The Shell group has launched the next phase of its global corporate campaign with three television commercials that seek to give a human face to the company. This is an extension of the company's programme launched in March to debate ``its business principles and commitment to sustainable development'' with stakeholders.

The three 60 second commercials feature Shell Group employees, including a geologist and a member of a research team developing hydrogen as transport fuel for the future. The films explore their beliefs and attitudes in the context of their job and contribution to society.

Created by J Walter Thompson and shot in Brazil, Argentina, UK and the Netherlands, the commercials are part of the company's overall $ 25 million advertising campaign. The TVCs are running on international satellite and cable channels like CNN, BBC World, Star World & Star News, ESPN, CNBC and Discovery.

The TVCs will run parallel to the on-going debate on `profits and principles' through its website, local fora and a global press advertising campaign. The company intends to extend the television campaign to the press next year ``to encourage operating companies to tell the stories of their own people.''

A Dash of excitement

The new 25-sec TVC for Dash! watches from Titan--being aired on Cartoon Network, Zee and Sony--portrays watches as exciting and desirable to children in the 6-14 years age segment. This is because research conducted by the company had indicated that children found watches as a category to be `boring', `unexciting' and `not fun.' Also, the fact that children till now had to use watches primarily meant for adults, which was why the designs were mostly sober.

Thus the correct visual expression--that excites kids--for the brand was vital. It was felt that face painting (the latest fad on the choco block and with its rising popularity and creative possibilities) would make it a perfect fit for a Dash! communication.

The ad primarily targets children but is also directed at parents by prominently highlighting the Titan backing and the price affordability.

Philips goes flat out

In a bid to create awareness for its new launch--new Philips Matchline--Philips India Ltd has recently launched a nationwide print campaign. Created by Euro RSCG, the campaign highlights the aesthetic appeal and superior performance of the new range. Hence the headline reads:``Flat out gorgeous!'' According to a company spokesperson, Euro RSCG, the company has plans to unveil a television campaign in the near future. Adds the spokesperson: ``As for our ad strategy, we have positioned the product as a premium sub-brand that offers excellent vision. Like our print ads, the TVC will also highlight the sleek looks of the product.'' The campaign has been released in all the leading national dailies and magazines across the nation.

Hero rides safe

Hero Honda Motors Ltd's `Ride Safe and Good Rider' campaign is aimed at communicating the philosophy of delivering safe products and promoting good driving for the overall safety of the Hero Honda customer. Created by McCann Erickson, the ad--Hero Honda cares for your safety--invited all Hero Honda owners to attend the Ride Safe programme on October 27, 1999 at Delhi's India Gate lawns. This was the first phase of the programme, where three instructors from Japan demonstrated techniques of right driving. In the second phase, Hero Honda will communicate the launch of the 4S concept (sales, service, spare parts and safety) at Hero Honda dealerships.The focus of the third phase will be to promote the launch of the Hero Honda Safety Riding Promotion School, which will have riding simulators and safety riding tracks.