Author: mxmadmin

  • Randeep Hooda promotes fragrances of Villain Lifestyle

    By Our Staff

     

    Men’s fragrance brand Villain Lifestyle, part of Mensa Brands, has launched its latest digital campaign #DeoNahiVillain with Randeep Hooda. Villain through this campaign aims to change the narrative for a ‘woke’ audience and encourage the proper use of fine fragrances.

     

    Commenting on the new campaign, Ananth Narayanan, Founder & CEO- Mensa Brands said: “Villain stands for being unapologetic, and we are happy to be showcasing this with Randeep Hooda’s no-holds-barred persona. The brand is already one of the fastest growing men’s fragrance brands in the country and we are looking forward to changing the conversation on fine fragrance usage throughthe #DeoNahiVillain campaign.”

     

     

  • Tute Consult stitches partnership with Cloud Tailor

    By Our Staff

     

    Integrated marketing and communications firm Tute Consult has won the communication mandate for Cloud Tailor, a women’s wear space that aims at providing a digital solution to an offline tailoring problem.

     

    Susmitha Lakkakula
    Susmitha Lakkakula

    Speaking on the partnership, Susmitha Lakkakula, Founder, Cloud Tailor, said: “The women’s wear industry is one of the fastest growing segments globally, thanks to the insurgence of private and local labels that have flourished in the recent years. But, the estimates of the personalized fashion industry is not accounted for due to it being a fragmented industry. With this thought in mind, in being the ‘One Stop Shop’ for all personalised fashion choices for global women, we aim at simplifying and enhancing the overall experience in the women’s wear segment. We live by our tagline ‘You Design, We Stitch’ that helps us in keeping our customers at the pedestal of all our business goals and objectives.

     

    Komal Lath
    Komal Lath

    Added Komal Lath, Founder, Tute Consult: “We are ecstatic to lead the communications mandate for a D2C brand like Cloud Tailor which has the potential to become a unicorn and to rise ahead in terms of growth strategy. A new age brand like Cloud Tailor that allows us to strengthen our forte, adapt newer strategies and reinvent ourselves. We are looking forward to a great partnership.”

     

  • Madhuri Dixit face of Ram Bandhu Pickle & Papad

    By Our Staff

     

    FMCG company Empire Spices & Foods Limited (ESFL) has launched a new TVC to promote Ram Bandhu Pickle & Papad positioning its products for the big Indian wedding feast. Madhuri Dixit-Nene has been roped in as brand ambassador.

     

    Said Umesh Rathi, Managing Director, ESFL: “The humble Indian pickle and papad is present in most Indian homes and has a very interesting story to tell about its origin, its variations, the significance of the ingredients used to make it and of course its quintessential presence in all Indian meals. This has inspired us to innovate in terms of product quality, variants and other aspects for our pickle and papad categories.”

     

    Added Bhanudas Gundkar, Marketing Head of the company: “For years, we have established our brand, and now we are attaining new heights with the face of our brand Madhuri Dixit-Nene who has stood the test of time in the past 30 years just like us. Our presence is spreading across India and this campaign will help our brand connect better with the users in both urban and rural areas.”

     

  • LookBack 2021: Das ka Dum with Dr Bhaskar Das

     

     

    We start our series of yearend reviews by MxMIndia columnists. Starting today with Dr Bhaskar Das’s views on advertising as part of the Das ka Dum series.

     

    Bhaskar DasThe question we asked our Wizard with Words:

    It’s that time of the year, when we look back at the year. Would you like to do a quick off-the-cuff recap of the year that it’s been in advertising? Any memorable campaigns? Anything you think really stood out for you?

     

    And this is his response:

    To my mind, the year 2021 ought to be remembered as a year of resilience and innovation to solve real-life problems of real people for all including the M&E industry.

    There are many campaigns that made a vivid impact on me. I shall list five of them:

    Cadbury (buy from local store this Diwali),

    Amul Macho (female gaze is cool),

    Dove India (stop the beauty test)

    Tanishq jewellery (unique way of looking at married couples)

    And

    Tata Tea premium (kadak chai and Mumbai spirit).

    All the campaigns triggered me to pause and think. I loved the creative treatment. There are many others, but these five campaigns I loved for their unorthodox treatment.

