MxMIndia

Author: mxmadmin

  • The film is directed by Neha Kaul of Corcoise Films

    Ogilvy crafts Lux Cozi campaign

    By Our Staff

     

    Lux Industries, the innerwear manufacturer, has launched a new advertisement campaign film for its brand ‘Lux Cozi’. The film features brand ambassador and actor Varun Dhawan. The creative agency is Ogilvy Mumbai, while the film is directed by Neha Kaul of Corcoise Films.

     

    Speaking on the launch of the new campaign, Saket Todi, Executive Director, Lux industries said: “At Lux, we have always valued our consumers’ thoughts and behaviour more than anything. Their preferences and opinions have inspired us while their insights have helped shape our brand image and propelled our businesses in the right direction. This campaign is a testament to this ideal of ours. We believe that Lux Cozi as a brand must be dynamic and in sync with how the consumer is moving. Today’s consumer for Lux Cozi is looking for a happy zone and we hope that this advertisement film will bring a smile on the faces of our consumers.”

     

    Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy India: “The purpose of an undergarment is to make one feel cosy and comfortable. It is not to increase the sexual appeal or body display. The new Lux Cozi film featuring Varun Dhawan achieves the purpose with dignity and grace.  A film that no one will feel uncomfortable watching with the family.”

     

    Said Neha Kaul, Director, Corcoise Films: “Filming with the bundle of energy – Varun Dhawan was a sheer delight. Discussions and jamming sessions with Varun were a great value-add and I am super delighted with the film.”

     

  • New TVC features Pankaj Tripathi, Manoj Bajpayee and Nawazuddin Siddiqui

    Bail Kolhu Oil campaign advocates gender equality in kitchen

    By Our Staff

     

    Bail Kolhu Mustard Oil, a brand of BL Agro, has launched a new campaign. The TVC advocates to equalise gender roles in the kitchen with tagline #RasodeMeinMardHai. It stars actors Pankaj Tripathi, Manoj Bajpayee and Nawazuddin Siddiqui. The advertisement was conceptualised and created by Leads Brand Connect.

     

    Commenting on the launch of Bail Kolhu’s new TVC, Ashish Khandelwal, Managing Director, BL Agro, said: “Bail Kolhu is a long-standing brand with recall value rooted in consumers. So, our vision with the TVC went beyond generating brand lift and into advocating #RasodeMeinMardHai concept, and we couldn’t have found a better fit to champion the social cause than Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui. Their persona and journeys are very apropos of the initiative, which is why the message we wanted to convey comes out very naturally and effectively.”

     

    Added Leads Brand Connect CEO Sanjay Srivastava: “Leads Brand Connect team came up with an extremely unconventional but necessary concept of “why should cooking be a woman’s job alone.” It’s a stereotype that is often represented in advertisements, and we wanted to break that chain while simultaneously supporting the idea that men should cook too. With Pankaj, Nawazuddin, and Manoj, we were able to bring that out without being on the nose about it and, of course, creating more recall for Bail Kolhu.”

  • To 'create the next wave of transformative experiences'

    OMD India appoints Iti Kaul to head digital

    By Our Staff

     

    Iti Kaul
    Iti Kaul

    OMD India has appointed Iti Kaul to spearhead the digital practice for the agency. Kaul will take charge of the role from PHD Media where she currently leads digital planning as its General Manager. She will be reporting to Anisha Iyer, OMD India CEO.

     

    Commenting on the appointment, Iyer said: “The story of OMD India’s growth and success is one that is driven by our people and their unwavering commitment to delivering better decisions for our clients, unapologetically and innovatively. Iti’s role will add significant leverage to our digital practice as we create the next wave of transformative experiences for our clients. We are thrilled to have her on board and are confident that her expertise and future-ready perspectives will elevate our work to drive greater impact and successes for client growth.”

     

  • Will now get access to popular game titles from various franchises

    Vi ties up with Nazara to boost gaming content

    By Our Staff

     

    Its voice connectivity can be patchy at places, but just how many people use cellphones for only voice these days. Telecom service provider Vodafone Idea has launched a new proposition for gaming enthusiasts in India – Vi Games on the Vi App – in partnership with Nazara Technologies Limited. Vi customers will get access to a wide range of gaming content including popular game titles from various franchises in India on its gaming platform – Vi Games.

