MxMIndia

Author: mxmadmin

  • Campaign conceptualised and executed by Mullen Lintas

    Katrina Kaif to be brand ambassador of Medimix

    By Our Staff

     

    Medimix, the Ayurvedic personal care brand, has announced its newest campaign “Skinfit Raho, Manmarziyaan Karo” with Katrina Kaif. The campaign has been conceptualised and executed by Mullen Lintas.

     

    Said Pradeep Cholayil, Chairman and Managing Director, Cholayil Private Limited: “Medimix is one of the most popular brands in India. With its Ayurvedic credentials Medimix has stood tall with the testing times and proven to be a quality product for decades. Katrina Kaif has a similar stature, and she is a self-made Bollywood celebrity. With this campaign we aim to establish the synergy between the two and appeal to a younger lot of audience to truly live your life without the skin worries as Medimix is always there.”

     

    Commenting on the campaign, Garima Khandelwal, Chief Creative Officer – Mullen Lintas, ML Corporate added: “Medimix with its legacy of Ayurveda has stood for skin that’s skinfit, with this new campaign we wanted to launch the newest positioning “SkinFit raho, Manmarziyaan karo”, liberating today’s woman of any fear of skin damage and follow her heart to pursue whatever it is she wishes for. Whether societal or self-imposed, there should never be any constraint on what she thinks she can achieve. With natural cues that are the brand codes, we reimagined the brand world with a visual scale and this fresh new attitude with the fresh new brand ambassador and a high energy hummable track.”

     

     

  • Showcases players from RCB, KKR, MI, SRH, and RR

    DDB Mudra campaign for McDowell’s No. 1

    By Our Staff

     

    McDowell’s No. 1 has launched a new campaign for IPL season. The campaign, conceptualised by DDB Mudra, features IPL players such as Virat Kohli from Royal Challengers Bangalore, Yuzvendra Chahal from Rajasthan Royals, Kieron Pollard from Mumbai Indians and many more, to bring alive the stadium action on the screen.

     

    Speaking about this association, Ruchira Jaitly, Executive Vice President and Portfolio Head, Marketing, Diageo India, said: “Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that’s a feast for Indians across the length and breadth of the country. So naturally, we are delighted to be associated with these six iconic teams. Moreover, this cricket season is the perfect platform to bring alive the special moments when yaars connect and make magic happen, whether while playing or while watching this tournament. To further add to the fun and entertainment, we are excited to give fans a chance to cheer for their teams with inspiring and playful language like never before. McDowell’s No.1 Soda is proud to share the spirit of Yaari with these amazing teams and build a meaningful new partnership.”

     

    Added Neeraj Kanitkar, Executive Creative Director – West, DDB Mudra: “No.1 Yaari, six of the biggest IPL teams and 18 superstars deserve a grand platform. #No1YaariCheers is just that. A new language of Yaari that fuses what yaars do – from showing support to inspiring to teasing to provoking to badgering and everything in between – support, inspire, tease, provoke, badger – with the language of cricket. With the cricketers not having to so much act but simply express their Yaari for each other, they brought their own style to the cheering/ chanting. Making for entertaining shoots and an exuberant bunch of films.”

     

  • To lead financial and business affairs of the company

    Shemaroo Entertainment elevates Amit Haria as CFO

    By Our Staff

     

    Shemaroo Entertainment has promoted Amit Haria as the Chief Financial Officer (CFO). Prior to this, he was Vice President-Accounts and Finance and a key member of the executive leadership team at Shemaroo.

     

    Said Hiren Gada, CEO, Shemaroo Entertainment: “We are delighted to announce this new development and congratulate Amit on his new role. Amit’s promotion is aptly timed as we are ready for the leap to lead the exciting future of entertainment, I am confident that he will bring a valuable, holistic perspective to drive our ambitious growth plans while staying true to our vision and core values.”

     

    Added Haria: “I am excited to take up the new role and steer the company’s growth aligned with its overall ambitions. I am truly inspired by the organisation’s work ethics, its culture of innovation, and the core values upon which its foundations rest. This is an exciting time for the media and entertainment industry and I am thrilled to be a part of this new exhilarating journey.”

     

  • Announces a new brand campaign, 'Engineered for More'

    Sideways Consulting promotes Ninety One bicycles

    By Our Staff

     

    Ninety One active lifestyle brand has announced the launch of its new campaign ‘Engineered for More’.  Millennial and Gen Z consumers today are adopting cycling as a lifestyle choice and are looking for differentiated and well-engineered products.

     

    Ninety One’s newly launched campaign – ‘Engineered for More’ has been conceptualized in partnership with Sideways Consulting and will be promoted across TV, Digital and OTT mediums.

