MxMIndia

Author: mxmadmin

  • The TVC is conceptualised by Sideways

    Ranveer Singh learns new ‘moves’ for latest campaign of Rupa Frontline

    By Our Staff

     

    Rupa Frontline, the men’s innerwear brand, has launched a new campaign featuring brand ambassador Ranveer Singh. The film is conceptualised by Sideways.

     

    Commenting on the new television commercial for Rupa Frontline, Mukesh Agarwal, Director Rupa and Company Limited, said: “We have consciously moved away from the traditional ‘boy-impresses-girl-and-takes-her-away’ kind of storyline with this TVC in order to be more relevant to today’s youth, who are our real target audience. Challenges are part and parcel of life. Rupa Frontline celebrates the human ability to smartly overcome these challenges without being too predictable or clichéd. Our customers have loved Rupa Frontline over the years and this is one of our ways to acknowledge their faith and trust in the brand.”

     

    Added Sameer Sojwal – Creative Head, Sideways: “Using celebrities interestingly always makes ads more memorable. So we used Ranveer in a new role – as a chess master. Through his infectious energy, we played up the effortless style and ease that Rupa Frontline stands for.”

     

  • To promote the use of genuine parts

    Hyundai Mobis launches campaign for Anti-Counterfeit Day

    By Our Staff

     

    Mobis India, manufacturer of automotive parts, accessories and mobility solutions for Hyundai Motors in India, has launched a ten-day long all-encompassing Digital campaign – “Safety Har Baar, Bharosa Baar Baar” on Anti-Counterfeit Day to promote the use of genuine parts. This initiative is a clarion call to stop the use of non-genuine products, which pose a huge threat to safety of customers as well as the genuine auto players in the market. The Digital campaign is active from June 1st-10th, 2022.

     

    Said Yong Goon Park, Managing Director, Mobis India – AS Parts Division:  “With rapid technological advancements in the automobile industry, it is a sad reality that manufacturing and marketing of non-genuine auto products is at an all-time high. What’s more perturbing is that despite strict measures, the situation remains grim leaving all auto companies incurring a huge loss of revenue. Most importantly, it imposes a huge threat on the safety of the passengers. It is even dangerous to gauge the impact of using non-genuine products as these never comply with the stringent criteria of standard genuine manufacturing processes and hampers the brand credibility drastically.”

     

  • Brings to life Himalaya's vision of "Wellness in Every Home, Happiness in Every Heart"

    Himalaya encourages consumers to prioritize Wellness in new campaign

    By Our Staff

     

    Himalaya Wellness Company, has launched a new equity campaign which inspires consumers across age groups to prioritise health and wellness.

     

    Speaking on the campaign, Rajesh Krishnamurthy, Business Director – Consumer Products Division, Himalaya Wellness Company, said: “At Himalaya, we believe that wellness is the real happiness. This brand film reiterates our commitment to creating awareness of the role of wellness for healthy and happy living. Himalaya has pioneered and developed a range of head to heel consumer products, reinforcing our vision of Wellness in Every Home, Happiness in Every Heart.”

     

    Added M Damodaran Nair, President & Head of Office, FCB Bengaluru: “Over the last couple of years, we’ve all realised the importance of health and wellness in some way or another. It was the right time for a brand like Himalaya, which has pioneered wellness and built its legacy for over 90 years, to re-instil and reiterate the role of wellness in our daily lives. The old saying ‘health is wealth’ has never been truer, and Himalaya goes one step further to say, ‘wellness is true happiness’.”

     

  • The creative agency behind the campaign is Brandmovers India

    Taapsee is brand ambassador Vogue Eyewear

    By Our Staff

     

    Vogue Eyewear has unveiled a new campaign with Taapsee Pannu as brand ambassador. Brandmovers India is the creative agency behind the campaign.