     

     

    Read the Das Ka Dum yearenders through this last week of the year:

    Tomorrow (Dec 28): The year in entertainment

    Wednesday (Dec 29): The year in news (across media)

    Thursday (Dec 30): A sector Dr Bhaskar Das felt really awful about. Which lost out due to the pandemic. Or just didn’t measure up

    Friday (Dec 31): What gave him maximum happiness in the year or made him sit up and say ‘Wow’

     

     

  • At Mates: Enter: Kumar Siddharath, Exit: Sooraj Bhalla

    By Our Staff

     

    Kumar Siddharath
    Kumar Siddharath

    Madison Media has just announced that the agency has appointed Kumar Siddharath to lead its entertainment unit, Mates. Mates will be integrated within Madison Media and will focus on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content and branding. Siddharath will report to Vikram Sakhuja. Former Founder & CEO of Mates, Sooraj Bhalla has decided to pursue other interests.

     

    Bhalla was responsible for steering the company towards gaining industry leadership position and post his 17-year journey with the organisation, he sets to complete his term on December 3, 2021.

     

    Having started his career as an assistant director to Rajkumar Santoshi, Bhall worked on blockbuster projects like Andaz Apna, Damini, Ghatak and Barsaat. Further, he was Executive Producer of Hindi feature film – Shararat starring Abhishek Bachchan, Amrish Puri etc. After procuring prolific experience in content production and direction, his first independent venture – TeamWorks -was bought out by Balsara to create Mates.

     

    Sooraj Bhalla
    Sooraj Bhalla

    Said Bhalla: “So far, my focus has been to work towards driving impact for clients and touch an emotive chord with consumers with the power of content and communication. In this next chapter of my professional life, I am looking forward to taking these years of rewarding experience with Mates and continue delivering value through the various channels of communication in the content space,”

     

    With over 14 years of experience, Siddharath has worked with companies like Endemol, UTV, Viacom 18, Reliance Broadcast Network, Optimystix Entertainment, and other productions houses where he has produced big shows including Roadies and created AFPs for brands like  HUL, Hero, Idea and Woodland amongst other brands.

     

    Said Sakhuja: “I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof.”

     

    Added Siddharath on joining Mates, “I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals.”

     

  • Yuvraj Singh launches NFT collection with Colexion

    By Our Staff

     

    After launching NFTs of various celebrities from the art and sports fraternity, Colexion has come up with an NFT drop of Yuvraj Singh. With his very own digital avatar in metaverse, the cricketer has entered into the digital space with the launch of non-fungible tokens dedicated to his fans.

     

    Said Abhay Aggrawal, the CEO of Colexion: “The premium NFT collection of Yuvraj Singh will be an opportunity for the fans to engage with their all-time favourite star. We’ll launch an autographed cricket bat along with a 3D statue of the cricketer, providing an exclusive opportunity to fans to own his digital collectibles. Colexion enables fans to witness this historic event and become a part of this massive revolution. We are creating interesting digital spaces for him to engage with his fans who will also be now able to ‘own’ special moments of his career.”

     

    Added Bibin Babu, Co-Founder of Colexion: “We are focusing on creating a robust NFT ecosystem through premium NFT collection and play-to-earn NFT games. So while we believe in making NFTs accessible to everyone in the world, we also want to ensure a wholesome and transparent ecosystem. This I hope will make us a trustworthy brand and also inspire more celebrities to align with us as their active involvement makes a huge difference in the world of NFTs.”

     

  • India’s Pixel Party teams up with Webchutney & Vice

    By Our Staff

     

    India’s Pixel Party has announced the collaboration with Dentsu Webchutney and Vice World News to educate people about the British Museum’s disputed artefacts through a unique multimedia project, ‘The Unfiltered History Tour’. The project was conceptualised by Dentsu Webchutney and executed by Pixel Party, to create an interactive tour of the British Museum using augmented reality technology.

     

    Said Kalpit Dwivedi, Founder and Director, Pixel Party: “The process of creating an immersive experience was fascinating and challenging. It forced us to think out of the box and tackle unique situations, and we are proud of the result. I believe that technology enables more powerful, impactful storytelling and we decided to try this using a social platform that can build a rich experience for every user – which is how Instagram’s augmented reality filters became part of this project. Our aim was to make people more aware of their history.”