     

    Talking about the flagship launch of Ninety One, Vishal Chopra, Co-founder and Managing Director said: “Ninety One represents the aspirations, dreams and vision of a modern, young, confident India that is looking to claim its rightful place in the world order. As we look to scale higher peaks, we are excited to bring alive our brand vision through the “Engineered for More” campaign. To new age India, a cycle represents more of an active lifestyle choice than just a means to travel; this helps make life’s small moments worth cherishing.”

     

    Added Abhijit Avasthi from Sideways Consulting: “Cycling is one of those simple pleasures of life that offers so much more than just going from point A to point B. Each ride is never just a ride. Ninety One understands this connection that cycling enthusiasts have with their bikes and through our film we hope to bring alive this emotion in a refreshing manner. And of course, we will continue to build on this in our efforts further.”

     

  • A nationwide campaign to financially support India's garage painter community

    Nippon Paint launches new campaign

    By Our Staff

     

    Nippon Paint India has launched ‘Rangon Ke Badshah’, a pan-India programme to uplift, reward and recognise the garage painter community and identify India’s top car painters.

     

    Announcing the Initiative, Shae Toh Hock, Senior Vice President, Nipsea Group and Managing Director, Nippon Paint India said: “It would be fair to say that the painter community has played an integral part in our growth in India. They have appreciated our products and our bond with the painter community is sacred. So, it is my pleasure to launch ‘Rangon Ke Badshah’ which is the search for India’s top car painters.”

     

  • So the telltale signs were that he was present at Goafest not as a representative where he has be Group President/Chief Strategy Officer/Mentor, but as Secretary of The Advertising Club

    So what’s next for Dr Bhaskar Das?

    By Our Staff

    There were telltale signs at Goafest last week.

    One of the oldest and seniormost delegates present at the three-day event was perhaps also the most energetic. Present at nearly every session held and of course the awards. He ran upto the stage to meet star guests. Selfies galore with all the people who matter. 

    He is decidedly one of the most cerebral advertising and marketing professionals, one of the few people in the industry who has done his Ph D in marketing twice (not once) and is now working towards his thesis. He is on the Governing Council of MICA, and on the advisory boards and faculty at a few other temples of learning. And then amidst all of this, he does five to seven sales calls a day, is a door-opener for meetings with people who are otherwise unreachable to even the big bosses at media giants. And, yes, he also answers to our questions in Das ka Dum Monday through Friday.

    So the telltale signs were that he was present at Goafest not as a representative where he has be Group President/Chief Strategy Officer/Mentor, but as Secretary of The Advertising Club. Yes, you read it right: he was not representing Republic at Goafest.

    We tried reaching out to Dr Bhaskar Das, he politely declined to speak. We wrote to Republic via the marketing and PR head. No reply. We wrote to Republic owner, MD and editor-in-chief Arnab Goswami via his secretary. Not once, but twice. No reply. News entities we feel should be concerned about authentic information getting out in the market, are often the last to cooperate with sharing of news.

    We also feel that there should be some graciousness, but this is not a story on morals and what’s not cool.

    Das’s exit, if indeed true, will of course significantly impact Republic. In the short run at least. For in the last two years, where many corporate and advertising biggies have been dubbing the channel’s content as toxic, Das and the former Group CEO Vikas Khanchandani have been holding fort. Das’s persuasive and self-effacing demeanour has ensured that even those who detest the channel and its face didn’t mind inviting him for a coffee.

    In the days when the channel was facing a lot of heat, despite friends in the industry asking him to quit, his only reply was: Yes, I am disturbed with the controversy. My age doesn’t allow me the strain. But I will never desert the ship at a time like this..

    While entities like The Times of India, Zee and Dainik Bhaskar have thrived even after his exit, all of them have had a much longer legacy and many leaders who have had a fair equity amongst the powers that be.

    Republic has had a string of senior and mid-level exits. COO and distribution head Priya Mukherjee, Group CEO Vikas Khanchandani and now Dr Das.

    So what does Dr Bhaskar Das do next?

    He has just turned 69. In fact a friend of the family told us that he put in his papers on his birthday on Sunday, on his return from Goafest. He wants to spend more than the hour-odd that he currently does at the gym and spend time with the family, but he also once told us that he wants to fight possible cognitive malnutrition by doing work.

    He is active with MICA, and has also been teaching at various other business schools. He also mentors a few start-ups. Is working on his next PhD. Gives gyaan and put things in perspective for whoever needs the help. And is everyone’s friend.

    Will he join another news entity?

    We don’t know, but we’ll be surprised if he is (or rather his services are) not lapped by anyone.

    He once told us: “Lord Krishna will take care of me. He knows it. I am a das, a loyal servant. I’ve always had cordial relations with whosoever I’ve left.”

    Hmmm.

