MxMIndia

Author: mxmadmin

  • So do you think our Wizard with Words will agree with our proposition? Read on to figure it out for yourself… in the June 3 edition of Das ka Dum. Have a safe weekend!

    Das ka Dum with Dr Bhaskar Das | Do you agree that the A&M industry has a disproportionately large number of awards?

    Bhaskar DasSo do you think our Wizard with Words will agree with our proposition? Read on to figure it out for yourself… in the June 3 edition of Das ka Dum. Have a safe weekend!

     

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

     

    Q. Do you agree that the A&M industry has a disproportionately large number of awards

     

    A. Accolades are never enough as salutations tend to give impetus to excel. Creativity is expressed in innumerable ways these days and why curb it, just to adhere to a so-called acceptable number, as if it is enshrined in the country’s constitution. Let’s be cheerleaders to the cauldron of the creative oven, rather than be a dampener to the dopamine of the right brain.

     

  • It will lend their expertise to all offline marketing collaterals Kurl-On Mattresses

    Pink Lemonade bags Kurl-On digital mandate

    By Our Staff

     

    Pink Lemonade Communications, an integrated marketing and communications agency, has signed up with Kurl-On Limited mattress manufacturing company as its  agency partner for digital marketing.

     

    Said Prashant Deshpande, Head – Brandcomm, Kurl-on: “We wanted an agency that would bring alive the spirit of the Kurl-On brand for the Indian digital audience and we made the right decision by choosing Pink Lemonade for the job. They have spent time understanding our brand language and imagery, and have successfully helped us reach out to our customer base in creative ways. They are aware about the type of content that will appeal to the younger audience as well as the older audience. Their work ethic and hands-on approach towards the project has made this partnership very successful for us. We look forward to a long-term working relationship with them.”

     

    Added Pink Lemonade’s Founder and Chief Storyteller, Tina Garg: “At Pink Lemonade, we do a deep dive into the clients that we work with to truly understand the character and persona of the brand. Through our comparative analysis and strategies, we are able to position the brand for impact.We believe this is one of the key reasons why our approach aligned with Kurl-on’s expectations. We are excited to work with a household name like Kurl-On, one of the largest players in the Indian mattress industry .”

     

  • The new campaign focuses on brand's ethos of 'no compromise'

    Kotex relaunches Overnight Period Panties

    By Our Staff

     

    Kotex, an American brand of menstrual hygiene products owned and managed by Kimberly-Clark, is relaunching in India Overnight Period Panties that gives unparalleled period protection on heavy flow nights.

     

    Said Saakshi Verma Menon, Marketing Director, Kimberly – Clark India: “As a brand, Kotex strives to work towards a world where a period never stands in the way of a girl’s progress. The Indian girl today, understands that periods are a natural process and openly wants to challenge any taboos or pre-existing negative biases that exist around it. We relaunch Kotex in India with the innovative and convenient Overnight Period Panties. As a woman I can vouch for how life changing this product is and I am thrilled to be able to launch this for the women in this country. Kotex overnight period panties offer women an unparalleled experience of a 360 degree leak free protection. For decades, women have been held back at night and periods have been a yet another reason for it . With the launch of this product, we encourage women to not let their period hold them back so they can own the night – in whatever way they choose to.”

     

    Added Tanuja Bhat, Sr. Executive Creative Director, Ogilvy India: “In a world that says that girls should be back home before night sets in, Kotex as a brand believes that confident, young girls can proclaim, ‘I own the night, I am the change’ and freely do as they please; be a professional gamer, a hula hooper, a night rider or simply take a rest night. The brand launch campaign challenges society’s regressive mindset and gives girls a powerful statement, an anthem that captures their unstoppable spirit as they set out into the world. The innovative product – Kotex Overnight Period Panties, challenges traditional formats and offers modern, superior period protection. Together, they bring alive the Kotex belief that ‘Periods should not come in the way of a woman’s progress’.”

