Air Canada’s successful launch of non-stop flights from Toronto to Delhi in 2015 was soon followed by another success story: non-stop flights from Vancouver to Delhi in 2016. This year, Monsoon is going out with a strong awareness campaign for the highly anticipated non-stop service from Toronto to Mumbai starting July 1, 2017. The integrated campaign including Print, TV and Online is already in market. The TVC highlights the experience on board 787 Dreamliner while Print and Online showcase iconic Mumbai landmarks. The objective is to create a sense of nostalgia amongst Indo-Canadians with happy memories of their original home city. Mumbai Meri Jaan, indeed!
Creative team: Sachi Mukerji and Alan Sequeira.
Client Servicing team: Ramesh Nilakantan and Preeti Kawatra.
By the end of 2016, WIND Mobile had changed its name to Freedom Mobile and could boast of a rapidly expanding LTE network, a customer base of over 1.2 million customers and a refreshing sense of confidence about the future. The new message was all about more choices, more data and more value - three important motivators for Canada's ever-growing multicultural market. This integrated brand campaign was developed by Monsoon to run in Ontario, British Columbia and Alberta in spring of 2017. It was targeted at South Asians, Chinese and Filipino markets that have traditionally shown robust growth in the wireless category.
Creative Director: Sachi Mukerji
Client service: Ramesh Nilakantan and Penelope Chow
WIND Mobile’s vastly improved network coverage was launched in the Fall of 2014 with the “Freedom to Connect Across Canada” message in mainstream media. Monsoon followed up with an ethnic TV campaign for Chinese and South Asians using cultural nuances to push data, talk and text capabilities.
Choosing a wireless provider remains the second most important decision made by New Canadians upon their arrival (after choosing a bank). But signing a 3 year contract is the last thing on their mind. WIND Mobile offered the best alternative as a challenger brand – freedom from contractual commitments.
Huggies celebrates the momentous journey of a new Chinese mom in bringing her baby into the world with “100 Days of Hugs”. From pregnancy to her baby’s first 100 days, the eCRM and direct mail program establishes a meaningful connection with moms by acknowledging key milestones unique to her culture. Online, print, out-of-home and social media drive traffic to the microsite for registration; and personalized emails and digital coupons encourage moms to hug their babies with the softness of Huggies Little Snugglers diapers throughout her baby’s growth and development. On her baby's 100th day, she receives a special red envelope filled with great offers in the mail, to help her prepare for her baby's next phase in life.
Our research showed that a Moroccan Canadian family travels back home at least once in 3 years. When they are travelling as a family, they want both comfort and style. With just one carrier that offered non-stop flights to Casablanca, the VFR traveler (visiting friends and relatives) didn’t have much choice. So, Air Canada Rouge’s non-stop route launch to Casablanca was an important announcement that needed to reach the right audience through the right channels. We developed a multi-media campaign in French and Arabic to announce the new non-stop service to Casablanca.
Working your way into the Canadian work place can be a daunting task for new immigrants. But the biggest challenge is often landing your first job. Validating your degree from back home becomes an essential step in the process. A few years later comes another challenge: how does one keep growing, gaining promotions and added responsibilities? University of Toronto School of Continuing Studies launched a new initiative in print and online to show how it can help New Canadians reach their career goals, one step at a time. Using direct response learnings, Monsoon team developed a hard driving campaign to dramatically increase visits to the School’s website. The results have been overwhelming.
Creative Team: Sachi Mukerji and Alan Sequeira (South Asian);
Chrisdin Ma and Betty Choi (Mandarin).
Client Service Team: Ramesh Nilakantan and Penelope Chow.
There are as many reasons to shop at the Superstore as there are people. Ask any shopper and you’ll get a different answer every time. See how Monsoon turned this multi-faceted appeal, from variety and quality to freshness and price, into a fast paced “experiential” TV commercial, which was also adapted for the Diwali season, one of South Asians biggest cultural celebrations. The “Faces” concept on TV was extended into print and radio to run as an integrated campaign for the Real Canadian Superstore banner.
New immigrant families face a complicated and stressful life in Canada – not the least being the challenges of balancing their budget. This TV and print campaign targeted both South Asian and Chinese families. No Frills was positioned as the low price grocery store that met all the family’s needs, while helping them to still stay within their budget.
The Heart and Stroke Foundation launched its first integrated marketing campaign targeting South Asians in the summer of 2013. The campaign highlighted the fact that South Asians are three to five times more likely to suffer from heart disease and stroke than other visible minorities or Caucasians. They’re also more likely to be afflicted by heart disease and stroke at a much earlier age. Media included TV, print and radio ads in the Greater Toronto Aea.
The Halal market is highly segmented. Muslims come from many nations, speak many languages and have varying levels of religiosity. Aimed at a very niche Muslim audience, we ran an awareness campaign leading up to and during the month of Ramadan. The aim of the campaign was to present traditional Arabic, Indian, Bangladeshi and Pakistani dishes with an emphasis on freshness, health and quality. Booklets containing product information, healthy Halal recipes, a sunset calendar, and coupons for sampling were distributed through retailers in closest proximity to the mosques.
Experiential Marketing took on a new meaning when Chivas Regal invited Monsoon to develop and implement their strategy targeting YIM’s or young Indian males who were successful, ambitious and driven by premium lifestyle brands. Without a single dollar spent in conventional media, we set up a three tier “grassroots” program that connected with the audience after work, at parties, social gatherings and celebratory occasions. Objective: to drive brand adoption through sampling and activation.