  • With over 100 ad films

    The Script Room completes three years

    By Our Staff

     

    The Script Room completes three years with over 100 ad films. A pioneer in creating and producing engaging content, The Script Room has worked as a creative agency with a diverse portfolio of clients. Founded by Rajesh Ramaswamy (Ramsam) and Ayyappan Raj in 2019, the agency has been offering content strategies, script writing and production support to clients.

     

    Said Ayyappan Raj, Co-Founder, The Script Room: “Over the three years, we’ve managed to run a smart, clean, cheerful set-up. Maintain a good work-life balance, avoid being factory-fied, encourage individuals to pursue whatever they want personally, good food, good drinks, bad jokes… simple joys and general happiness. Thanks to every single person who’s helped us do this.

     

    Added Rajesh Ramaswamy, Co-Founder, The Script Room: “These three years has been quite a ride. Honestly, we hadn’t planned it out. In fact, we just decided to go with the flow. We’ve met a lot of interesting people along the way. Enjoyed a lot of goodwill, faith and trust. A lot of friends cheered us along. A lot of clients embraced this model. Though we didn’t have a retainer model, they’ve been good enough to return. That’s encouraging. They’ve also been kind enough to spread a good word about us.”

     

  • No specific reason for asking this question, but over a period of time, our eyes always go to the fine print, after reading the claim of course. So we asked Dr Bhaskar Das the question in the May 12 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | When a TV channel quotes its viewership number, should one first look at the fineprint (disclaimer) or the headline?

    Bhaskar DasNo specific reason for asking this question, but over a period of time, our eyes always go to the fine print, after reading the claim of course. So we asked Dr Bhaskar Das the question in the May 12 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. When a TV channel quotes its viewership number, should one first look at the fineprint (disclaimer) or the headline?

     

    A. It’s not an either-or situation. Since data slicing is a function of various parameters of market planning, footprints are critical for confirming brand claims. So, both headlines and footprints complement each other as decision support system.

     

  • Contract manufacturing and an increasingly mature last-mile logistics are two pillars enabling the D2C revolution, writes Ashoke Agarrwal

    D2C Marketing’s Amazon Dilemma

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalOver the past two pandemic-infected years, e-commerce in India and worldwide has flourished.

    Parallelly, the market is in an increasing set of categories – packaged foods, personal care, fashion, electronics etc. – flooded with Direct-To-Consumer (D2C) brands.

    Contract manufacturing and an increasingly mature last-mile logistics ecosystem are the two pillars that enable the D2C revolution.

    A third dimension keeps most D2C entrepreneurs awake at night in the form of a Hamletian question -“To Amazon or Not To Amazon?”

    For an established brand with widespread awareness, a loyal consumer base and a solid traditional distribution, Amazon is just one more channel.

    However, when it comes to a new brand in a competitive market, whether or not to place their product with a big-box e-tailer like Amazon is a critical and fraught question.

    Given the increasing relevance of e-commerce in most categories, digital marketing and e-commerce offer the lowest cost go-to-market route for a new or small business.

    The question that most new or small consumer businesses and brands would therefore face is whether to focus exclusively on building and promoting their exclusive e-commerce platform. Alternatively, have their product available both on their exclusive e-commerce platform and with the relevant big-box e-tailer – the generalists like Amazon and the category specialists.

    The pros of being on a big box platform are immediate reach and visibility.

    The cons are data asymmetry and low brand engagement.

    The big-box e-tailer has all the data on consumer interest and purchases in the category, and the brand has none.

    Such a situation gives the big-box e-tailer an advantage if and when the e-tailer decides to launch its private label brand. AmazonBasics is a prime example of a data-driven private label strategy.

    However, in cases when most of the competition is already selling on the platform, the data issue is moot.

    As for brand engagement, on Amazon, the dominant brand is Amazon. Especially when to consumer searches for a category and is faced with row after row of choices. In such a case, the product brand becomes almost a commodity.

    Brand engagement is less of an issue when a consumer specifies a brand in her search.

    That, however, is likely to happen only when the brand is already an established brand.

    So how does a newcomer brand decide on the “To Amazon Or Not To Amazon” question?

    To my mind, the answer hinges, as it does with most questions in life, on a complex set of interacting factors.

    Some of the factors at play would be the stage in the product lifecycle that the category is, the price and consumer segments the brand is addressing, the competitive set and strategy, the overall distribution scenario and channel shares.

    Even after taking all relevant factors into account, the answer to the question might be different from different points-of-view

    A recent HBR case study titled “Should a Direct-to-Consumer Company Start Selling on Amazon” provides a lucid example.

    It is about PedalSpark a successful direct-to-consumer seller on the company’s e-commerce platform of $4000 luxury e-bikes.

    PedalSpark planned to launch a cheaper, entry-level model at around the $900 mark.

    The marketing and sales team had differing opinions on whether PedalSpark should put this cheaper model up for sale on the Amazon platform besides their exclusive platform.

