MAM
Motivator’s ‘Pimple’ campaign for Himalaya breaks clutter this IPL season
Mumbai, 18th April, 2016: Motivator, India’s fastest growing media agency (in the last 3 years) as per RECMA 2015 has created a one-of-a-kind campaign for FMCG major Himalaya with close collaboration with ESP Properties, the entertainment and sports arm of GroupM. The innovative strategy for Himalaya Men’s Face Wash will see the brand let go off its logo for the very first time. The campaign rides on a single word ‘Pimple?’, thereby creating intrigue and sparking conversations amongst viewers this IPL.
Himalaya Men’s Face Wash has doubled its market share in its respective product category to current 8% versus a year ago with a strong distribution and smart media planning processes. The brief was to build on the momentum for the brand, where Motivator’s Team Himalaya working on their Frugal Intervention thinking framework seems to have cracked something interesting in the logo attention economy.
The envisaged strategy is being seen as a move to leverage IPL as a platform to target Himalaya’s key consumers by associating with Royal Challengers Bangalore (RCB) team. Through the innovative campaign, the problem being addressed by the brand is stated in a single word ‘Pimple?’ visibly inscribed on the caps of the Royal Challengers Bangalore team players.
All the team players will be seen sporting these caps in the ongoing matches of the tournament. This is further supported by the smart use of the lead players – Virat Kohli, Shane Watson, Sarfaraz Khan and Stuart Binny in a teaser film launched on Youtube video masthead and was timed to be played during IPL match breaks using special technology partner.
Giving his views on the overall strategy, Rajesh Krishnamurthy, Business Head, Himalaya said, “Sports sponsorship has always provided an ideal platform for engagement with Men. The Himalaya- Motivator- RCB Team however wanted to bring in innovation in this genre and developed a very engaging brand idea for IPL season. It provided us a great opportunity to build our brand in the growing men’s segment while creating excitement among the IPL fans. We are very excited with the way the campaign has shaped up, and we hope to build on the intrigue that we’ve created amongst viewers thus far.”
Adding on this, Ashwani Gandhi, Category Manager, Himalaya Men said, “It’s been an exciting campaign, performing beyond expectations. In this highly competitive Men’s category, we had to come up with an innovative way to communicate the core proposition of “Curing Pimples” and this idea does just that. With the various fields available for us to associate ourselves, sports was a natural choice and what better than Cricket. Cricketers are known for their performance, fitness, wellness and grooming quotient both on and off field. They become the ideal role model for young men to look upto when it comes to inculcating the habit of looking good and taking care of their skin problems. This communication blends perfectly our core proposition and this outlook towards cricketers, in helping us hit a sweet spot.”
Commenting on the unique campaign that has been rolled out, Zahid Shaikh, Head of South Operations, Motivator said, “In today’s day and age, branding has evolved to become more than just mere flashing of a logo. Moreover, audiences are increasingly connecting with brands on a conceptual level, rather than just plainly on a logo level, as the case has been traditionally. We are thrilled to see that the campaign has received an overwhelming response, ranking up 1.135 million views in just one single day on YouTube. It is further performing well on twitter’s trending charts, after creating a series of conversations on social media.”
“Consumer is exposed to several messages in a cluttered environment through the IPL season. If sponsorship has to work for the brand, it needs to be on the back of an innovative idea that links back to the brands promise. This is truly a brand innovation that spawned beyond just a logo presence and media spends,”opined Vinit Karnik, Business Head, ESP Properties.
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