     

    Added Gurbaksh Singh, Chief Innovation Officer, Dentsu Webchutney: “We saw the Unfiltered History Tour as an opportunity to decolonise the British Museum, as the AR experience visually transports disputed artefacts to the home countries they belong to, as experts from their homelands tell true stories about how they reached the museum. Collaboration has been at the heart of this gigantic project, as plot twists kept surprising us throughout the journey – from the uncertainty surrounding the Museum shutting down during the lockdown to exhibits that were part of the first version of our tour being taken off display. But ultimately, our north star was to create a benchmark for Copy-Code-Craft coming together to create an immersive storytelling experience for everyone experiencing this campaign. Tech became a powerful tool to make our narrative more impactful and accessible.”

     

     

  • Enormous creates an epic Christmas tale for Winkies

    By Our Staff

     

    Enormous Brands has launched a three-minute film for Winkies Cakes and Pastries. The film is devoted to all individuals who have suffered at work due to Covid-19. #BoroDinBoroMonn which is about sharing joy and cheer during Christmas, is also the essence of the brand, notes a communique.

     

    Commenting on the film, Rahul Deb Saha, Brand Manager, Switzindia said, “We wanted to make a Christmas film to honour all of the people that cheered us up during the pandemic, and Enormous came up with the appropriate animation film for us. The movie demonstrates how Covid-19 affected small business owners, but that as things began to normalise, they were able to celebrate the holiday season. It’s part of a wider idea known as Boro Din, Boro Monn, which is about sharing joy and happiness throughout the holidays and is also the brand’s soul.”

     

    Added Ashish Khazanchi, Managing Partner, Enormous: “Since the outbreak of Covid-19, the way we celebrate holidays has drastically changed, and small businesses have been among the hardest hit by the pandemic. We thought of dedicating a Christmas film for Winkies to the people whose lives were impacted by the epidemic and to all those who helped them get through it when we were producing it. We are ecstatic to be able to conceptualise this film, and we hope to provide joy and happiness this holiday season, as well as hope and optimism for 2022.”

     

  • Nutella introduces #NutellaWithLove campaign

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Nutella (@nutellaindia)

    Nutella has launched #NutellaWithLove campaign. The brand unveils actor Ranveer Singh as the Secret Santa in the campaign.

     

    Speaking about the campaign, Zoher Kapuswala, Brand Head- Nutella India said: “Nutella is one of the most loved brands by consumers worldwide as well as in India. The campaign #NutellaWithLove intends to inspire Nutella fans to create and share their personalized Nutella Christmas wishes with friends and family, making the celebrations perfect. We as a brand believes in encouraging Nutella fans to continue sharing their love for Nutella in different ways and forms and this campaign enables us to provide a unique Nutella experience to our consumers.”

     

  • Furo Sports shoes unveiled a new generation ad campaign

    By Our Staff

     

    Furo Sports, the sports footwear brand of Leayan Global Private Limited, has launched a new ad campaign. The music video is conceptualised by ad agency Flamingo Digital.

     

    Expressing his views on launch of this campaign, Rahul Sharma, General Manager – Marketing, said: “The new ad campaign strategy is designed to focus on product credibility, reshaped brand appeal, and consumer experience through stunning visuals and catchy song , which has high level of remembrance and also accentuates our brand‘s tagline “Got Furo Got Grip” which encompasses the focus of our brand and enables us to showcase the breadth and depth of the company’s motto.”

     

     

  • Doom & Gloom in English News

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiWhy are you always so negative?

     

    Yes, I hear you. It’s lots of doom and gloom in my world as I attempt to assess how the Indian English-language news media has performed.

     

    So, I racked my brains for this ‘lookback’ and came up with this. Now don’t judge me because I cannot help what the news contains. But I tried to look back at the best and the worst of the year.

     

    As Covid-19 rampaged through India for the second wave April 2021 onwards, the media was on its usual “hail hail Modi the great” chorus. The second lot of vaccines for seniors had begun, the jiggery-pokery with vaccine gaps to cover up the lack of vaccines had not begun. But there was growing consternation as official figures of Covid-19 deaths did not match hospital and crematorium figures.