    The case study outlines the different arguments.

    And as in all HBR case studies, two experts offer their opinion. And viola, the two offer diametrically different but equally convincing answers!

    Expert One advocates that not only should PedalSpark put the cheaper $900 model on Amazon, but it should also consider putting the $4000 model on Amazon. The extra reach that Amazon offers, according to this expert, overrides any negatives.

    On the other hand, Expert Two suggests that PedalSpark should focus on building the brand. And consider launching the brand on Amazon once the brand strength reaches a level where it can be sure that a substantial number of potential buyers on Amazon would search for “PedalSpark e-bikes” instead of just “e-bikes”.

    The HBR case study is available at around $10.

    While “To Amazon Or Not To Amazon” is a sticky question, the question of whether or not to invest in reading the entire case study is not.

    Just do it!

     

    PS: I published a version of this article under the title “To Amazon Or Not To Amazon” on my blog on March 11th 2019.

     

     

  • Note, the xxth is not a typo or the xyz and ??? that you often in see in editorial text where the writer/ editor has forgotten to add/ correct certain information. We just didn't wanted to reveal the real age. Meanwhile: here's Dr Bhaskar Das the question in the May 13 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | We saw you run up to the stage for Madhuri Dixit, SS Rajamouli. Five days after your xxth birthday, tell us: what’s the secret of your energy? (Not Boost, puhleez!)

    Bhaskar DasNote, the xxth is not a typo or the xyz and ??? that you often in see in editorial text where the writer/ editor has forgotten to add/ correct certain information. We just didn’t wanted to reveal the real age. Meanwhile: here’s Dr Bhaskar Das the question in the May 13 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 saw you run up to the stage for Madhuri Dixit, SS Rajamouli. Five days after your xxth birthday, tell us: what’s the secret of your energy? (Not Boost, puhleez!)

     

    A. I am feeling embarrassed as I am a tad bit star struck. In a sense it’s a kind of succumbing to the mythology/ mystic associated with a Brand. Coming to the behaviour which is unbecoming of my demographic cohort and life stage, I would say that my spirits are like a recycled teenager (in fact they are smarter than me these days), and it doesn’t know my age. Finally, for me happiness happens “NOW”. So behave the way that makes me happy. Because kal ho na ho…

     

  • Q1 2022 registers 443 million seconds of ad volumes

    Television ad volumes maintain a steady growth

    By Our Staff

     

    Having closed 2022 on a strong positive note, advertising volumes for television continued to stay stable in the first quarter of 2022 with a total of 443 million seconds across all channels. In comparison to the previous 2 years, Q1 2022 was almost at par with Q1 2021 and Q1 2022 registered a 20% increase in Ad Volumes over Q1 2020. March 2022 also registered the highest Ad Volumes for the year with 154 million seconds.

     

    Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India: “Q1 2022 was a strong opening quarter for the year given the upward growth in January, February and March 2022. The number of advertisers and brands that continued to engage with television viewers, is also higher in Q1 2022 over Q1 2021. Televisions consistent growth in ad volumes in the first quarter of 2022 reaffirms the reach of the medium.”

     

    With 4259, the total number of advertisers on TV in the quarter was higher if compared to the same period in 2021. 49% of the advertisers in this period were either new or returning advertisers on television and January 2022 registered the highest number of advertisers for the quarter with 2769 advertisers.

     

    The Next 40 advertisers beyond the Top 10 were 36% higher in Q1 2022 than in Q1 2020. Ad Volumes for categories like Corporate Brand Image, Telecom Products and Education have grown exponentially over Q1 2021. Ad Volumes for Ecommerce grew by 40% in Q1 2022, compared to Q1 2021.

     

    While the number of advertisers for Personal Accessories has seen the highest growth of 17% over Q1 2021, Ecommerce category increased by a significant 58% in Q1 2022 over Q1 2020. At 64%, the Education category had the highest share of New & Returning Advertisers in Q1 2022.

     

    Tamil language channels have the highest share of Exclusive Advertisers at 54% and Hindi has highest share of New & Returning Advertisers at 48%.

     

  • For data leakage prevention

    Synersoft Technologies launches first brand campaign

    By Our Staff

     

    Synersoft Technologies, an SME-focused IT company, has launched its first campaign for its product Blackbox. In this campaign, they are launching video series named “Videos for Laymen” to create awareness among laymen about data leakage prevention.

     

    Said Vishal Shah, Co-Founder and CEO of Synersoft Technologies: “We want people to be informed about data leakage prevention. Nowadays, data loss is the major problem faced by every enterprise thus knowledge regarding this issue is very important. We have started this video series to make people aware of data theft and data loss. We have created BLACKbox for data protection. It has several features that help enterprises in data loss protection and data theft prevention.”