MxMIndia

Author: mxmadmin

  • The audience rarely consumes media for advertising. Hence, if the message can be delivered with humour, it may be better received, writes Sanjeev Kotnala

    Humour & Consistency in Advertising

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI love brands that are consistent in their communication. And really appreciate brands using humour without missing the point and amplifying the proposition. The audience rarely consumes media for advertising. Hence, if the brand communication can deliver the message with humour, it may be better received.

     

    I remember the series of It’s Different  ad series by Maggi Hot and Sweet sauce way back in late 1980s and early 90s with Javed Jaffrey. It retained humour but did not pack the same punch when it was revived with Nawazuddin Siddiqui and Javed Jaffrey or with the Imli Pichkoo ad again with Jaffrey. Additionally the older generation would remember Doobara nahi ppoochna– Chloromint or the brilliant ads of HappyDent.

     

     

    In the recent past, Policy Bazaar using the Devdoot to decide who would go to hell or heaven was well-appreciated. And then there was Shetty OLX used car series. OLX leveraged the well-known and hugely followed act of Rohit Shetty blowing cars in movies. So, OLX offering the best price for a used, be it a ‘Ghoomti Hui Car; ‘Boombastic Car’, or any other, becomes so relatable. The casting of Sharman Joshi as the insurance salesman/agent adds to the impact. The proposition remains ‘best-price’ for pre-owned cars and the ease of selling. Time the confidence of buying a pre-owned vehicle from OLX is also addressed.

     

    https://youtu.be/Q3qV-jmJykc

     

    What3word 3×3 Matrix

    What3words is a location-based technology app dividing the whole world into a matrix of 3m x 3m squares. And thus provides a more accurate address. The brand uses Vijay Raaz as the person giving directions to the delivery boy in his overused style. We know how long and convoluted Indian addresses are and how difficult it is to provide the right direction. The conversation between Vijay Raaz and the delivery boy trying to follow is relatable. The problem is solved in the end with the use of what3words.

     

     

    Swiggy Rasogula Waale Uncle

    Swiggy has used the Rasogullawaale uncle smartly across the years. And the humour of the situation is not lost on people. The faster delivery, simple single item delivery and other messages are an integral part of the story. And then, in Swiggy Instamart, the delivery speed is amplified using humour- be it a soap or watching the match in peace.

     

     

    Flipkart Superwoman

    After a long time, Flipkart seems to have got their communication act right. And they hopefully have been able to get out of the overused creative device of Kids masquerading as an adult. It was losing steam. Alia Bhatt is the Flipkart superwoman helping the citizens and talking about 1-hour delivery for white goods! Though the idea is a bit stretched, it works.

     

     

    Cadbury Fuse Bhari Khali

    However, the Khali ad of Cadbury’s fuse is humorous. And the rationale of Bhari Bhook- Bhari Hath- and bhari– loaded Cadbury fuse is a bit stretched. The humour stops working when you have to explain the whole premise of your communication.

     

     

    Cred Takes The Cake

    While discussing these, I would include the Cred TVC across the years – and here, I am not referring to motivational severe, experiential or behavioural Cred videos. The Cred ad featuring Ravi Shastri was a class act.

     

    https://youtube.com/watch?v=vLHpfulLcUE

     

    Net-Net

    A humorous approach to brand message tends to keep it more relatable, engaged and maybe better remembered. If given a choice between a logical rationale full of brand support facts and a humorous, playful story around the brand- we know what the right choice is.

     

    Not-so-humourous – The creative burnout

    Some days back, an early morning WhatsApp message pushed me to watch Kill Your Darlings. It is a documentary film about the world of modern advertising and the creative talent defining it. Presented by ‘togetherr’, produced by Drive Studios and directed by Adam Bonke and Christian Bonke. It is a journey through the eyes of a young female creative and interviews with advertising legends, creative marketers and new talent in the creative industry. The voices were clear in their point of view on where modern advertising with the existing agency-client model is in problem. Almost all talked of the pressure, business, margin and the need to work freely as a team. The resulting suffocation due to demands where they end up almost like slaves! A few still believe it is the broken agency, not the model of providing creative solutions. That the networks are under pressure and hence it may not be the most fun with clothes on- is a result of it. Think everyone in advertising – marketing should watch this video.

