Surf Excel's stain-free wash
To announce the relaunch of `Surf Excel', HLL has launched a high voltage television campaign comprising two TVCs, across the nation. Designed by Lintas, the campaign highlights the USP of the product: Surf Excel effectively removes all types of stains. In one commercial, the action takes place at a Lakme beauty parlour. Says a spokesperson from Lintas: ``We have shown how a reputable beauty house like `Lakme' uses our product to wash its towels. The other TVC also reiterates the magical power of the detergent.'' Currently, the television campaign is being aired on major channels across the country.Mahaan Ghee targets children
Delhi-based Mahaan group's TVC for Mahaan Ghee, developed by Foresight Marketing and Communication with a budget of Rs Rs 2 crore, is aimed at winning back those urban consumers who have stopped using ghee for cooking owing to the negative image of saturated fats.
The punch line `Vital nourishment for your child' is designed to appeal to mothers. The protagonist of the 30-seconder, two-series TVC is Alva Mukherjee who tries to teach her daughter-in-law the traditional benefits of pure ghee. The ads are being shown on Star Plus, where Mahaan is sponsoring the serial Dhund.
The first ad shows a grandmother making a presentation on Mahaan Ghee for her grandchildren. She tells the audience that she does believe in using refined oils and that ghee is vital nourishment for a child's healthy growth.
Sprucing up Eternit's image
SSC&B Lintas' print campaign for Eternit Everest Ltd is aimed at transforming the image of the company from a grey sheet manufacturer to an international building expert offering complete building solutions. The strategy is to present Eternit as a part of the Indian landscape - a company that is changing the Indian skyline with its international portfolio of building materials like e-board classic, promat passive fire protection systems in varied colours, texture and styling.
Card benefits
In a bid to create awareness for its new `International Debit Card', HDFC Bank has unleashed a nationwide print campaign comprising five press advertisements. Featuring Sachin Tendulkar, the print campaign highlights the flexibility and convenience factor of the card. ``With this card, you can get access to your bank account anywhere across the globe. With different creatives, we have highlighted the different benefits that you get from the card,'' explains a spokesperson from FCB-Ulka.
As for its media strategy, the agency has released the campaign only in leading newspapers across the nation. ``My HDFC Bank International Debit Card is like an ATM card I can shop with. That's like hitting a double century! '' says Sachin in one of the press advertisements.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.