While Murugappa is a fairly well-known corporate group, not many know that Parry’s Sugar, Hercules cycles and Coromandel fertilisers belong to the group. Its latest brand campaign hopes to address this problem.
The group has launched a series of nine television commercials that seek to establish the link between the parent brand and its sub-brands and products.
“In life, we often meet people we have met before but can’t place them. It requires a cue to help recollect where you have met them earlier. The ‘Bet we’ve met’ campaign is based on this very human insight,” says Elango M., Vice-President, Interface Communications (Chennai), which has created the brand campaign.
Last year, Interface had worked on the ‘It’s all one energy’ commercial – a one-minute jingle featuring all Murugappa brands and how they touched people’s lives. This year, Interface decided to break that down to eight films. Each film features a Murugappa product, so that “the individual brand connect is stronger,” says Elango. The brands featured are Chola Finance, Chola MS General Insurance, Parry Agro, Parry’s Sugar, Coromandel, BSA and Hercules, Tube Investments and CUMI.
The films feature chance encounters between people through which the connection with Brand Murugappa is established. A Murugappa business card is the common visual property across all the ads. The ads, made by Mumbai-based Milestone Films, will be telecast on business, general entertainment and regional channels and cinema halls.