     

     

  • To launch its maiden brand campaign

    Ganguly to promote Joyville by Shapoorji Housing

    By Our Staff

     

    Joyville, the housing platform of Shapoorji Pallonji Real Estate, is all set to launch its brand campaign with Sourav Ganguly as its brand ambassador.

     

    Said Sriram Mahadevan, MD, Joyville Shapoorji Housing: “We are glad to have onboarded Sourav, who is a household name across the country. He is known for his unique leadership, thriving passion, trust, and reliability. Thus, resonating strongly with the core attributes of our brand. All Joyville developments are an address where you are surrounded by people with drive to succeed and Sourav truly represents this spirit.”

     

    Added Parikshit Pawar, CMO, Joyville Shapoorji Housing: “Partnering with Dada is essentially a strategic move. He is recognized for his winning attitude, both on and off the field and is famously regarded as the catalyst of change for Indian cricket. This association between dada and Joyville by Shapoorji Pallonji, can be viewed as a coming together of two winners from their respective fields. Such a symbiotic brand fit is very rare to see.”

     

  • To provide end-to-end PR solutions for water conservation

    PR Professionals bags mandate for Daiki Axis

    By Our Staff

     

    Delhi-based PR firm PR Professionals has won the PR mandate for Daiki Axis India. The firm will be responsible for providing end-to-end PR solutions to Daiki Axis India.

     

    Said Sarvesh Tiwari, Founder and Managing Director of PR Professionals: “We are thrilled to have partnered with Daiki Axis, an organization working towards the noble cause of water conservation. I am confident that PR Professionals will be able to strengthen Daiki Axis India’s brand presence in the country and create meaningful dialogs around water conservation.”

     

    Added Kamal Tiwari, Country Head, Daiki Axis India: “We are committed to promoting water conservation in India through our trusted wastewater treatment technology. We are excited to partner with PR Professionals on our communications objectives as we strengthen our presence across the country.”

     

  • Exaggeration and disproportionate drama are the norm. What used to be denigrated as yellow journalism has become the mainstream, writes Ranjona Banerji

    Ranjona Banerji: Breaking News UnLtd

    Ranjona BanerjiBy Ranjona Banerji

     

    Breaking News: Chris Licht, the new boss of CNN, has said CNN uses “breaking news” far too often!!!

    This will send shockwaves through the world of TV news.

    What will 24-hour TV news in India do now???

    Breaking News:

    PM Modi sat on a chair!

    Breaking News:

    PM Modi gave a speech!

    Breaking News:

    Kareena Kapoor wore a sari on a red carpet!

    Breaking News:

    This is a red carpet!

    Breaking News:

    Modi ji loves carpets!

    Actually, I lie. There is neither any news element nor in any logical flow in the notion of constant breaking news and how it manifests on TV screens.

    Many years ago, the BBC – which is no stranger to constantly “breaking” news on its news channels – ran an excellent satirical comedy called Broken News. But satire has no effect on 24-hour TV News which was born without irony during the first Gulf War.

    https://www.bbc.co.uk/comedy/brokennews/aboutshow_feature.shtml

    From those days of CNN to today, nothing has changed so far as a constant state of hyper-excitement about every small thing:

    Breaking News: A leaf shook in Pennsylvania!

    Breaking News: The Queen was seen at a palace window!

    Breaking News: Donald Trump is a liar!

    And as we know, Indian TV has taken the idea to intolerable heights, depths, whatever.

    Licht says in his memo to staff: “This is a great starting point to try to make ‘Breaking News’ mean something BIG is happening… We are truth-tellers, focused on informing, not alarming our viewers. You’ve already seen far less of the ‘Breaking News’ banner across our programming. The tenor of our voice holistically has to reflect that.”

    https://www.cnbc.com/2022/06/02/new-cnn-boss-has-a-message-for-staffers-cool-it-with-the-breaking-news-banner.html?utm_term=Autofeed&utm_medium=Social&utm_content=Main&utm_source=Twitter#Echobox=1654185727

    How far TV News can self-correct will be interesting to observe. Two generations of journalists have grown up thinking that a constant stream of fluff and gutter news make good journalism. Exaggeration and disproportionate drama are the norm. In print, what used to be denigrated as yellow journalism has become the mainstream. It is unfair to use the term tabloidisation because I have worked for years in a tabloid and we covered serious news and news seriously in ways that TV cannot imagine.

