MxMIndia

Author: mxmadmin

  • Conceptualised by creative agency, Please See, in partnership with Reliance Entertainment

    Parle unfurls patriotic campaign on Republic Day

    By Our Staff

     

    Reminiscing the yesteryears of India’s redefining moments, Parle Products, celebrated the spirit of a sovereign India in its Republic Day film.

     

    Conceptualized by creative agency, Please See in partnership with Reliance Entertainment, the film uses archival footage of major milestones and glorious moments to talk about the freedom movement in 1930s, 1971 war, India’s first World Cup win in 1980s, iconic Bollywood characters ‘Raj and Simran’ to the successful space mission and then India’s successful creation of Covid-19 vaccines. All of these are interspersed with perfect amalgamation of Parle-G from its launch in the 1930’s (Parle Gluco) to the pack version of today, which has been present at different intervals of history with the message ‘Years changed, but we stayed the same’, depicting its unchanged taste and popularity.

     

    Added Mayank Shah, Senior Category Head at Parle Products: “Just as Parle Products stands for a swadeshi brand, our brand Parle-G is often referred to as ‘Desh Ka Apna Biscuit.’ We feel extremely proud and fortunate to be a part of India’s journey from pre-Independence time to present day. The film carries a degree of nostalgia as important events from the past play out in front of viewers. Just as the country crossed milestones over the years, so did Parle Products and gradually Parle-G has retained itself as the go-to product when one thinks of a biscuit. In circulation for 79 years, we have kept the taste intact with no change in the flavor of the Parle G ever since it was first sold in 1939. Parle shall continue to remain an integral part of the nation and with the coming years we hope to be a part of many such achievements – furthering our course with the country.”

     

  • Lowe Lintas – South works on campaign

    M S Dhoni supports Unacademy in brand film

    By Our Staff

     

    Unacademy, the learning platform, has launched a new brand film titled Lesson No. 7, featuring M S Dhoni.

     

    Said Karan Shroff, Partner and CMO, Unacademy: “Lesson No. 7 is Dhoni’s life mantra of how with a persistent approach, you can be assured of greatness awaiting beyond barriers. Our journey with our Learners is not only till they crack an exam but for their entire life, and this is a life lesson which we hope will inspire all of them to continue to fight and chase their dreams. We are extremely proud of this film and thankful to Dhoni, who supported us in delivering our mission and welcome him on board the Unacademy train.”

     

    Added Puneet Kapoor, Regional Creative Officer – South, Lowe Lintas: “The most inspiring people in the world are the ones who are students till their last breath. Hats off Mahi for inspiring the world much beyond cricket! It’s difficult to encapsulate this great athlete’s journey in 85 seconds but we’ve made a very valiant and a passionate attempt. Kudos to our creative team for the long drawn production, Unacademy marketing team for sticking for this idea through thick and thin and to Hungry films for pulling off this beauty.”

     

  • The TVC is conceptualised by The Womb in co-operation with Astral Adhesives team

    Astral Adhesives launches campaign

    By Our Staff

     

    Astral Adhesives has launched a campaign for its adhesive brand – Bondtite. The TVC is conceptualized by The Womb in co-operation with Astral Adhesives team.

     

    Commenting on the launch of TVC, Sandeep Engineer, MD of the company said: “In celebration of Bondtite’s 25th anniversary, we are delighted to present the campaign around Bondtite which is synonymous to strength, quality, and trust. The launch of this campaign during Republic Day enhances its significance, since it features the diversity of bonds.  With this campaign we aim to aid visibility while adding more value to our brand and boost Astral Adhesives business in the market.”

     

  • Kareena Kapoor Khan and Saif Ali Khan have been engaged to promote Tata Play

    Tata Sky is now Tata Play

    By Our Staff

     

    Tata Sky –DTH and Pay TV platform has announced its new name and identity, Tata Play, as its business interests grow beyond DTH services.

     

    The new identity has been created by Venturethree, London and the campaign has been designed by Ogilvy India. Kareena Kapoor Khan and Saif Ali Khan have been engaged to promote Tata Play in national markets and actors R Madhavan and Priyamani will be the face of the campaign for the South markets.