     

    Said Gunjan Saigal, Brand Business Head, Vogue Eyewear: “Our new summer campaign featuring Taapsee Pannu encourages women to celebrate themselves. The new collection from Vogue Eyewear is a perfect fit for every occasion and mood – be it a casual-cool look for brunch or sharp, power-dressing for work, our new range covers it all.  Taapsee is the perfect embodiment of the essence of the campaign, embracing her authentic self effortlessly and inspiring women everywhere to let the world see them as they are – confident and powerful in their own skin.”

     

    Added Adrijaa Sanyal, Senior Creative Director at Brandmovers India: “Vogue Eyewear’s latest range for Summer ’22 is the key inspiration behind the campaign this year. We wanted to highlight the contemporary vintage-glam aesthetics of the new range while staying true to the core message of celebrating individual spirit and self-expression that Vogue Eyewear has consistently strived to inspire their consumers with. We’ve crafted the film with an intention to convey the sense of unfaltering confidence and power that comes from self-assertion and making oneself visible, no matter who or where they are. The campaign aims to encourage consumers to embrace their uniqueness and show up to the world everyday armoured with a high spirit and high fashion that the new range from Vogue Eyewear brings to their toolbox of self-expression.”

     

  • "Judging by the reaction of India's TV media to the consequences of its Islamophobia and its hatred for Muslims, it is unlikely that self-realization will happen any time soon," writes Ranjona Banerji

    Ranjona Banerji: TV’s Toxicity Never Stops

    Ranjona BanerjiBy Ranjona Banerji

     

    As expected, the bulk of the Indian mainstream media has ignored the disaster it has created with its extreme Islamophobia. Should I further qualify this sentence? The main culprit – television media – is largely unconcerned with the fallout of its Islamophobia in the world and especially in the Middle East and West Asia.

    Since my last update on Tuesday, more nations have taken exception to former BJP spokesperson Nupur Sharma’s remarks and complained to the Modi government. The Modi government has been forced to fall over itself apologising and distancing itself from and hiding from its own fringes.

    TV? Same old same old.

    Rahul Shivshankar of Times Now, which has the privilege of denting India’s international image, has whinnied away on Twitter about how Hindus are still in danger and denied that his channel is Islamophobic while reiterating his Islamophobia. There is no official statement on Times Now’s role in this debacle from Bennett Coleman. As a matter of interest, this is the media organisation which started an “Aman ki Asha” campaign for more friendship between India and Pakistan. Because it “believed” that regardless of India’s foreign policy imperatives, subcontinental friendship and peace were important.

    Rahul Kanwal of India Today, which perhaps felt it had been overshadowed in Muslim hatred by Times Now, promoted remarks by the controversial extreme right wing Islamophobic Dutch MP Geert Wilders, who spoke in support of Nupur Sharma.

    Apparently, India Today carried some “discussion” between its top editors on whether one should invite toxic hate-spreaders on TV and if you are fooled by that, you obviously watch Indian TV news and believe everything you receive on Whatsapp.

    There is clearly within TV an inability or reluctance to face its own shortcomings and frankly massive faults. For the media, which lectures everyone else on how to live life and questions the Opposition day and night (while giving free passes to the BJP) to have so little self-awareness about its own behaviour is not laughable. It is criminal. All the waves of hatred which have spread through India in the last eight years have had active media assistance.

    A strong statement from the Editors Guild of India encapsulates the depths to which what passes for “journalism” in Indian TV have fallen:

    “…some of these channels prompted by the desire to increase viewership and profit were seemingly inspired by the values of Radio Rwanda whose incendiary broadcast caused a genocide in the African nation.

    EGI demands that these channels pause and take a critical look at what they have done by giving legitimacy to toxic and divisive voices that has made the national discourse coarse and the gap between communities unbridgeable.”

    The EGI statement also refers to the Kanpur riots, caused by Sharma’s remarks on Times Now. It asks for greater vigilance by broadcaster and journalist bodies.

    https://thewire.in/media/nupur-sharma-tv-debate-editors-guild

    Frankly though, judging by the reaction of India’s TV media to the consequences of its Islamophobia and its hatred for Muslims, it is unlikely that self-realization will happen any time soon.

