ letters and still counting.”

Elaborating on the campaign, Anshu Bagai, Marketing Director, Tupperware India said, “By its design itself, these products are unique, that is they have been designed according to the kitchens of the Indian homes – making it stackable and organized. After our discussion with the team at IBD we realized that the air-tight lids, leak-proof locks and most of all the virgin plastics USP gave us an opportunity to own the domain of freshness on a health and hygiene platform like no one else.”

IBD India bags Radius Infratel’s integrated brand communication biz

Radius Infratel, an integrated telecom infrastructure company, appointed IBD India, a division of Percept Hakuhodo, for creative and communication solutions. The agency will work on the strategy and creative deliverables of Radius Infratel and will be focusing on making Radius a preferred brand in the Shared Fibre To The Home (FTTH) domain, which as of now is a virgin territory in terms of communication, and establish the solution NANO as a future-smart move.

The basic plank for the entire communication plan for Radius is based on its proprietary and technology called NANO (Neutral Access Network Operations). The concept of NANO is to provide a unified last mile solution on optic fiber that allows users to access internet speeds upto 1 Gbps, video intercoms, IPTV HD networks, home automation solutions and much more. Unlike conventional FTTH networks, where the network carries only one service from one service provider, NANO carries multiple services from multiple service providers, all on a single strand of fibre.

Commenting about Radius’s USP Jyotsna Chauhan, COO, IBD India Pvt. Ltd. said, “The basic concept of NANO itself is pretty exciting to say the least. Imagine surfing the internet at speeds that we’ve seen only on papers. IPTV, landline phone, WiFi connection, internet connection everything come through a single fibre. The surveillance cameras in your complex, the home automation systems are all connected through a single fibre. That’s a clean and clutter-free ambience. It’s a big world of possibilities hosted in a single strand of fibre. And that for us is a big talking point, one that gives Radius an edge in their communications strategy. With our unique communications plan, we are sure to strengthen the presence of Radius Infratel in the market.”

Elaborated, H. S. Singh, Managing Director, Radius Infratel Pvt. Ltd said, “When we set out to shortlist on an advertising agency for our growing communication requirements, we just had one dominant thought in our mind – comprehension and simplification. That’s because for the common man to benefit from Radius’ technology, it is important that it should be taken to him in a lucid and insightful manner. After various rounds of scrutiny and discussions, we found IBD India, as a team of individuals who understood the nature of our business inside out and came up with simple but excellent solutions.”