     

    Said Harit Nagpal, MD & CEO – Tata Play Ltd: “Tata Sky leveraged its market leadership in its core business to create an ecosystem of content delivery by foraying into OTT and Broadband. We believe it is time for a brand identity that resonates beyond our DTH business. I thank Tata Sons and The Walt Disney Company for backing this business, which over the years has expanded to 23 million households and made our content distribution platform a formidable player in the market.”

     

    Explaining the ethos of the new brand identity, Anurag Kumar – Chief Communications Officer, Tata Play Ltd., said, “The Tata Play brand mark and play mark takes inspiration from the “Tata” mark – borrowing and reinforcing the trust, quality and recognition of India’s most valuable brand. The word “Play” adds youthfulness, ease & simplicity to an already trusted brand. The brand colours pink and purple along with dark blue and white are vibrant, youthful and add distinctiveness to the overall identity. With Tata Play, we promise you Fun, Personalisation, Flexibility, Freedom, Quality, Innovation and Connection. With Tata Play, you Play Better. And entertainment becomes aur bhi Jingalala”

     

  • Top politicians share their voter agenda on the eve of state election

    TV9 Bharatvarsh hosts second edition of its summit series

    By Our Staff

     

    TV9 Bharatvarsh, the Hindi news channel from TV9 Network, held the second edition of its political summit series ‘Satta Sammelan – Uttar Pradesh’ in Lucknow.

     

    Addressing and deliberating upon a range of topics in the political space, the leaders expressed their opinions on issues deciding the political future of the state. The Summit saw politician’s field questions from the invited audience on key challenges for the state.

     

    Sharing his opinion on the second edition of this summit, Barun Das, CEO, TV9 Network said: “The ‘Satta Sammelan’ proposition has grown from strength to strength drawing on valuable insights of top leaders who have chosen this platform to air their vision for voters. The second edition lived up to its promise with most influential political voices in the state making a profound statement about their vision for voters. The platform has thus come about to be recognized as a means for voters to be able to exercise an informed decision during the election time.”

     

  • An unfair question to ask, but we couldn't not do it. So here's Dr Bhaskar Das in the January 31 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Any must-have asks from the Finance Minister for Budget Day tomorrow?

    Bhaskar DasAn unfair question to ask, but we couldn’t not do it. So here’s Dr Bhaskar Das in the January 31 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. Any must-have asks from the Finance Minister for Budget Day tomorrow?

     

    A.It’s not a question. I have to write a long article on the subject and I admit I don’t have the expertise for the same. But as a layperson, I can say that India has suffered a lot due to the pandemic in the last two years and it has not yet fully abated. The economy needs healing and a booster dose for sure. So, simply, I wish the Union Budget puts more money in the hands of business, taxpayers and poor people so that they can spend more which can revive the economy. Now it needs a lot of political, social and economic will.  It’s easier said than done but that’s what the citizens, I am sure, expect for their life and livelihood.

     

  • The A&M sector was severely affected by the shrinking of our GDP, writes Indrani Sen

    Expectations from Union Budget 2022

     

     

    By Indrani Sen

     

    Indrani SenThe Budget session in the Parliament is going to begin today and tomorrow, February 1, 2022, Finance Minister Nirmala Sitharaman will present Union Budget 2022. It’s an unprecedented situation when degrowth induced by pandemic has set back most industries in our economy by two years or more which has also been reflected in our GDP. The Advertising & Media (A&M) sector was severely affected by the shrinking of our GDP and researchers predicted last year that it would take the industry four to five years to recover to recover the pre-pandemic revenues across all media. What are the expectations of the A&M sector from the Union Budget at this critical juncture?

     

    The pandemic has accelerated the growth of digital media taking its access beyond the upper-class to a large middle-class population. Simultaneously, it has boosted investments in new digital opportunities in regional languages beyond textual content, search engines and e-commerce limited to English. In fact, during the sliding of advertising revenues under the cloud of Covid-19, digital media was able to resist degrowth. It is estimated that by next year the digital media will have a one third share of the Indian advertising pie.

     

    The digital industry is naturally expecting technology friendly taxation policy which will support its current growth momentum. However, unless the Union government combines the financial measures with suitable legal reforms later, the digital industry may not be able to take full advantage of the financial measures, if any, announced by the FM.

