Nestle Munch: Boxer baby

There is nothing brilliant about the ad, but at least it is a funny commercial that’s based on our culture

For the festive season, multinational chocolate companies are digging deep into our traditions to come up with ideas that connect with the local culture.

We just saw how Cadbury Dairy Milk has been trying to do exactly that with its 'Shubh Aarambh' campaign.
Now it's the turn of Nestle Munch. They have cast a celebrity in the form of boxer Vijender Singh. But instead of showing him living a groovy lifestyle (which is what most celebrity-based advertising in India does), they have smartly and credibly used him in a typical Indian setting. Unlike the previous stuff with fading actor Rani Mukherjee, which frankly was utter rubbish… immensely forgettable advertising. 
The new Nestle Munch commercial features the end of a long Indian wedding, when it's time for the bride to climb into the groom's decked-up car, as she bids goodbye to her maika. Her man comes across as an insensitive boor, and it appears as if he will give the poor lady a lot of hell. Worried, her kid brother runs after the car, wanting to say that very desi thing, "Boss, please do take care of my dear sister and please always love her." But the poor lad goes tongue-tied; he has no idea how to express those customary words. And expectedly, the groom treats him disdainfully.

The boy then bites into his Nestle Munch and undergoes a sudden transformation. Instead of hallucinating (unlike the Kit Kat and the Cadbury Éclairs commercials), he pops up as the Olympic boxer Vijender Singh. And with his boxing gloves in threatening action, Singh warns the dulha to be good to his beloved sister. Or else! The groom, of course, begins gulping out of fear, and promises to be the sweetest husband ever, or mutters some such words. Voiceover: "Nestle Munch ka crunch itna khaas, ki toot ke nikle mann ki aawaz." Of course, what ingredient provides such magical powers to Nestle Munch is never explained, but never mind that, this is chocolate advertising, and so it's free for all.
The ad works for me. Nothing brilliant about it, but at least they have come up with a funny commercial that's based on our culture. Bride's brother pleading with the groom is as common a sight as a mehendi ceremony at our shaadis. And also, the casting of boxer Vijender Singh is correct. He fits the part, and is the sort of brother (after Dawood Ibrahim), whose sister you don't mess with.  
Good commercial. Should evoke some laughs and hopefully some brand recall.


Uniform rate for cashless treatment within week: New India CMD

New Delhi: Public sector insurance companies and large hospitals will finalise a uniform rate structure for cashless treatment scheme within a week, reports PTI quoting a chairman of a state-owned insurer.

"Within a week we will be able to arrive at the package rates of the big corporate hospitals. (They) have given us their own rates (and) based on that we will arrive on a uniform rate structure," chairman of New India Assurance Company M Ramadoss told reporters here today on the sidelines of a CII Health Summit.

He further said that more hospitals would be added to the cashless treatment network once the insurers and hospitals finalise package rates for treatment under the cashless scheme.

While major hospitals have submitted their rates, Apollo Hospitals and Fortis Hospitals are yet to come up with their packages, he added.

"There should be standardisation of rates for all hospitals that will bring in more transparency in the system", Medicity chairman and managing director Naresh Trehan said.

He further added that the occupancy rate at hospitals have not gone down since the withdrawal of cashless treatment facility by public sector insurance companies on July 1, "but "it is the patients who are suffering."

The cashless medical facility was suspended by four PSU insurers - New India Assurance, United India Insurance, National Insurance and Oriental Insurance - from 1st July after they alleged over-billing by certain private hospitals.

The insurance companies and hospitals are trying to resolve their differences over the issue of billing and have standard rates for treatment and hospitalisation.

Public sector insurance companies had to resort to rationalisation of rates for cashless facilities as they reportedly suffered a loss of Rs2,000 crore because of overcharging by hospitals in Mumbai, Delhi, Chennai and Bangalore.


Govt proposes relaxing FDI rules governing JVs

New Delhi: Proposing a major relaxation in a 12-year foreign direct investment (FDI) rule, the industry ministry today made a case for allowing foreign investors to bring in fresh money and technology to India irrespective of the impact on local partners in any existing joint venture (JV), reports PTI.

Under the present dispensation, a foreign player who entered India before 12 January, 2005 has to take government approval and "demonstrate" that fresh investment in the same field would not affect interest of his domestic joint venture partner.

The FDI rules proposed to be relaxed was not applicable to the joint ventures entered after 12 January, 2005. Thus, the changes would help foreign investors who entered JVs after this date.

Suggesting abolition of this rule, the Department of Industrial Policy and Promotion (DIPP) said in a discussion paper, "There is a need to examine whether such conditionality continues to be relevant in the present day context." It has invited comments from the stakeholders till 15th October.

It said that in an era of globalisation, where a number of free trade agreements are in place, the domestic industry has to increasingly become more competitive.

"Competition today is not only between domestic players inter-se but also between international and domestic players.

If an industry is discouraged from being set up in India, it could be set up in a neighbouring country, with whom a trade agreement exists or is being negotiated," it said.

In the last one year, India has entered into market-opening trade pacts with ASEAN and South Korea. Besides, it is also a leading member of SAARC pact comprising nations of Indian sub-continent.

The discussion paper also mooted that whether the government policy should intervene in the commercial sphere and override contractual terms agreed to between the parties, given the need to promote healthy competition and ensure sustained long-term economic growth.

"It can be argued that the government should not be concerned about commercial issues between two business partners," it said.

The concept paper said that the existing measure discriminates between the foreign investors who had shown confidence in India, by investing in the country prior to 2005, and those who invested later.

"The condition may be restricting a number of investors, who may not be able to reach agreement with their Indian partners on their future investment plans, thereby restricting the inflow of foreign capital and technology into the country," it said.


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