  • It may appear to be a simple question, but there is a lot written between the lines. As we can figure from Dr Bhaskar Das's detailed resonse. Here's Dr Bhaskar Das in the July 21 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | The last few weeks have seen a slew of appointments across industry. Does this indicate buoyancy or turbulence?

    Bhaskar DasIt may appear to be a simple question, but there is a lot written between the lines. As we can figure from Dr Bhaskar Das’s detailed resonse. Here’s Dr Bhaskar Das in the July 21 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. The last few weeks have seen a slew of appointments across industry. Does this indicate buoyancy or turbulence?

     

    A. Operating in today’s (as is) marketplace and marketspace is akin to taking a flight during the rainy season. Sometime turbulence, sometime airpockets, sometime good tailwind (sectorally at least) and sometime strong headwinds. They are all part of an experience. You can’t fly in such situations without seat belts. The simile ends there.

     

    The skill is how one balances with the seat belt of cautious optimism, circumspection (instead of irrational exhuberence) on and at the same time remain grounded on strategy, appropriate collaboration and orchestrating a culture of synchronising internal and external (read customer and ecosystem) approach to business. One needs a pilot for sure but that can’t be a panacea.

     

    Raining in the dance requires the right mindset and partners. The volatilities are here to stay for some time or forever and they can’t vanish with any magic wand. It’s neither a sign of buoyancy, nor turbulence. It can be both. It’s two sides of the same business coin. if one embraces realities, develop a telescopic and microscopic vision and roll up the sleeves to move with courage, there is nothing to worry. One has to be ever-ready for discontinuity.

     

  • Collaborates with 15 micro and macro influencers

    Vavo Digital bags digital influencer campaign for Sandu Pharma

    By Our Staff

     

    Sandu Pharma, manufacturers of ayurvedic medicines, has collaborated with digital marketing agency, Vavo Digital.

     

    Speaking on the collaboration, Neha Puri, CEO & Founder, Vavo Digital, said: “It is a matter of honour to not only be associated with a brand like Sandu Pharma but also be a catalyst for their marketing campaign with a fresh outlook. We have the advantage of working with the pioneers of the Ayurveda industry and help propagate the ideology and benefits of the age old ethnic medicinal practice to the current generation of our nation. We look forward for creating and designing effective campaigns for Sandu Pharma and delivering the key message to the end user.”

     

    Added Shivani Sandu, Marketing Head at Sandu Pharma: “Our interaction with Vavo Digital helped us explore a new form of marketing on the social media platform Instagram. The proposed plan was to undertake influencer marketing via influencers appropriate to the brand and the product at hand. The research behind the campaigns were detailed and noteworthy. The target brand values and target audience were in tandem and thus helped achieve desired results. The team at VavoDigital is young, eager to put out the best possible campaign and values time.”

     

  • Media planners can map carbon footprint of ad campaigns from development to delivery

    GroupM introduces global framework for media decarbonisation

    By Our Staff

     

    GroupM has introduced a global framework for media decarbonisation.  The framework is a new set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.

     

    Said Christian Juhl, GroupM’s Global CEO: “Our clients want to prioritise media investment with publishers and platforms that are actively decarbonizing their media supply. While we applaud the many steps taken to quantify ad-based carbon emissions in recent years, having different standards across companies, platforms, and markets is delaying meaningful action. By sharing this global framework, we hope to begin aligning our industry behind a consistent set of standards that will create clear goals and incentives for rapidly decarbonizing the media supply chain.”

     

    Added Jérôme Amouyal, Media Performance Insights Director, AXA: “We have seen that our industry has an increasing number of calculators, but not an aligned reduction plan. It is important that we as a collective get behind a robust, actionable solution that accelerates decarbonization. We believe that market approaches such as GroupM’s will lead the way in educating, informing and enabling vital change in the industry. We’re looking forward to working with them to have the right framework to inform our future buying decisions.”

