MxMIndia

Author: mxmadmin

  • Conceptualised by Lowe Lintas

    Axis Bank rolls out new campaign to reinstate brand philosophy

    By Our Staff

     

    Axis Bank launches its new campaign to reinstate its brand’s philosophy ‘Dil Se Open’ conceptualised by Lowe Lintas Mumbai. Axis Bank in 2020 launched its ‘Dil Se Open’ brand philosophy by narrowing barriers between a customer and the bank.

     

    Commenting on the campaign, Anoop Manohar, Chief Marketing Officer, Axis Bank said: “In 2018, while speaking to our customers and our employees, we discovered that what really differentiates Axis Bank is its ‘customer centricity’! This unique value proposition inspired our national campaign in 2020 – Dil Se Open. Following up on the earlier campaign, we have come up with a refreshing thought where we answer the question ‘What value does being Dil Se Open bring to you (our customers)?’  – the campaign is part of a humble journey where we only aspire to strengthen and deepen our emotional connection with our customers, and build on the trust enjoyed by Axis Bank, in a distinctive manner.”

     

    Added Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas: “Over the last two years, we have seen the Dil se Open campaign being truly owned by Axis employees. We have heard so many employee stories inspired by our last campaign which in turn have inspired stories for this year’s campaign. Long may this virtuous circle continue.”

     

  • Shows growth and effectiveness of Podcast listening & advertising

    Triton Digital conducts Podcast Advertising Effectiveness Study

    By Our Staff

     

    Triton Digital, the technology and services provider to the digital audio and podcast industry, has released the results of its Podcast Advertising Effectiveness Study commissioned with Vtion Digital Analytics, a digital consumer behaviour intelligence platform.

     

    According to the study, on average audio content consumers in India listen to podcasts three to four times per week. In metro cities this rate is even greater, with 70% of respondents listening to podcasts weekly and 30% listening daily.

     

    Said Aditya Summanwar, Director of Market Development, Triton Digital: “As a rapidly growing medium in India, podcasts continue to gain significant attention in the Indian market. Our study further demonstrates a high brand recall in the region and willingness to receive additional advertisements, setting the medium up for a long future of success.”

     

    Added Manoj Dawane, Chief Executive Officer, Vtion Digital Analytics: “We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region. Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well.”

     

    Additional key findings include:

    :: Podcast Listeners are Willing to Listen to Ads. In fact, of the respondents who have reported ever hearing a podcast ad, 42% had no issues with hearing ads in the middle of podcasts that are free.

    :: Advertisements Often Lead to Purchases. Eighty percent of listeners who have heard of a product are interested in learning more about it, with 29% claiming to have bought the product they heard advertised.

    :: Podcast Ads Grab Attention. Forty percent of listeners state that ads in between podcasts ‘always’ or ‘often’ capture their attention, with 40% of these listeners saying they trust these advertisements.

     

  • Embarks on a journey to revolutionise travel

    Cleartrip unveils new avatar

    By Our Staff

     

    Cleartrip, the online travel company, has revealed a new brand identity and logo as a first step toward the brand’s next growth phase.

     

    Talking about Cleartrip’s new avatar, Ayyappan. R, CEO, Cleartrip, said: ‘Cleartrip has established a niche for itself in the OTA segment over the last decade and a half. While we will continue to maintain the legacy of the brand with its intuitive product offerings and straightforward UI and UX, we are embarking on a journey to evolve along with travellers and their ever-changing needs. The travel industry has not seen innovation in the last two decades and that is something we are looking forward to changing. Our new brand entity is an extension of our intent to be an enabler to make all travel dreams a reality! We believe that we are on the right path to move the brand forward with bold moves to keep us ahead of the game.”

     

  • To transform sports media scene

    Sports giant LaLiga and transmedia multinational GXR enter joint venture

    By Our Staff

     

    LaLiga, Spain’s top-flight football competition, and Galaxy Racer (GXR), the Dubai-based transmedia multinational, have signed a Letter of Intent paving the way for the formation of a 15-year joint venture which will impact the sport league’s brand presence in the Middle East and North Africa (MENA) region and Indian subcontinent.

     

    GXR, founded in 2019 by Group CEO Paul Roy, is the largest esports, gaming and lifestyle organization in the world with a presence in the MENA region, North America, Southeast Asia, South Asia and Europe.