    Sensationalist is the kindest word one can use.

    **

    And then there’s the sort of news that would never get sensationalised. Like science.

    In the Sounds of a Physics Finding in China, Echoes of a Fading Indian Experiment

    With the neutrino lab, we have a failure, because governments interfere.

    https://economictimes.indiatimes.com/news/science/225-hectare-maharashtra-land-handed-over-for-first-ligo-project-in-india/articleshow/87771738.cms

    With the LIGO project, there’s been a massive shadow between thought and action, but maybe something may happen now.

    These are two very exciting projects which take us to the origins of the Universe and to understanding its phenomena. But there is less news about these than about some billionaires wasting money to fly to the edge of the atmosphere. If only some billionaire would pose bare-chested or in some idiotic spacesuit at some science centre, who knows? It might just make “breaking news”!

    Science journalism is a neglected craft as the pandemic showed us. Not that the journalists neglect their work. It is newsrooms, owners and pliant editors who have no clue.

    They’re just eagerly waiting:

    Breaking News!

    Modi ji waves to massive invisible crowds!

    Modi ji is great!

     

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

     

  • Wavemaker brings them together for Season 4 Stranger Things

    Netflix and music maestro Ilaiyaraaja to join forces

    By Our Staff

     

    Wavemaker brought together an industry first musical association with the music maestro Ilaiyaraaja to compose the title track of Stranger Things Season 4 with an Indian twist.

     

    Said Karthik Nagarajan, Chief Content Officer, Wavemaker India: “When we asked ourselves what is that one name that will resonate with multiple southern states and stand for all things ‘80s, there was only one answer – Raja sir. It has been an absolute privilege to work with him on this. As we listened to the track, he had composed in his studio which was a combination of his signature sounds, ending with the world famous Stranger Things theme, we had goose bumps. Netflix has gone the extra mile in reaching out to new regional audiences with this effort to make Stranger Things available in Tamil and Telugu. Today I’m sure Netflix has won a lot of hearts in the south with this video featuring the Maestro and we at Wavemaker are very proud to have made this happen along with our South entertainment partner One Mercuri and Still Water films. This association marks the beginning of the many firsts beautiful collaborations to come.”

     

  • The agency will handle media strategy and buying rights

    Carat India wins Croma mandate

    By Our Staff

     

    Carat has bagged the media mandate for Croma, the retail chain for consumer electronics and durables. As per the mandate, Carat India will oversee the brand’s media planning and buying rights (Traditional + Digital).

     

    Anita Kotwani
    Anita Kotwani

    Commenting on the win, Anita Kotwani, CEO, Carat India said: “We are backed by a consumer understanding proprietary framework, Designing for People (DFP), which is strong & always relevant. It is inspired by design thinking which enables us to help brands with an in-depth understanding of their consumers. Our single-source consumer-connected system is the key differentiator in the Indian market. It has the ability to drive full-funnel client outcomes. Our ability to stay ahead of the curve in the tools and tech space by showcasing a unified holistic view of the consumers has been a key tenet that helped us clinch the business.”

     

    Shibashish Roy
    Shibashish Roy

    Added Shibashish Roy, Chief Business Officer (eCommerce & Marketing), Croma – Infiniti Retail: “We are expanding our presence in India by strengthening our omnichannel proposition with digital initiatives and aggressive store expansion plans. We look forward to working with Carat India as our media planning partner to further build on the Croma brand.”

     

    The account size is not known.