     

    The digital industry flourishes with the use of their technology by MSMEs and Start-Ups. Favourable tax relief, subsidies, exemption on FDI and credits policies for MSMEs and Stary-Ups will not only help their growth in non-metro and smaller towns, but will also help digital industry indirectly.

     

    The traditional media industry, particularly owners in the print and radio industry, have a lot of expectation from the Union Budget this year. The Print industry suffered both loss in advertising and circulation revenue in 2020 due to the lockdowns ushered by central and state governments following the out beak of the first wave of the pandemic. During the second wave of the pandemic, it was able to resist further degrowth of advertising revenue which was set on a path of recovery in the period between the two waves of the pandemic. The industry is expecting the FM to introduce an incentive package and to waive or reduce the 5% custom duty on import of newsprint and 12% custom duty on import of ink.

     

    The print industry also has pending demand for an upward revision of the DAVP rates which have not been revised for a considerable time period. Apart from increase in the DAVP rates, industry also has a pending appeal for issuing a directive that commercially viable PSOs and PSUs should pay for their display advertising at the commercial rate and not at the DAVP rates, which should be reserved only for the central and state governments advertising on various government schemes/initiatives.

     

    Radio advertising was the worst hit due to the pandemic and they have a pending long list of demands which includes relaxation on payment of license fees, reduction of GST on radio advertising spends, tax benefits on upgradation of technology to digital broadcasting and Capex expansion. FM radio owners are earnestly hoping that a few measures from their wish list would be implemented in the Budget 2022.

     

    The TV industry has been set on a comfortable course of recovery after the initial set back during the national lockdown. The industry has been fighting with the Union Government over many legal issues and taxation policies which are a part of the proposed regulations. TV manufacturers, however, want the FM to reduce the tax on TV sets from 28% to 18% or at least introduce a differential tax structure based on the features of the TV sets based on the argument that TV can no longer be described as a luxury durable.

     

    The advertising industry on the whole is expecting that this Budget will introduce some direct tax benefits for the consumers at large so that they can have higher disposable income which in turn will give a push to the sluggish demands which is being noticed in many product and service categories. We will know by tomorrow if they are hoping in vain or not.

     

  • Emphasises its eco-friendly philosophy

    Woodland footwear launches campaign for new collection

    By Our Staff

     

    Aero Club Woodland, dealers in footwear, apparel and accessories, has launched a campaign for its new collection.

     

    Speaking about the campaign, Harkirat Singh, MD, Aero Club said: “We are fortunate enough to be able to access the priceless resources from nature to fulfill our wants. Since Inception, we as a brand realise its time to pay back to nature. Contributing our bit to heal and reciprocate the love nature bestowed on us in endless ways, with our new collection that is being crafted understanding the paradigms of nature cycle and is sustainable till its shelf life and post that too to give back nature what we took from them in a cleaner, greener way.”

     

  • Onboards Rohit Saraf to connect with GenZ

    Fastrack unveils smart watch, Reflex VOX

    By Our Staff

     

    Fastrack announces the launch of its first smart watch Reflex VOX with a digital campaign including multiple touch points to engage with its audiences. The brand has onboarded actor Rohit Saraf as its ambassador.

     

    Said Fastrack’s Marketing Head Ajay Maurya: “Fastrack has always established a great synergy between communication and innovation that enables us to lead the conversation regarding youth fashion and tech trends. With Fastrack Reflex VOX as we introduce a new category that caters to our audiences and gives us the right opportunity to collaborate with a personality that resonates with the spirit of our audiences. This association with Rohit has been a fun one and we are highly excited to introduce you all to him as the new face of Fastrack for its fash-tech portfolio. Rohit represents the generation of youth with unbridled spirit and enthusiasm and that is what the brand Fastrack represents.”

     

  • To lead creative teams and nurture the company's creative vision

    Liqvd Asia appoints Anish Varghese as CCO

    By Our Staff

     

    Anish Varghese
    Anish Varghese

    Liqvd Asia has announced the appointment of Anish Varghese as its Chief Creative Officer. In this role, Varghese will be responsible for accelerating Liqvd Asia’s creative businesses as well as champion creativity within and beyond the company, fostering a culture that delivers extraordinary work to Liqvd Asia’s clients.