     

  • To Hindware Smart Appliances to strengthen affiliation with consumers

    Hindware rebrands consumer appliances

    By Our Staff

     

    Hindware Home Innovation Limited has rebranded its consumer appliances brands to ‘Hindware Smart Appliances’.

     

    Said Rakesh Kaul, CEO and Whole Time Director, Hindware Home Innovation Limited: “Since the inception of the Consumer Appliance business, we have worked hard to execute on our growth strategy by strengthening our capabilities, investing in our product offerings, infrastructure and people. Bringing our complete product portfolio under one brand ‘Hindware Smart Appliances’ is a logical step towards solidifying our brand and clearly communicating what it reflects— a smart, futuristic, and truly human-first tech brand.”

     

  • Will be responsible for marketing communications and brand development

    Beyond Key onboards Abilash Balan as Head Marcom

    By Our Staff

     

    Abilash Balan
    Abilash Balan

    Beyond Key has appointed Abilash Balan as Head of Marketing and Communication.

     

    Commenting on the new appointment, Piyush Goel, CEO of Beyond Key, said: “Abilash brings rich experience in areas from purpose articulation and global brand building and sales enablement, and we are thrilled to welcome him to our leadership team.

     

  • For tech talent at its Technology and Innovation Centre in Bengaluru

    Zee to launch Metaverse Onboarding Programme

    By Our Staff

     

    Zee Entertainment Enterprises Ltd (ZEEL) has announced the launch of its Metaverse Onboarding Programme. The programme will induct 100+ campus graduates from top tech institutes at its Technology and Innovation Centre in Bengaluru. The centre is focused on building the metaverse platform by leveraging Augmented Reality (AR), Virtual Reality (VR), Non-Fungible Tokens (NFTs) and relevant data models for its digital platforms.

     

    Speaking about the initiative, Amit Goenka, President – Digital Businesses & Platforms, Zee said: “At Zee’s Technology and Innovation Centre, we are imbibing a sharp strategic focus on enhancing our tech capabilities through a confluence of technology, data and talent. As we break new grounds and redefine entertainment by providing robust experiences across platforms, we are delighted to converge Zee’s collaborative and entrepreneurial culture in the physical and digital realms through an immersive environment such as the metaverse. We aim to provide intuitive experiences across all aspects of an individual’s consumption, creation and transactional journey, and the first-ever metaverse induction program at ZEE, will not only help enhance our employee experience by boosting innovation and productivity, but also our consumer experience by several notches.”

     

    Added Nitin Mittal, President – Technology & Data, Zee: “For over three decades, we have been a pioneer in breaking the norms of the industry and creating path-breaking content for more than 1.3 billion viewers across the globe. Our focus now remains on building capability for ZEE by leveraging technology to provide our consumers with extraordinary entertainment experiences. Our quest is to shape the next chapter of India’s Media & Entertainment Industry and the Metaverse Induction Program is yet another major step in that direction. Inducting, nurturing and retaining the right talent is key to any organization’s success and we are committed to giving a world class experience to our tech enthusiasts right from day one.”

     

  • As Head of Business Affairs and Senior Producer

    Kanupriya A Iyer gets into Locomotive

    By Our Staff

     

    Kanupriya A Iyer

    With a focus on developing, producing, and distributing content for India and across the globe, production company Locomotive Global Media has strengthened its leadership team by appointing Kanupriya A Iyer as Head of Business Affairs and Senior Producer. Iyer’s appointment is with immediate effect.

     

    In her new role, Iyer will work closely with Sunder Aaron to set up and lead Locomotive Global Media’s film division as well as oversee all business operations.

     

    Sunder Aaron
    Sunder Aaron

    Speaking on the new appointment, Sunder Aaron, Co-founder, and principal of Locomotive Global Inc., said, “We are delighted to welcome Kanupriya to our leadership team. She is a unique executive talent whose knowledge and expertise in the film business will enable us to immediately make a splash in the features business. Our ambition is to produce content that has an impact both in India and around the globe, and Kanupriya will no doubt help us achieve that and fast.”

