Judy Franko
Sep 17, 2012

“Bet we’ve met,” says the Murugappa Group’s new brand TVC

Watch the campaign created by Interface Communications

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

Campaign India

Related Articles

Just Published

1 day ago

Opinion: Catching up with the crumbling cookie

The author states what he believes would be the impact of Google's latest move on consumers, brand advertisers, publishers, tech providers, agencies and the overall digital marketing ecosystem

2 days ago

Facebook clicks with millions of consumers across ...

Watch the film conceptualised by Taproot Dentsu here

2 days ago

Slice takes on rivals as Katrina Kaif gets fan to ...

Watch the film conceptualised by Wunderman Thompson

2 days ago

Creative and media deliver 'stronger performance' ...

Organic revenue decline of 7.5% in the last quarter of 2020 puts Havas in the middle of the holding companies to have reported so far