Service quality has been the focus area for many a hotel brand, especially in the luxury segment. The target audience is paying a premium for an overall experience encompassing all aspects of the hotel stay – from the cuisine to the spa. The Taj group is in a unique position in this domain thanks to its heritage and its reputation. Their new campaign, unveiled a new identity called Tajness, through an event in Mumbai. What I liked about the branding initiative is that it is unique (it can’t be applicable to a rival brand), has a sense of mystique about it (giving a reference point to an experience which can only be felt not explained perhaps) and was revealed through an event…an experience.
It was nice to see the use of digital platforms (though the aggregation of social mentions could have been presented in a better way) including use of virtual reality to bring alive Tajness.
Apparently it is going beyond just a claim in marketing communication.
For instance, the company is bringing about uniformity in fragrance and music across its properties. It has chosen jasmine as the fragrance for its hotels, nearly 100 in all. Some of its signature dishes will also be available across its hotel brands including Vivanta and Gateway.
According to Brand Equity, Ogilvy India has done the creative conceptualization while Creativeland Asia is the agency for digital work.
2. Donate Life: The World’s Biggest Asshole
If ‘The World’s Biggest Asshole’ can be a hero by donating his organs, what’s your excuse? That’s the argument in this film which certainly arrests your attention with its approach and title.
Agency: The Martin Agency
3. Galaxy Note7: Busy Busy Busy
Brands in several categories have exhorted users to ‘do more’ and ‘be more’ – it is credible when the category has some links to being productive. A new spot for Samsung Galaxy Note 7 is entertaining because it doesn’t come across as pompous as it ‘celebrates the all-American ethos of aspiration, ambition, and the pursuit of excellence’.
Agency: W+K, Portland
4. Nike: Unlimited You
‘Life isn’t about finding your limits. It’s about realizing you have none’ says this Nike ad, a continuation of it recently revealed ‘Unlimited You’ theme. What makes it riveting is the voice over and his surprise at the way the athletes carry on when the seemingly the ad is over.
Agency: W+K, Portland
5. MINI USA: #DefyLabels
A short, crisp film which demonstrates how athletes have risen above the labels given to them, often disparagingly to become just ‘olympians’. The connect with the brand works as the car too is distinctive and stands out.
Agency: Butler, Shine, Stern & Partners
6. UNHCR: #TeamRefugees
A clever film for The United Nations High Commissioner for Refugees highlighting the plight of refugees. A team, which consists of refugees from Syria, Ethiopia, South Sudan and the Democratic Republic of Congo, took part in the opening ceremony of Rio 2016. The film juxtaposes the struggles of these refugees with visual pun on sporting events and calls for donations.
Agency: Grey, London
7. FT & Google: Hidden Cities
I liked this initiative as it showcased how media brands are embracing new technology in story telling. Sadly, premier media brands in India are still stuck with slide shows of ‘oops moments of our celebrities’.
Agency: Adam & Eve/DDB
8. Rio 2016: a round up of brand films.
Here is a round up of brands and their films for Rio 2016.
9. Google Photos
This hits Apple in the guts as its puzzling practice of having a 16GB iPhone as the base configuration means a poor user experience on iOS.
Which one was your favourite? Comment in.