 Welcome back, now the 90s stood out for those iconic taglines, those sketchy jingles, you remember the chorus that exalted Hamara Bajaj, then there was that little girl who rather cutely said, I love you Rasna, of course there was the lalala liralad, catberries kya swad hai, zindagi mein campaign and of course Pepsi is yehi hai, right choice baby, but up there of course with all of these there was this one as well, take a look. That ad came out some 20 years ago, it was catchy and of course the company decided to stick to it for many years to come, it took on different of dars of course, but it changed dramatically in the year 2011, Nehrolak decided to get Star Power on board, we had seen none other than King Khan Shah Rukh do his trick, of course when Shah Rukh took center stage that jingle, the famous jingle took a back seat, but now after all these years they decided to bring back their star jingle after all, in this year's Diwali campaign Anuj Jain is director of decorative pins at Kensa in Nehrolak Pins, he is joining us today on the show Anuj, great to have you with us, tell us what made you guys decide to get back that jingle now. So this is the property which we have built over a period of years and I think it's one of the most memorable thing and whenever we talk to the consumer I think they love it, in the past we have been focusing on the product campaigns and therefore the need was to talk about the product features and though the jingle has been there in all the campaigns, but at a signature tune and therefore it does not get captured completely, this time we had a different thought, we are combining the rational campaigns or the product campaigns along with the corporate campaign and this campaign is around festival and festival is all about energy, enthusiasm, celebration and I think jingle goes completely with that and that's why we thought that with the corporate campaign around the festival theme let's bring the jingle back. Also this time the festive season Anuj has had its rush of energy, it's a remarkable shift from what we've seen last year, if you can walk us through your festive campaign this time? For paint there is some trigger which is needed and you know we thought that festivals are the best triggers you know because that's the time when people want to celebrate they enjoy with their families, they you know get into a practice of giving gifts so what we thought is that during Diwali if you want to or during Durga Puja or any festival if you want to celebrate I think the best thing is that you need to give some gift to your home and make it so good, transform it so that you know entire family enjoy and the best gift for the home is paint so it's a combined activity so it's I think the uniqueness about this festival is a combination of emotional connect through the festival and this jingle campaign clubbed with the impression and Excel where we are talking about the rational benefits and then there are a lot of below the line activities the digital activities along with that. A couple of years ago Anuj in 2013 I remember you launched an app which gives people a virtual demo of what their house would look like if they use narrow lag so the kind of response you've received so far on this what has it been like? Response is good you know because generally in the digital area as I said that as of now or you know though there is a growth which is happening but the if you compare with the other categories like fashion or apparels I think the excess in the paint category is still low but I think it's slowly picking up the app is getting good downloads and basic idea is that because the paint earlier was supposed to be a category where the consumer involvement is low but with the time the engagement or the you know the involvement is going up so I think these activities will help but I think it's before it becomes mass or we say that we are seeing a significant contribution of that it will still take time. Alright then let's talk about your ad spends how they're looking right now in the coming months and of course what kind of marketing mix are you opting for as well? Spends if you look at our you know last year in totality marketing expenditure was about 140 and I think over a period time there is a little difference in the sense that five years or ten years back most of the expenditure used to take place during festival time fortunately today the situation is different it is quite well spread so though the festival is a good time but I think other than festival also the painting continues so it's quite equally divided nowadays. Of course we were just talking about your age old jingle at the outset of this chat and how it took a backseat when you signed on Shah Rukh Khan in 2011 how has Shah Rukh Khan as a brand added to the brand's appeal you think? USP you see Narellek today stands for healthy home paints so we were pioneers in terms of making paints safe healthier so that is certainly a USP which we are enjoying and Shah Rukh Khan definitely helps you know because he's a superstar he has a you know acceptability across the genres across the age groups and it definitely helps a brand you know because when in decorative we are trying to expand in the different geographies so it helps you know because Shah Rukh Khan is able to get the attraction is able to catch the eyeballs to that extent it helps and now we are using you know we are working with him for almost five years so a good association is getting built up and among all the campaigns you've had for Narellek Anuj perhaps you can take us back in time as well where do you think you've tasted maximum success do you see campaigns like like paint the change etc coming back like your jingle has yeah so jingle is the you know campaign because whenever we come up with the jingle we see a different energies otherwise you know even impression campaigns we had a Shalini Chopra campaign earlier and now the high definition campaign it's working well it's giving a benefit to the brand to the business but jingle is definitely most energetic is something when we come up with you know immediately we get the good feedback from the consumer and and the market all right Anuj that's where we're leaving it thank you so much for joining us with all that perspective and good luck going ahead as well thank you now while we have the many jingles the many faces of the ads of the 90s that have stood the test of time really today we find that brand switch campaigns logos taglines all those endorsers ever so rapidly it leaves you in a tizzy really take Tata sky for example after Amir Khan in 2008 they moved to regional stars like Asin and Mohanlal and now they've got Dhanusha and Bollywood Queen Kangana Ranaut on board for their new missed call campaign in fact Kangana is what they call the ambassador for the west region and her role is now to educate and spread awareness about the ongoing third phase of digitization in the country that's the line the company is taking and Kangana is with us on the show this time it's great to have you with us Kangana you know this ad that you're doing for Tata sky tell us about it it's a it's a thumbs up really to digitization isn't it this ad film has many parts where a girl who's talking about using Tata sky and affordable packages high quality it's a very nice storyline and what what really attracted me so much to this campaign is very innovative and creative ideas of you know introducing the new packages and new schemes and customized TV viewing so that was very exciting in your understanding Kangana how do you think the industry benefits with all this digitization that's taking place we are in the third phase now industry i think India we are still you know we have those cities and small town like the town that i come from Himachal Pradesh you know where you know in rural areas and interiors cable TV and that kind of TV viewing is not possible there for them to have high quality TV viewing and access to all the channels for them digitization is so important and it'll make their TV viewing experience amazing of course we've spoken about this in the past as well but it never hurts to ask again what is the criteria that you look at when you accept a proposal to endorse a brand endorsement i i endorse a brand which i myself use i make sure that i identify with it and it's it's something which is genuine and which contributes to everyone's life and i think more than that i really don't have an understanding of you know this market but in whatever little understanding that i have i try and see these things and you feel that one celebrity endorsing too many brands can actually confuse the consumer and also dilute the message of a brand at times i don't know maybe and especially if the ad films look similar so it's very important that one comes up with different and exciting and innovative ideas and i mean why many brands it could just be few brands but if the the ad film is not exciting enough you'll just you know log out and go on to the other channel so you have to hold on to their attention and it's not easy there's no shorter route to that you have to make something which is very creative and which holds also there is a thought out there that there are too many women they're being overused by the advertising industry to endorse all kinds of products which probably do not even require a female face when you stand on this from a consumer point of view i feel women anyway are running the world you know so there are so many products that they use inside the house outside the house and you know everything they use everything so if you use women and it works and it sells why not