     

    Said Avneesh Khosla, Chief Marketing Officer, Vodafone Idea: “We are seeing a significant uptake of gaming consumption in India with more than 95% of gaming enthusiasts using the mobile device to enjoy a wide variety of content. Deeper penetration of smartphones and 4G availability has led to meteoric growth and adoption of gaming content making it a popular choice for fun and entertainment. We see gaming as a major focus area of  our digital content strategy and we intend to build a comprehensive play encompassing most facets of gaming with the aim of establishing Vi as a preferred destination for both, casual as well as serious gamers. Our partnership with Nazara Technologies will elevate the gaming experience that we offer to our consumers through a wide bouquet of exclusive games available on the Vi app for our users.”

     

     

  • As part of WPP's global transformation journey

    WPP launches Global Engineering Centre in Chennai

    By Our Staff

     

    WPP has announced the launch of a new Global Engineering Centre (GEC) in Chennai, India. The centre will play a role in further strengthening WPP’s global service offering, by partnering resilient, industry-leading technology and skills with creative brilliance.

     

    Mark Read
    Mark Read

    Speaking on the launch, Mark Read, CEO – WPP said: “The pandemic has caused a fundamental shift in the way most businesses operate. Technology, now more than ever, is the primary driver of growth, and will be critical to help us build back not just better – but best. WPP is genuinely invested in growing our presence in India and increasing our focus on recruiting highly skilled talent at a local level – not only in our creative industries but also in the technology industry. Our new WPP colleagues in Chennai will play a pivotal role in further developing our technology offering – and will have the unique opportunity to work together with colleagues in an industry that has the power to create positive change at scale. Something I’m very excited about.”

     

    CVL Srinivas
    CVL Srinivas

    Added CVL Srinivas, Country Manager, India, WPP: “India is already playing a major role in WPP’s transformation with over 4000 people working across several global Technology COEs. The GEC will add to this talent pool and help us scale technology across our global company. We are excited to welcome our colleagues in Chennai.”

     

  • Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age, writes Sanjeev Kotnala

    For, some ‘daag’ are ‘achche’

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaHoli Hai. Bura Na Mano Holi Hai. And if it’s Holi, can Daag (dirt spots) be far behind. Despite the government’s proposed control and appeals from environment groups, it’s Holi after many years. So all are eagerly awaiting the day, ready for some fun and some Daag.

    There is therefore no surprise that Surf Excel has extended its ‘daag achche hai‘ – a 17-year-old campaign insight with yet another Holi film in 2022.

    Holi and Daag and detergent go hand in hand. After all, even the ignorant Hindu agrees that  Holi is all about remixing-forgiving-cleaning and recreating the magic of relationship.

    There is only that much advertising magic in ‘Daag Achche hain’. And the craftiness required to keep it alive with newer expression and intent is getting tougher with every passing year.

     

     

    ‘Jo rang bachpan lautaye, woh rang achhe hain‘. (Dirt spots that can bring back the childhood- are good)- a desire to bring alive the child within and enjoy childhood is a nice thought.

    The mega-solution suggested by the kid in the film is unexpected and not of her age. A stretch of the imagination. Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age. They are too woke. Childhood is hidden behind the tricky crafty twist and finding the solution to every problem.

    The first time it did with the puddle, it was fresh and made you appreciate the thought. “Daag lagne se agar kuch achcha hota hai, toh daag achche hai na? (If something good comes out of staining, stains are good).’ It was definitely fresh.

     

     

    Overall the new 2022 version does the job. Its cast, execution and straining vocal collectively make it a feel-good film. It does not evoke a wow and does not push the viewer to see the brand differently.

    In the campaign journey, kids have played with dirt and stained their clothes, and in the process, they solved some problems. Remember the kid watering the pitch, the sack race buddies and the so emotional ad of the teachcher losing her pet.

    All of them were wonderfully directed, and they mostly brought a smile to the face of the viewer. But, I am not sure if it has the same pull- surprise and engagement. The template of kids’ freedom to get dirty, the wokeness of the solution needs a mega uplift.

     

     

    And the extensions at times open for debate and discussion. ‘Rang Laaye Sang’- the Hindu-Muslim unity raised many eyebrows, and questions were raised. And if such questions (Daag) are raised on such communication, I agree ‘Daag Achche hai’. Though I know, like the Tanishq ad, people will always rightly question if the reverse could have been true or even thought of.

     

     

    One does appreciate some of the extensions of the campaign. ‘Agar ungli pe daag lagne se achhi sarkar banti hai, to daag achche hain’ . If the staining of a finger results in forming a good government, then the stain is good was good and is relevant even today.