    Mukesh Ambani’s channel News18 ran an “exclusive” on “anti-Hindu hate” in Pakistan. A “discussion” on freedom of expression. A section on how the Delhi police responded to Sharma’s remarks. The saviour of Hindus, Anand Narasimhan’s Right Stand seemed terribly concerned about China’s economy for some reason. And the supposed voice of reason on the channel, Zakka Jacob, was bothered by VIP culture and road rage.

    If the first draft of history is journalism, you won’t get it through Indian TV.

    Nor, frankly, will you get the news.

    Just hatred.

    Introspection in Indian television media is an impossibility without a total, what do they call it these days? System cleanse? Detox?

    Ya, those.

    As if.

     

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

     

  • The only community who can action a change are advertisers. If the money dries up, TV channels will have to fix things, writes Shailesh Kapoor

    PrimeTime Debates: Hate Story 2022

     

     

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorIt had to happen someday. The vitriolic nature of prime-time debates on Indian TV channels has been there for everyone to see over the last decade. It was only a matter of time that this daily dose of toxicity snowballed into something serious and threatening. A comment by BJP spokesperson Nupur Sharma on one such debate has resulted in a major diplomatic crisis. In turn, it has resulted in BJP putting down some guidelines regarding the code of conduct for their spokespersons on TV channels. I’m afraid, it’s a case of too little, too late. The damage may have already been done.

     

    Nupur Sharma is not one of a kind. It could have been anyone else instead of her. Spewing venom on prime-time debates has been par for the course. It’s a format and style that was first championed by Arnab Goswami, whose own debates have degenerated with every passing year. Other channels followed suit, and on any given weekday, we now have more than 30 prime-time debates competing on decibel levels as well as on absurdity.

     

    How did we reach this nadir? A part of the answer lies in the mad rush for TV ratings. In a multi-channel scenario, where you are looking for a share of eyeballs in times of low attention spans, outshouting the next channel on the remote is a temptation that’s hard to resist. I don’t have much of an issue with the noise and the outshouting per se. Even if you believe such content is lowbrow, it is still harmless. You can simply switch channels, or watch news online or on social media.

     

    But over the last four years, the discourse has started peddling hate, which, unlike noise, is dangerous. The transition from distasteful but harmless noise to hateful and divisive communal witch-hunts started in the build-up to the 2019 general elections, and continued to get worse in the pandemic years. And here we are, in 2022, in a diplomatic tangle, because a hate-spewing spokesperson went too far one day.

     

    Will anyone learn anything from this at all? Will our politicians, who are generally over-enthusiastic in supporting censorship of entertainment content, self-censor their own people? Will news channel bosses have some tough talks with their offending anchors? Much as we wish the answers to these two questions is ‘yes’, the compulsions of electoral politics, coupled with the subservient nature of Indian media, especially television news, makes that ‘yes’ wishful, almost like a fantastical idea that can no longer exist. Not watching TV news is no longer a solution either. That’s like the ostrich-in-the-sand argument. The social ramifications won’t go away if a handful of people stop watching.

     

    The only community who can action a change are the advertisers. Brand safety has been a growing topic of conversation worldwide, and there cannot be a better time for some of the biggest spenders on television news to introspect if their message is being seen in the right context and environment. If the money dries up, TV channels will have no other option but to fix their domestic problems. While the Central Government does so too, in a crisis of its own making, one could argue.

     

  • Conceptualised by The Womb Communications

    Ranveer Singh promotes Astral Pipes in new campaign

    By Our Staff

     

    Astral Pipes has launched a brand campaign with actor Ranveer Singh. It builds on a new catchphrase in Sindhi “Dadho Sutho” (very good). The campaign has been conceptualised by The Womb Communications.

     

    Said Kairav Engineer, VP – Business Development Astral Limited: “Our objective is to increase consumer involvement and preference for good quality pipes while the purchase decision is made. The average cost of residential plumbing is roughly about 2% of the overall cost of building a house. So the probable saving here could be minuscule against which the risk is so huge of jeopardizing entire house. We intend to educate consumers to invest in good quality pipes while spending to make their dream home.”

