PRESENTS
BOOKMARQUE VOLUME 16
Marque -The Marketing Club
HINDUSTAN COCA-COLA BEVERAGES URGES ‘PLASTIC LAO, THAILA PAO’ IN NEW CAMPAIGN Hindustan Coca-Cola Beverages (HCCB) will be kicking off the second phase of ‘Plastic Lao, Thaila Pao’ campaign in Goa, Jodhpur, Aurangabad, Mumbai and Chennai. Designed as a barter system, the campaign, which is in sync with the Government of India’s Swachh Bharat Mission,
encourages everyone to bring all kinds of plastic waste products to the mini material recovery stalls set up in different locations and get recycled cloth bags as per the exchange rates defined. The campaign also drives home the point that plastics have inherent value and they need to be recovered and recycled. In the first phase of the ‘Plastic Lao, Thaila Pao’, a multi-city social awareness campaign, since its launch in October 2019 has helped collect more than 30,000 kg of different kinds of plastics from 9 locations across 7 cities of the country.The cities covered in the first phase included New Delhi, Varanasi, Ghaziabad, Patna, Bhubaneswar, Hyderabad and Kolkata. 1
Marque -The Marketing Club
Working in partnership with United Nations Development Programme (UNDP) and various other NGOs and local municipalities, the company is now planning to double the number of cities for the ‘Plastic Lao, Thaila Pao’ campaign during 2020. Umesh Malik, vice president, public affairs and communication, Hindustan Coca-Cola Beverages, said, “All we are trying to communicate is that plastics have inherent value and can be recycled. Our objective is to bring about behavioural change needed to responsibly segregate waste at source as a first step for recycle of plastic waste. The initial response has been quite encouraging and we are hopeful that the increasing awareness will eventually bring about effective and scientific management of plastic waste in our country.”
2
Marque -The Marketing Club
WITH KRITI SANON AS NEW BRAND FACE, ITC VIVEL URGES WOMEN ‘AB SAMJHAUTA NAHIN’ ITC’s personal care brand, Vivel has roped in Bollywood actress Kriti Sanon as its brand ambassador. Vivel announces its association with Sanon with a campaign for its cooling portfolio of soaps and bodywashes.
Sameer Satpathy, chief executive, personal care products business, ITC Limited said, “Kriti is one of the most dynamic new age Bollywood actors. Vivel with its philosophy of ‘Ab Samjhauta Nahin’ seeks to inspire women to question the limits they’ve been conditioned into accepting, challenge status quo and therefore enrich their lives with confidence and fulfilment.”
With its philosophy of ‘Ab Samjhauta Nahin’ campaign, it encourages women to not compromise with their choices and their dreams. Sanon as the brand ambassador encourages women to make their own choices and live a life of no compromise. The film conceptualised by Brand David, opens in a busy traffic jam with Kriti as the traffic Police officer in the sweltering summer heat. Sanon portrays the progressive and confident woman who refuses to succumb
3
Marque -The Marketing Club
to everyday sexist jibes, voicing a befitting quick comeback, while she continues to keep her cool. “The brand’s core narrative of being more than just a beauty discourse makes it extremely fulfilling for me to associate myself with both the product and the philosophy. Vivel’s beauty is real and uncompromising and hence being the Vivel woman comes very naturally to me. As a woman with a voice, I have achieved my dreams through my uncompromising spirit,” Sanon said.
The brand message goes beyond beauty to address attitude and behaviour towards women and personifies a nuanced perspective of selfconfidence that inspires the protagonist to voice her opinion and handle the situation with wit.
The initiative calls upon women to ‘uncondition’ themselves. Question timeworn mindsets and the social fabric that tends to stereotype. Unlearn in order to learn something new. According to the company, the insight for the initiative goes with the situation of women in the society. Women in India from a very young age have been taught to conform to societally accepted ways of life. Moulding her thinking and behaviour to fit within the prescriptive boundaries of the way others want to see her. A social conditioning that leads to a life of restrictions, a life less lived.
4
Marque -The Marketing Club
TINDER PLEDGES UP TO $1MN IN FREE IN-APP ADS FOR WOMEN ENTREPRENEURS Location-based dating service major Tinder on Thursday announced it is pledging up to $1 million in inapp advertising to support women and others who identify themselves as women entrepreneurs in India.
product engineering, and design. We remain committed to our promise of opening doors for women around the world and this initiative is another step in this direction,” Taru Kapoor, GM, Tinder and Match ”We are proud to have wom- Group, India, said in a statement. en driving growth within the organisation across various func- Over 90 per cent of Tinder’s tions including management, community is between the ages of 18-30, and for any women-owned business aimed at that cohort, the ads are intended to support their business, their network and help them speak directly to potential consumers.
5
Marque -The Marketing Club
TATA MOTORS FINED RS 3.5 LAKH FOR MISLEADING ADVERTISMENT The country’s apex consumer commission, NCDRC, has asked Tata Motors to pay Rs 3.5 lakh towards compensation and punitive damages for misleading advertisements making false mileage claims regarding its car Tata Indigo. The commission observed that the customer was allured to buy the car due to the claims made in the advertisement, but test drives done on different dates showed that the car’s mileage was not as promised. The National Consumer Disputes Redressal Commission (NCDRC) directed Tata Motors to pay compensation of Rs 2 lakh to Kolkata-resident Pradipta Kundu and asked it to deposit Rs 1.5 lakh towards punitive damages withthe state consumer welfare fund.
NCDRC rejected the review petition filed by Tata Motors and upheld the state commission’s order which had directed the company to pay Rs 3.5 lakh in total for taking recourse to deceptive trade practice by way of misleading advertisement. Kundu, who purchased a Tata Indigo in 2011 after seeing an advertisement which claimed its milegae to be 25 kilometres per litre, was disappointed to find out that the car did not provide the promised mileage. The advertisement had also claimed that it was India’s most fuel efficient car and that it was an offer for a limited period. Kundu had moved the district forum after the company refused to replace the car.
6