    Many may disagree with me- but then the daag of disagreement is achcha for further thinking. Maybe we have stretched the thought too far for too long.

     

    Daag– Not A Flaw- But An Opportunity To Better.

     

    Daag– the dirt stains symbolise imperfection- a defect- unwanted. Chaand pe Daag. The daag on izzat is defined by the Bollywood masala films. Wherever expectations are not met, Daag is imprinted. If the kid does not qualify in an exam- Daag on the family. If a movie does not run- a Daag on producer- actor- director’s career. A dent on the car- a Daag on its beauty. Pimple on the face-  Daag on the face.

    Daag may be as versatile as OSHO’s famous narration of the other four-letter word. Daag is just a flaw- temporary or permanent. And has always been an unwanted aspect of life.

    Surf Excel have, in the past, done wonderfully well to remind that flaws only make her human. And that flaws/Daag/stains can be as transient as the stains on the cloth. That the flaws in relationships, in society, and may be in the individual attitude could be more than repaired- removed and amended. However, the brand should remain cautious of the dirt it refers to.

    Some dirt should never be cleaned. It is an essential part of life, and it helps create society and retain human flaws.

    Some emotions that the woke brands and intellectuals find archaic and unwarranted actually make life what it is. There is no point in practical life to be DEVTULYA- like God- and then even God has flaws. And somewhere, the kids and elders in Surf are so Devtulya that they make the consumer realise- Saab Daag Achche Nahi hai.

     

     

    Style Note: Achche is spelt variously by people: Achhe, Achhe or an accented Achché. MxMIndia spells with with Achche. Here and in the Achche Din Aane Waale Hain line – Ed

  • A fairly detailed question. And surely not right to brush off an entire business just because of what we see is a trend. So we asked Dr Bhaskar Das this question for the March 16 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Given that many large advertisers are beginning to buy media without intermediaries as also the growth of programmatic advertising. do you think the model of media agencies needs to change?

    Bhaskar DasA fairly detailed question. And surely not right to brush off an entire business just because of what we see is a trend. So we asked Dr Bhaskar Das this question for the March 16 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. Many large advertisers are beginning to buy media without media agencies as intermediaries. Given this and the growth of programmatic advertising, do you think the existing operations model of media agency needs to change?

     

    A. It’s a fact that the advertising industry is going through a structural change. But that might not mean that it is facing less relevance. In fact leading agencies are engaged in addressing disruptions taking place in various areas of their operations,  be it at consumer end, technology end or at performance marketing end. So model change at the advertising agencies level is already taking place.

     

  • Both will be based out of Delhi NCR

    Aditi Mishra to be CEO, Lodestar UM. Hema Malik is CIO, Mediabrands

    By Our Staff

     

    Mediabrands announces two top leadership appointments. Aditi Mishra has become the new CEO of Lodestar UM and Hema Malik has been elevated to the new position of Chief Investment Officer, Mediabrands India. Both Mishra and Malik will now be part of the Mediabrands India Leadership Team and based out of Delhi NCR. Mishra takes over from Nandini Dias who has announced her moving on and will be in the organisation till around mid-April.

     

    Said Shashi Sinha, CEO, Mediabrands India: “I am a firm believer of leadership from inside; success with and around people for winning together. Both Aditi and Hema have been with the organisation for over two decades and have done us proud in their multiple roles over the years. Nothing makes me prouder than to see our own people grow. I am thrilled and view these appointments as a giant leap forward. I am confident that both Aditi and Hema will embrace their new roles successfully and champion good growth.”

     

    On her appointment, Mishra said: “I am excited and honoured to be taking on the role of CEO of Lodestar UM. As I think about what is next for us in the challenging environment of today, I am energized by the vision of building an agency resilient and agile to partner with clients and the community for the future. A team that will not just ride the waves of digital transformation but fosters media as a growth driver for business. I recognise that I have big shoes to fill and with the support of the incredible teams across Mediabrands India, I look forward to stewarding this journey for Lodestar UM.”

     

    Added Malik: “We at Mediabrands India have always ensured that all our clients get full advantage of the opportunities in the marketplace. With the setting up of Mediabrands Investments, we are not only strengthening our obsession for performance and accountability but are equally energized to explore transformative partnerships and set new trading norms beyond the obvious. I am honored and excited to be the first CIO of Mediabrands India. So much to look forward to as we build the new.”