     

    And horrifically, there were reports of shallow graves on the banks of the Ganga, floating dead bodies, bodies piled up in mortuaries…

     

    Confirmation started coming from an unexpected source, which had been part of the “rah-rah Modi” brigade so far, like most large media groups in India. The Dainik Bhaskar group of newspapers. Divya Bhaskar, the Gujarati edition of the group, made it its daily duty to call out government lies. The Dainik Bhaskar took this wider in its Hindi editions. The campaign to expose the government’s lies on Covid was relentless. National editor Om Gaur wrote in the New York Times: “The Ganga is returning the dead”. The paper called itself “Swatantra Bhaskar” as in free.

     

    And in July, the Dainik Bhaskar gave widespread coverage to the Pegasus Project revelations that the Government of India has used Israeli military-grade spyware to infiltrate the phones and computers of journalists, human rights activists, politicians, businesspeople.

     

    Bhaskar paid the price that a media which tries to be “free” must inevitably face in India: Income Tax raids on its offices across the country.

     

    It got, as expected, scant solidarity from other media houses. There by the grace of God GoI they said, as they chortled over their latest pages of Modi and BJP propaganda.

     

    So that’s the best news of the year as far as the mainstream media is concerned. They reported on government lies on Covid deaths and they reported on the government spying on its own citizens using military spyware created to check on terrorists.

     

    In a normal world, this means they did their basic job.

     

    In today’s world, it’s award-worthy stuff.

     

    It must be noted that the best I could find did not come from my usual mandate of English language media.

     

    The worst of the year was by far the easiest: the pathetic coverage of the year-long farmers’ protests by the mainstream media.

     

    Farmers from across North India tried to get to Delhi to protest against the three farm “reform” laws pushed through Parliament by the Modi government. They followed farmers from other parts of India which had protested for various reasons and had been ignored by the Modi regime and the media. This protest was too large to be ignored.

     

    As the Modi government barricaded the national capital region against its own citizens by digging trenches in public roads, hammering nails into the tarmac and setting up blockades, India’s farmers just set up camp and waited. They provided for themselves, they were helped by sympathetic locals, they themselves helped the needy around them. And they waited for the government to listen. For a year.

     

    In that time, the media toed the Modi government line and abused the farmers as anti-nationals, as secessionists, as traitors, as stupid brainless idiots, for being too rich, too poor, too educated. The Modi government’s forces physically attacked the farmers with batons, police sticks, teargas, water cannons and bullets. A BJP Union minister’s son even ran his cavalcade of cars into farmers on protest, killing several. Even here, sections of the media tried to blame the farmers for dying.

     

    The farmers were on to the media’s tricks from the start. And to what should be our utter shame, they threw several reporters and camera people out of their protest sites. They set up their own news dissemination systems. And it is thanks to a few independent journalists and a few non-mainstream platforms that India actually discovered what happened.

     

    The Indian media therefore, bar a few sparks, remained true to its kowtowing, obedient self. Regardless of the Covid deaths, regardless of the extreme incompetence with which the Centre handled the pandemic.

     

    The best and the worst of us just underlines the worst of us.

    On which note…

    Well, what can one say?

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia every Tuesday and Friday. Her views here are personal

     

  • Das ka Dum with Dr Bhaskar Das | What stood out for you in entertainment? On television or OTT or radio? Which is the show that you loved watching?

    Bhaskar DasHmm. Pointed questions like these are tricky always, but that doesn’t stop us from asking them to our Wizard with Words. Here’s Dr Bhaskar Das in the December 28 edition of Das ka Dum. Read on..

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. We looked at advertising yesterday. Did something stand out for you in entertainment? On television or OTT or radio? Which is the show that you loved watching?

     

    A. OTT shows dominated my consciousness, thanks to Covid-led restraints. My choice is pretty massy of course. So my preferred shows included Family Man, Aranyak and Arya. On the big screen: 83. I am sure there are  many other shows in other formats of delivery which I missed. But one needs to be conscious of binge fatigue and one has to work for a living. So the JOMO syndrome took over to rationalise the miss

     

    The Das Ka Dum yearenders through this last week of the year:

     

    Yesterday (Dec 27): The year in creative advertising

    Tomorrow, Wednesday (Dec 29): The year in news (across media)

    Thursday (Dec 30): A sector Dr Bhaskar Das felt really awful about. Which lost out due to the pandemic. Or just didn’t measure up

    Friday (Dec 31): What gave him maximum happiness in the year or made him sit up and say ‘Wow’