     

    Speaking on his appointment, Arnab Mitra, Managing Director, Liqvd Asia, said: “Anish will be a fabulous asset to Liqvd Asia, and we are excited that he is joining us. He comes with a reputation for creating successful and famous campaigns for brands across different sectors; he brings a unique combination of global and regional experience and craft. He has the energy to mentor, create and lead. I have no doubt he will inspire the best in our people. I am really looking forward to working with him.”

     

    On joining Liqvd Asia, Varghese added: “My whole career has been driven by the aim of transforming agencies and building a complete culture of creativity. I have always been part of a creative system that yields results and firmly believes in ideation that solves problems. I am looking forward to working with the bright and young team here at Liqvd Asia and motivating the client to build incredible stories with experience and modern creativity.”

     

  • A new agile and cutting edge offering for advertising research

    Ipsos India launches Instant|Labs

    By Our Staff

     

    Ipsos has brought Instant|Labs, an advertising and communication tool  to India. This tool, notes a communique, would help marketers in the early stage development of creatives to create sharper creatives and also save on time and money in first making the creatives and then testing them.

     

    Amit Adarkar
    Amit Adarkar

    Said Amit Adarkar, CEO, Ipsos India: “Built on decades of creative development research experience and with a blend of quantitative and qualitative methodology, Instant|Labs aims to uncover respondents’ reactions to creative ideas and explain those reactions, within a few hours. All stakeholders – client, creative agency and Ipsos execs can consider and discuss the findings in real time via a virtual lounge and decide on how to progress.”

     

    Ananya Roy Mathur
    Ananya Roy Mathur

    Added Ananya Roy Mathur, Country Service Line Leader, Creative Excellence, Ipsos India: “The applicability of the tool transcends the entire CPG Sector – FMCG, financial services, durables, tech and retail sectors to accelerate the communication development path and derive meaningful outcomes.”

     

    Jyoti Malladi
    Jyoti Malladi

    Said Jyoti Malladi, Group Service Line Leader, Brand Health Tracking (BHT) and Creative Excellence (CRE), Ipsos India: “It helps marketers in the creative development process and enables optimizing the creative for a more effective communication. It allows for the best of quantitative and qualitative consumer feedback co-opting stakeholders at every step of the way, thus making the whole process collaborative, speedy and actionable.”

     

  • Association to bring in global standards of judging, jury selection and transparency

    Ad Club joins hands with The One Show for Abby

    By Our Staff

     

    Abby, the awards presented by The Advertising Club, has joined hands with The One Show, the leading global awards program in advertising, design and digital marketing. Notes a communique: “The association creates a new gold standard in recognising and awarding the region’s best creativity by bringing global standards of judging, jury selection and transparency to the already revered and established Indian awards brand.

     

    Kevin Swanepoel
    Kevin Swanepoel

    Speaking on the association, Kevin Swanepoel, CEO of The One Club for Creativity, said: “As the world’s premier non-profit advertising and design awards programme, The One Show is delighted to be associated with the Abby Awards of the Ad Club. The One Show is committed to raising the bar on creative judging standards all over the world. With India already a rising new global creative powerhouse, the Abby Awards will further add shine to a very respected domestic creative program.”

     

    Partha Sinha
    Partha Sinha

    Added Partha Sinha, President, The Ad Club: “Abby’s has been India’s mainstay for 56 years when it comes to recognising creativity & innovation across the communication industry. We wanted to add more heft and give Abby’s a place on the global stage it so well deserves. The association with ‘The One Show’ will enhance our judging standards to match global best practices, help in selection of juries and raise levels of transparency in the entire awarding process.”

     

    The Abby Awards will represent the South Asia region that includes India, Sri Lanka, Nepal, Bangladesh and Pakistan and has been doing so since 2004.

     

    In keeping with contemporary trends today, the Abby will include categories such as Direct, Design, Digital, Mobile, Technology, Still Craft, Digital Craft, Radio Craft, Video Craft, Brand Activation & Promotion, Branded Content & Entertainment, PR, Broadcaster, Publisher making it a total communication award in the true sense of the word.