     

     

  • 50% of user transactions on the FS platforms have come through tier 2 & 3 cities

    Fantasy Sports Industry to contribute INR 24,300 CR: FIFS-Deloitte Report

    By Our Staff

     

    The Federation of Indian Fantasy Sports (FIFS), India’s self-regulatory industry body for Fantasy Sports (FS), has unveiled the findings of a report titled ‘Fantasy Sports: Creating a Virtuous Cycle of Sports Development’ in collaboration with Deloitte.

     

    According to the report, India is the world’s biggest Fantasy Sports market with a user base of over 13 crore, which is expected to further grow at a CAGR of 32% in the coming years. The country has become a high-growth, in-focus market for FS due to factors like large tech-savvy millennial population, growing affiliation with sports, rapid smartphone penetration, availability of low-cost mobile data; and the market size is projected to grow from INR 34,600 cr in FY21 to an estimated INR 1,65,000 cr by FY25 thereby clocking a CAGR of 38%.

     

    Said FIFS chief executive officer (CEO), Anwar Shirpurwala: “We can infer that the generation of INR 5,200 crore revenue, in FY21, would have created an indirect revenue of approximately INR 5,500 crore through its vendors and service providers. The total revenue attributable to FS (direct + indirect) is therefore INR 10,700 crore. It may also be noted that the indirect revenue will generate its own stream of GST as well Fantasy sports industry is making huge economic inroads into India’s overall growth and development in multiple ways – creating highly skilled jobs, attracting foreign direct investment (FDI) and generating significant revenue for the exchequer. Besides, it is also propelling sporting culture and giving a boost to non-cricket sports as people tend to hone knowledge to participate in fantasy sports contests. Taking cognisance of the potential of this sector together with multiple favourable court judgements, primary government think tank NITI Aayog has released comprehensive guidelines for Fantasy Sports.”

     

    Sharing his thoughts about the sector, Prashanth Rao, Partner, Deloitte India said: “Online Fantasy Sports has, over the past few years, witnessed unparalleled growth and widespread acceptance among the Indian Sports Fans. By leveraging cutting edge technology, developed locally, this sunshine sector is now emblematic of the Indian ‘Atma Nirbhar’ vision of self-reliance and growth. I believe that FIFS can help the sector unlock its true potential by encouraging responsible rule-based gaming and contributing to the development of the sporting industry in India.”

     

  • "Journalists Kumar Sambhav and Nayantara Ranganathan discover how the BJP used the media, through a Reliance-funded Facebook page called NEWJ to spread fake news," writes Ranjona Banerji

    Ranjona Banerji: Facebook, the BJP and Reliance…

    Ranjona BanerjiBy Ranjona Banerji

     

    That the right-wing uses the media to spread hatred and propaganda is not new. But the extent of the collusion continues to horrify. There is more evidence of the reach of this hatred in an investigation by Reporters Collective carried by Al Jazeera. Once more Facebook is involved and in India, it is promotion of the BJP funded by Mukesh Ambani’s Reliance.

     

    Journalists Kumar Sambhav and Nayantara Ranganathan discover how the BJP used the media, through a Reliance-funded Facebook page called NEWJ. Fake memes were put in the 2019 election that BJP candidate Pragya Thakur had been acquitted of all charges in the Malegaon blasts case.

     

    As the Cambridge Analytica case showed, Facebook is heavily used to spread misinformation and fake news especially by the right-wing, whether to get Donald Trump elected as US President or push through the Brexit vote in the UK. However, it’s not just algorithms and “systems” which can be blamed. There is complete human collaboration to ensure that the message of hatred for the party of choice is pushed through.

     

    As the AJEnglish report found out: “A Facebook page called NEWJ paid for both the advertisements, as per Facebook’s Ad Library, a graphical interface to browse advertisements placed across Meta Platforms, Facebook’s parent company. NEWJ, the acronym for New Emerging World of Journalism Limited, is a subsidiary of Jio Platforms Ltd, India’s largest telecom and internet conglomerate which is owned by billionaire Mukesh Ambani’s Reliance Group.”

    https://www.aljazeera.com/economy/2022/3/14/how-a-reliance-funded-company-boosts-bjps-campaigns-on-facebook

     

    The Reliance Group has not only pushed the BJP’s Pragya Thakur, who is still under investigation on terrorism charges, but also pushed fake news about Congress’s Rahul Gandhi. Underlying this is also religion. Thakur has been accused to bombing a mosque. A speech by Gandhi was manipulated to show that he supported Islamist terrorists. As it is, the Ambani-owned CNN News18 carries rabid anti-Islam pro-Hindutva shows and programmes. This investigation reveals the extent of the rot.