     

    Commenting on her appointment, Iyer added: “I feel a sense of pride as a part of the team Locomotive Global. The collective ethos to create world-class content along with building a company with integrity and passion really spoke to me. Sunder is a wonderful leader who encourages unique voices. I’m ready to help add value with my experience in development, production, and distribution to set up clutter-breaking films and television content.”

     

  • To lead the brand’s communication strategy

    Zeno named PR partner of Peppa Pig TV series

    By Our Staff

     

    Entertainment One (eOne), Hasbro’s global content studio, has awarded the integrated communications mandate of Peppa Pig, its popular children’s property, to Zeno Group India.

     

    Zeno will be responsible for leading the brand’s communication strategy, delivered across traditional, and new-age media channels in India.

     

    Said Robin Gay, Vice President, Global Franchise Strategy & Management: “Zeno India delighted us with their ability to go beyond the tactical, giving depth and definition to ideas that synergized with how we wish to build Peppa Pig in India. Their understanding of media and influencers, and their ideas to draw Indian audiences to Peppa Pig excited us and we are delighted to be working with the extremely driven and creative team of Zeno.”

     

    Added Rekha Rao, Managing Director, Zeno India: “We are thrilled to partner with eOne, a global leader in delivering splendid content, at a time when content is the single most powerful driver of growth and viewership. At Zeno, we have a proven record of delivering creative solutions through profound storytelling. The aim is to build the Peppa Pig experience beyond the screen through engaging content and activities across touchpoints to deliver impactful, integrated marketing campaigns.”

     

  • Campaign conceptualised and executed by Thought Blurb Communications

    Parle Products woos Bengal with new TVC

    By Our Staff

     

    Parle Products, manufacturers of biscuits and confectionery, has launched new campaign for its Parle Marie. The campaign has been conceptualized and executed by Thought Blurb Communications builds on the Parle Marie brand’s foundations in the Bengal market.

     

    The three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages and segments of society.

     

    Said Mayank Shah, Senior Category Head, Parle Products: “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”

     

    Added Vinod Kunj, Chief Creative Officer and MD at Thought Blurb Communications: “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”

     

  • A ready-to-mix bodywash at disruptive pricing of Rs.45 per sachet

    Shah Rukh Khan umveils Godrej bodywash

    By Our Staff

     

    Godrej Consumer Products Limited (GCPL) has unveiled Godrej Magic Bodywash, a ready-to-mix bodywash at Rs 45. Actor Shah Rukh Khan has been roped in as brand ambassador for Godrej Magic Bodywash and will feature in a mass awareness campaign.

     

    Commenting on this launch, Sudhir Sitapati, Managing Director and CEO, Godrej Consumer Products Ltd (GCPL), said: “Sustainability is core to our strategy. In doing so, we are committed to make amazing quality products at accessible price points… We are pleased to announce Shah Rukh Khan as the face of Godrej Magic Bodywash. We roped in a celebrity for this product to ensure we create awareness around plastic, carbon footprint and upgrade bathing experience of soap users.”

     

  • For a social media poll-led adventure travel-series

    MTV India partners with Hyundai

    By Our Staff

     

    Viacom 18’s youth entertainment brand MTV along with Hyundai is set to launch a social media poll-led adventure travel-series. Called ‘Hyundai x MTV What’s Your Venue’, the series will decide the journey of each influencer duo as they set out to explore cities with their travel companion the new Hyundai Venue.

     

    Commenting on the collaboration, Anshul Ailawadi, Head – Youth, Music and English Entertainment, Viacom18, said: “Through ‘Hyundai x MTV What’s Your Venue’, our audiences will decide the influencers’ adventures via social media polls. As a youth entertainment brand, we are redefining entertainment by putting our audience in the driver’s seat and making them a crucial part of the show.”

     

    Added Tarun Garg, Director (Sales, Marketing & Service), Hyundai Motor India: “As a progressive and youth-oriented brand, we are glad to collaborate with MTV India for this new travel & lifestyle adventure series set in motion for the young Millennials and Gen Z to experience the new Hyundai Venue… We strongly believe that the young audience of MTV will enjoy the series and experience of travel.”