     

  • To lead commercial teams in delivering advertising revenue targets

    Condé Nast India appoints Pankaj Singh Parihar as CBO

    By Our Staff

     

    Condé Nast India has announced the appointment of Pankaj Singh Parihar as Chief Business Officer. Parihar will report to Alex Kuruvilla, Managing Director, Condé Nast India.

     

    Alex Kuruvilla
    Alex Kuruvilla

    Said Kuruvilla: “2021 was the year when Digital + Video became the largest commercial platform for Condé Nast India. The future growth will continue to be driven by these platforms along with our events business, which is beginning to make a comeback. I am excited to have Pankaj on board with us as his experience in driving large scale digital transformation for businesses across industries will be significant as Condé Nast aims to strategically partner and provide our digital audience and data (1P) and content (IP) capabilities.”

     

    Pankaj Singh Parihar
    Pankaj Singh Parihar

    Added Parihar: “Condé Nast has recently been through a global transformation and it’s an exciting time to be part of the company. The premium brands of Condé Nast India have always been a source of inspiration to me and I am eagerly looking forward to working with Alex Kuruvilla  and leading the commercial teams at Condé Nast India towards the next phase of growth, business transformation and digitisation of the organisation.”

     

  • Themed 'Kiraye Se Azaadi'

    Signature Global real estate rolls out new TVCs

    By Our Staff

     

    Real esetate company Signature Global has launched a series of TVCs that touch upon the daily struggles of prospective homebuyers living in rented accommodations. The campaign has been created by Tree Design and produced and directed by SG Pictures.

     

    Talking about the new campaign, Pradeep Aggarwal, Chairman and Whole-time Director, Signature Global India Ltd. said: “Signature Global reiterates its core competency of ‘affordable housing’ with these short stories which target inspiring & first time home buyers. We are trying to showcase the daily struggles of tenants who are often badgered by their landlords but in an entertaining way. At Signature Global, we are always trying to deliver houses which can turn into beautiful homes with all necessary amenities for a family; with lovable families; away from the daily nagging of landlords. These TVCs effectively communicate this underlying idea. We are also extremely thankful to all the esteemed actors who have delivered the message beautifully.”

     

  • To leverage the brand

    Shahid Kapoor to promote Furo Sports Shoes

    By Our Staff

     

    Furo Sports Shoes has announced its collaboration with actor  Shahid Kapoor.

     

    Said Manoj Gyanchandani Managing Director, expressing his views on the collaboration: “We are extremely honoured to welcome Shahid Kapoor as the newest Furo family member. We couldn’t have asked for a better partner in2022 who comes with such high credible energy:

     

    Added Rahul Sharma, Marketing Head: “To continue leveraging our association both in mass media & digital platforms – Shahid would be part of our forthcoming Brand campaigns which are back-to-back linedup starting few weeks from now.“

     

  • To pursue interests outside the advertising industry

    Narayan Devanathan too moves on from Dentsu India

    By Our Staff

     

    Narayan Devanathan
    Narayan Devanathan

    Narayan Devanathan will be moving on from the role of Chief Client Officer (CCO) at Dentsu India, ending his 11-year-long stint with the network. He joins a long list of senior Dentsu folk who have left the group in the last year-odd.

     

    Commenting on Devanathan’s decision, Peter Hujiboom, Interim CEO, Dentsu India said: “Narayan’s leadership has played an instrumental role in successfully aligning Dentsu India with the company’s global ambitions of becoming the most integrated advertising network in the world. His relentless commitment towards providing the finest solutions to our clients is commendable and I wish him all the best on his new endeavour.”

     

    Added Devanathan: “My association with Dentsu goes way beyond the varied roles that I have held within the network. Dentsu has been a life-shaping experience for me and the decision to take this big leap to pursue my interests outside the advertising industry was a tough one but something I am keenly looking forward to. The network is a rich powerhouse of expertise; the enormity of exposure it offers is way beyond many milestones. As I look back, I am filled with gratitude to have been closely working with many of the best talents and industry leaders within the network.”