     

    The Reporters Collective investigation also shows how Facebook’s algorithm offered the BJP much cheaper advertising rates than other political parties. This allowed the BJP to spread its messages further:

     

    “Facebook’s algorithm offers cheaper advertisement deals to India’s ruling Bharatiya Janata Party (BJP) over other political parties, according to an analysis of advertisement spending spread across 22 months and 10 elections. In nine of the 10 elections, including the national parliamentary elections of 2019 that BJP won, the party was charged a lower rate for advertisements than its opponents.

     

    The favourable pricing allows the BJP, Facebook’s largest political client in India, to reach more voters for less money, giving it a leg up in the election campaigns.”

    https://www.aljazeera.com/economy/2022/3/16/facebook-charged-bjp-lower-rates-for-india-polls-ads-than-others

    The investigation also looked at the murky world of “ghost advertisers” which allows parties like the BJP to get away with its hate-spreading agenda by hiding behind proxies. The question for India to ask is why India’s biggest company, Reliance, should be part of this agenda, as these reports reveal.

    https://www.aljazeera.com/economy/2022/3/15/inside-facebook-and-bjps-world-of-ghost-advertisers

    The other question which has been asked innumerable times but to which we in the media have no answer is why the media in India has been so compromised by the BJP. Before I get any number of answers from all the usual know-it-alls within and without the media, I have to make to clear that none of those answers provided are satisfactory. The media is not an NGO, money is important: we all know that, it’s now new and we all have to get paid salaries. It insults the mind that these are provided as excuses. The current extent of the degradation is so disastrous that there is no explanation which can cover that.

     

    The only hope we have is these independent organisations. For how long…

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • This is the third senior leadership appointment by MullenLowe Lintas Group

    Lintas C:EX appoints Niranjana H as Creative Director – Brand Solutions

    By Our Staff

     

    Niranjana H
    Niranjana H

    Lintas C:EX Entertainment, the newly launched branded and original content division of MullenLowe Lintas Group, has appointed Niranjana H as Creative Director – Brand Solutions as part of the Lintas C:EX Entertainment creative team to lead Brand Solutions.

     

    According to a communique, the MullenLowe Lintas Group aims to strengthen its foothold in the original and branded content space through Lintas C:EX Entertainment. The Group had appointed Yogesh Manwani as President to lead its entertainment content business followed by Shailendra Jha’s appointment as Lead Content Advisor – Fiction Originals. “This new appointment is another step in the direction of furthering the divisions’ vision of telling impactful and entertaining stories,” notes a communique

     

  • To lead Taproot Dentsu and Isobar India as CCO

    Aalap Desai to also be CCO, Taproot

    By Our Staff

     

    Aalap Desai
    Aalap Desai

    Dentsu India has appointed Aalap Desai to the role of Chief Creative Officer (CCO), Taproot Dentsu, a DentsuMB Company. In both roles, he will report into Ajay Gahlaut, Group Chief Creative Officer India (GCCO), Dentsu Creative India.

     

    In addition to leading Isobar India’s creative team, Desai will now also be responsible for Taproot Dentsu’s transformation into becoming a Nex-Gen, digital-first agency.

     

    Sidharth Rao
    Sidharth Rao

    Said Sidharth Rao, CEO, DentsuMB Group: “The decision is vital to the growth of Dentsu Creative in India and aligned with the network’s global ambitions. Talents such as Aalap and Titus come with unmatched expertise and experience; and their contributions are bound to outweigh the expectations of our clients and the industry. Over the years, they have been groomed with the proficiency to build brands from scratch and are excellent at measuring and matching the market pulse with client needs. With this move, I look forward to Dentsu Creative India reinforcing creative solutions in newer & undefined ways.”

     

    Ajay Gahlaut
    Ajay Gahlaut

    Added Gahlaut: “It is fascinating to work with some of the country’s best creative brains. Aalap and Titus are creative geniuses who have delivered some fantastic campaigns over the years. Their brand-building approaches are contemporary and fresh. I feel that’s the need of the hour. All the conversations around us are evolving and it is inevitable for brands to evolve their conversations too. They are perfect for that task. Their expertise in brand thinking and storytelling will create robust digital-led creative solutions for clients. I am looking forward to working with both.”