MAM
Sab to launch new brand campaign “Sabka waqt aata hai…”
Mumbai: Multi Screen Media‘s family entertainment channel Sab is launching a new brand campaign with the message, ‘Sabka waqt aata hai, Toh bhaiyo aur behno sab mil-julke raho. Kyunki asli mazaa sabke saath aata hai.‘
The new brand campaign reinforces the brand Sab‘s promise of ‘asli mazaa sabke saath aata hai‘. The earlier legs of the campaign were ‘Asli Mazaa Sab Ke Saath Aata Hai‘, ‘Aur Bhi Asli Mazaa Sab Ke Saath Aata Hai‘, ‘Zindagi ka Matlab toh Apno Se Naata Hai, Asli Mazaa SAB Ke Saath Aata Hai‘, and ‘Ab Bachche Bachche ko bhi Samajh mein Aata Hai, Ki Asli Mazaa SAB ke Saath Aata Hai‘.
Sab EVP and business head Anooj Kapoor said, “The brand films further reinforce the channel brand promise that real fun lies in celebrating life together. The humour and messaging in them is as smoothly interwoven as in our shows. We are confident that these brand films would further strengthen the brand.”
The new brand campaign consists of three films which are funny and entertaining. The storyline for the three campaigns is similar. The Television commercials talks about the comeuppance a bullying character receives after years of having persecuted the underdog. Every dog, after all, has his day, as the saying goes, and it‘s sharply captured by the adage ‘Sab Ka Waqt Aata Hai!‘, the channel said.
The TVCs are conceptualised by Everest Advertising. They have been directed by Abhijit Chaudhary, who is credited for commercials like Happydent, Kurkure, ING and Mastercard.
Ad films-
One of the ad films is about a student who is not very good in Maths and is constantly punished by his teacher. The child grows up to be a doctor and the teacher lands up at his clinic for treatment. The look exchanged between them says it all.
The other script is about two brothers with moustaches, the older one constantly reminding the younger one about the fact that his moustache is longer. One day, the barber accidentally chops his moustache off, putting paid to his vanity and giving his humble brother his day in the sun.
The third ad is about a tyrannical saas who traumatises her timid bahu, only to find that the tables inevitably turn one day, punishing her with her just desserts. Poetic justice can be funny too.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