     

    Added Heval Patel, Head of Account Management, The Womb: “In a commoditized, low-involvement category, we were clear that we had to create a preference for Astral Pipes. In our numerous conversations with homeowners and influencers (plumbers/contractors) we understood that while people meticulously plan every aspect of their homes like interior decors, tiles, furniture, etc. to match lifestyle and status, they inadvertently end up using compromised pipes. As a leading and trusted pipe brand in India, we had to highlight the ill-effects of doing so and eventually make Astral synonymous with a very good quality pipe for the homeowners and the influencers and hence the use of the phrase “Astral Dadho Sutho”.

     

     

  • The weeklong event EOSS will happen from June 10 to 17

    Flipkart ropes in Alia Bhatt to promote EOSS

    By Our Staff

     

    Flipkart has announced its end of season sale (EOSS) event which will bring more than 10,000 brands with a selection of fashion, beauty and lifestyle products. It has roped in Alia Bhatt for TVC to promote EOSS. The week-long event EOSS will happen from June 10 to 17.

     

    Commenting on the event, Sandeep Karwa, Vice President, Flipkart Fashion said: “Flipkart always aims to bring joy to people, in big ways and small, through a diverse offering on our platform. The End Of Season Sale is truly a festival for us. And given the phenomenal response it has received through the years; we are sure our customers and partners share this sentiment. As a marketplace platform, we are bringing sellers, brands and customers together while leveraging technology solutions to bring unparalleled value to our customers. Every season, Flipkart observes consumer behaviour and works collaboratively with thousands of brands in the ecosystem, to bring forth the best products and offers. After a two-year hiatus, we look forward to making this season a memorable one for everyone involved. We are confident that this event will propel our endeavour to onboard the next 200 million customers and chart a sharper growth trajectory for our partner brands.”

     

     

  • It features brand ambassador Sachin Tendulkar

    82.5 launches new solar campaign

    By Our Staff

     

    Luminous Power Technologies has launched a new TVC featuring brand ambassador Sachin Tendulkar. It is developed and conceptualised by 82.5 Communications.

     

    Introducing the new TVC campaign, Ruchika Gupta, CMO, Luminous Power Technologies, said: “We are 100% devoted to providing consumer centricity to all we do at Luminous. When it comes to solar, our extensive consumer research revealed that there is a great deal of ambiguity surrounding various areas of the buying decision-making process, which is enough to put off a lot of buyers.

     

    As a result, we created the “Solar Hai Lagana toh Luminous ko Bulaana” campaign to showcase the brand as a one-stop shop for all solar-related queries. This ad aims to combine consumer insight and storytelling, and I hope that you all resonate with it.”

     

    Talking about the concept, Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications India added: “Sachin is the evergreen brand ambassador for Luminous, complementing the inherent credibility of the brand. And who better to partner him than Mr Sun in convincing the consumer that Luminous is the right way to go solar.”

     

    https://www.youtube.com/watch?v=CNzNrwjuAwk

     

  • Created by Belgian comic book writer Pierre Culliford, also known as Peyo, in 1958, The Smurfs reside in a community of small, blue, human-like characters who live in mushroom-shaped houses in a forest

    Smurfs now on Sonic

    By Our Staff

     

    Popular show Smurfs will now be part of Sonic, part of India’s leading kids’ entertainment franchise Nickelodeon, starting today, June 13.

     

    Created by Belgian comic book writer Pierre Culliford, also known as Peyo, in 1958, The Smurfs reside in a community of small, blue, human-like characters who live in mushroom-shaped houses in a forest. The show will feature popular Smurf characters, including Papa Smurf, Smurfette, Brainy, Hefty, Clumsy, and others, embarking on new adventures full of humour, heart, and high-stake action.

