MAM
Saatchi & Saatchi conceptualises Olay’s new ad campaign
Mumbai: Saatchi & Saatchi has designed the latest Olay campaign – ‘Olay Total Effects Skin Challenge‘.
Besides taking the print, television and digital route, the campaign also involved a consumer engagement program, which gave women a platform where they could not only share their stories, but also challenge themselves when it came to younger looking skin.
The new campaign is based on the insight that for many women as life changes over the years their priorities also change at every stage. And while other things become more important, skin care takes a back-seat. Keeping this as the main focus, the campaign was divided into phases.
First, a debate was sparked off by posting controversial statements in the online media. This was then followed by a Nielsen survey. The results of the survey were shared online with the audience, which resulted in more buzz. Women were then urged to take the Olay Total Effects Skin Challenge and tell them how it made a difference to their skin and their lives. Simultaneously, to keep the interaction level high, various apps and Facebook activities were initiated.
As the campaign progressed, women started sharing their experience online – compliments that they started receiving for their younger looking skin. These were then printed as advertorials and played as T.V. spots.
The brand ambassador for Olay, Kajol, also brought this thought alive as she narrated her life story and how Olay Total Effects had helped her look young and beautiful through different stages of her life.
Saatchi & Saatchi chief creative officer Ramanuj Shastry said, “Every woman is beautiful. But as her priorities change over the years, she becomes so busy that skin care isn‘t that important like it used to be. But why should her beauty be left behind, just because she‘s married or has become a mother? That‘s why through the ‘Olay Total Effects Skin Challenge‘, women can now become and feel beautiful all over again.”
P&G Olay associate marketing director Danish Rahman added, “Olay Total Effects, being one of the leading brands in India, understands the challenges that women face every day, because of which they are unable to give enough time to their skin. So we have asked women to take the ‘Olay Total Effects Skin Challenge‘ and reclaim their beauty.”
Brands
Muttley Crew unleashes subscription treats for dogs on 5th birthday
‘Muttley Monthly’ delivers all-natural goodies with free gifts and flexible plans.
MUMBAI: Five years ago, a pack of health-obsessed humans decided Indian dogs deserved better than boring biscuits and now Muttley Crew is barking up the right subscription tree. The Bengaluru premium pet food brand, founded by Smriti Thomas, is marking its anniversary with ‘Muttley Monthly’, a new subscription model that drops preservative-free, human-grade treats straight to doorsteps.
The service offers 1-month, 3-month and 12-month plans, letting pet parents pick flavours across jerkies, biscuits and more perfect for training, rewards or everyday snacking. Boxes arrive early each month, with the freedom to pause, skip or cancel anytime. Every delivery includes an assured free gift, adding a little tail-wagging surprise to the routine.
Muttley Crew founder Smriti Thomas captured the milestone mood, “When we started Muttley Crew five years ago, our mission was to create treats that are as safe, wholesome and thoughtful as the food we choose for ourselves. This anniversary is a celebration of the trust pet parents have placed in us, and the subscription model is our way of making premium nutrition more convenient and rewarding.”
All treats are crafted with chefs, vets and nutritionists to ensure taste meets nutritional sense, no artificial nasties, just clean labels and delicious recipes. After building a loyal pack through transparency and quality, Muttley Crew now aims to turn one-off purchases into happy, habitual munching for dogs across India.
In a country where pets are increasingly treated like family, this move makes premium care as easy as ordering groceries minus the guilt, plus the wagging approval. Details and sign-ups are live on the Muttley Crew website. Who knew five years could fetch so much loyalty?
