On 16 September 2012, Murugappa Group unveiled, what they call their "Financial Year 2012-13 brand campaign". The campaign with nine different TV creatives, has been created around the insight that Murugappa Group has been part of customers’ lives through its constituent brands without them actually realising it. Once the connect is established, the result is a "Wow! I didn’t know that". The campaign leverages this surprise element to articulate in a confident single phrase the Group’s claim – “Bet we’ve met”.
The TV campaign has nine independent ad films. Eight of the films are set against a backdrop of everyday encounters, each featuring one of the major brands of the Group and the connect to the Group brand. The ninth film is a composite film - a common visual element of a card which connects all the advertisements.
Vijayalakshmi D, head, group corporate communications, Murugappa Group, said, "Murugappa Group has been a kind of direction giver, or a facilitator all along. And, in 2009-10 as our reach become wider, we realised that we need to connect with our customers better and launched the brand campaign. This campaign is the continuation of the same. The purpose of the campaign is to create awareness about the various constituent brands of Murugappa Group and the link between and our agency came up with the line 'Bet we’ve met'."
According to Elango M, vice president, Interface Communications, the company not sharing the Group brands’ name in various products was the biggest challenge from a communication and branding point of view. "When we presented the line ‘Bet we’ve met’, everybody instantly liked it. All of us in our lives would have come across a situation wherein we might have told someone, 'We’ve met before', and we used that simple universal insight to sharpen the communication."
The TV campaign is being aired across a mix of business TV channels, GECs and region-specific channels. The 360-degree campaign spanning digital, business periodicals, outdoor and POS at customer touch points of the Group companies will continue to play till March 2013.
Aman Sachdeva, Milestone Films has directed the nine TVCs, which have been filmed by Sanu Varghese.
Client: The Murugappa Group
Creative agency: Interface Communications
Creative: Suresh Kailaash, Creative Director, Interface Communications, Chennai
Production house: Milestone Films
Director: Aman Sachdeva
Media agency: Mindshare