     

    Speaking about bringing Smurfs to India, Anu Sikka – Head Creative, Content & Research, Kids TV Network, Viacom18, said: “Sonic since its inception, has successfully grown to become an entertainment hub with engaging stories, endearing characters and a solid kids’ connect. We have consistently catered to our young viewers’ evolving preferences with innovative entertainment and immersive storytelling. Bringing internationally acclaimed ‘Smurfs’ will further bring variety and scale to Sonic’s growing content library. With this launch, we hope to further add depth to our programming strategy and fulfil our mission of entertaining kids.”

     

  • It's a new multi-platform entertainment franchise built on Near

    Mila Kunis & Sharad Devarajan launch Armored Kingdom

    By Our Staff

     

    Actor, Producer, and Web3 innovator Mila Kunis and superhero creator Sharad Devarajan announced the launch of Armored Kingdom Media Inc., a new multi-platform, global entertainment universe spanning a Web3 trading card game, digital comics, animation and film. To commemorate the launch, a limited-edition Issue #0 comic book NFT will be available for free, for seven days at ArmoredKingdom.com.

     

    Devarajan is the Founder of Graphic India, the leading comic, animation and creative studios and this will be the first comic and game championed by Kunis, an avid TCG/MMO gamer, who has previously launched a number of projects in the Web3 animation space.

     

    Said Kunis: “I lost a good part of my youth to gaming, from World of WarCraft to Settlers of Catan. The moment I dove into Web3, I saw the opportunity to create an immersive universe where blockchain technology deepens the gaming experience and makes it more personal and immersive for every fan. Armored Kingdom will allow gamers to relate to their characters and gear in a revolutionary way, and we can’t wait to share more of that with you very soon.”

     

    Added Devarajan: “Armored Kingdom has all the elements of a great fantasy meets sci-fi story that will take a global audience into a place of wonder. At Graphic India, our mission is to partner with the greatest creators and technologies in the world to innovate the future of storytelling across Web3 and the metaverse. Mila Kunis has been an early pioneer and leader in this space and it’s an incredible honor to collaborate with her. Armored Kingdom will push Web3 technology further than ever before, so we’ve turned to NEAR to help us make it a reality. Their expertise with community management, championing of the creative sector, and its carbon-neutral-user-friendly development platform won us over.”

     

    Founded with Lindsey McInerney and Lisa Sterbakov, Armored Kingdom is built on NEAR – a carbon-neutral, community-driven blockchain.

     

  • Unveils a brand film created by Ants Digital

    Youva from Navneet set to welcome back students

    By Our Staff

     

    Youva, the stationery brand from Navneet Education, has geared up to welcome students with a new stationery range supported by a Back to School campaign.

     

    Launching the campaign, Abhijit Sanyal, Chief Strategy Officer and spokesperson of Youva, said: “With students coming back to school, we thought about celebrating this event by launching a brand new campaign, “Happy hoke chale school hum”. We have created an exciting film with our digital agency ‘ants digital’ that expresses the joy of children returning to school. The all-new product range and the new BTS campaign will help students to re-connect with classrooms and return to normalcy. There are challenges that we are facing as far as paper cost goes and we have taken every effort to minimize passing on the burden to our customers. But witnessing this sight of kids going back to school has created a huge sense of excitement for all of us.

     

    Commenting on the launch of the brand film, “Happy hoke chale school hum”, Sanjay Arora, CEO of Ants Digital added: “This is one of our best films that has come alive. The whole film is a narrative of all mothers who are seeing the journey of their children in these last two years and the new excitement that is experienced by kids while preparing to go back to school. We had great fun creating this film and we are sure all the kids and their parents will love this.”

     

    The lockdowns and restrictions have hampered the children’s learning process and academic life for the past two years. Several important activities like physically coming to the classroom, interacting with the teacher, exercising and playing at the playground with fellow students were not experienced by them during this period.

     

    As a student brand, Youva has revamped its stationery range like Notebooks, Drawing books, Paint brushes, Crayons, Poster colours, Practical books, Geometry boxes and various such products with new designs and vibrant looks to welcome the children back to school. Stationery is most shared when students are together (apart from the lunch boxes though) and they do the most unimaginable things with it. More importantly stationery creates bonding between students when at school. The new Youva campaign is an apt metaphor for this insight.