     

    Said Roy: “The LaLiga brand is powerful, but its potential remains untapped amongst Millennials and GenZ in the MENA region and Indian subcontinent. Our opportunity is to connect with a younger audience in a way that resonates with them. Galaxy Racer has a market reach that will help unlock that potential and elevate LaLiga to an aspirational brand for target audiences in the region.”

     

    Added LaLiga Executive Director Oscar Mayo: “With the market set to enter a new era of growth, this is the right moment to take our business in the region to the next level and attract the next generation of younger sport fans to our competition.”

     

  • Supports indigenous sports of India

    Octa sponsors Kho Kho team

    By Our Staff

     

    Octa, an investment-focused educational platform, recently sponsored the Kho Kho team Telugu Yoddhas, one of the six teams playing in the inaugural Ultimate Kho Kho (UKK) League season.

     

    Said Sujoy Ganguly, Business and Marketing Head at GMR Sports, the Telugu Yoddhas’ franchisor: ‘Kho Kho is an emerging professional sport that provides a window of opportunity for young talents across the country. We are grateful to Octa for their effort in supporting us and, consequently, the sport itself. Together we bring closer the day when Kho Kho is known and loved all over the world.”

     

  • There is no denying that the brand tried to exploit some loophole and pass the model as a person of expertise, writes Sanjeev Kotnala

    Is Mr Sachin Khurana a headache for self-regulator ASCI?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaLaw is always a step behind reality. And guidelines and regulations are a few steps behind. The victim suffers, and the perpetrator keeps finding new loopholes to exploit. But, when the perpetrator violating the ASCI guideline is a well-known big pharmaceutical company, we expect them to be totally aware of the guidelines and the loopholes. And when they act like this, it is time to rethink.

     

    Yes, the advertisement by GSK appeared in TOI. The publication’s internal quality cell could/ should have highlighted the issue and refused, but they did not. Karthik (@Beastoftraal) mentioned the objections on Twitter and I complained to ASCI. Hope they do see the problem. Karthik has also pointed out how toothpastes use unfamiliar faces and how celebrities act like people of influence in white coats.

     

    WHITE COAT= DOCTOR or SCIENTIST.

    It is as simple as ABC. The audience relates White Coat to a person of expertise and influence. Mainly as a doctor, pharmacist, scientist or at the least a lab attendant who knows what he or she is doing.

     

    There is no doubt that in this advertisement for Crocin, the brand wants the audience to infer it as someone who knows what he is recommending. But, then, the brand cannot have a doctor suggesting/ recommending Crocin, an OTC (Over Counter Drug) that is available without a prescription.

     

    FIND A WAY OUT.

    Enter the loophole. Feature a model wearing a white coat. And then identify the model with its name. Brilliant- as he is an actual model. No Dr. prefix. So, we have clearly shown that he is not a doctor, but he recommends Crocin. Problem solved.

    But why would a company like GSK, known for its pharmaceutical products, vaccines etc., have any Tom, Dick or Harry recommend the product? It does not make sense.

     

    MANY QUESTIONS.

    Hopefully, ASCI will ask the questions Karthik asks in his tweet.

     

    Why is the model named at all in this ad? Is that the company practice? Does the company do it every time there is a recommendation?

     

    Why add “Mr.” before ‘Sachin Khurana’? Is it to differentiate him from “Dr.”?

     

    Why is “Mr Sachin Khurana” wearing a white coat? Is he a doctor, lab attendant or scientist? Should we trust “Mr.” Sachin Khurana’s words about Crocin just because he’s dressed like a doctor?

     

    NET-NET.

    There is no denying that the brand tried to exploit some loophole and pass the model as a person of expertise. To most OTC drug buyers, Crocin would mean just that, and it is not expected of a large brand and company to do so.

     

    SELF REGULATION.

    ASCI is an industry body doing its best within its limitations. It has well-formatted guidelines.  It is ultimately the responsibility of the brand managers, creative agencies, and media partners to self-regulate. There are enough big companies and brands who instead of setting example do not follow the guidelines. It cannot happen if the industry representatives do not share the responsibility. Following ASCI guidelines will actually strengthen the industry.  Suppose self-regulation fails and is not followed in spirit. In that case, the industry should be put under government regulations, at least for the medical field. And the errant brands must be penalised for their discretion.

     

  • At MxM, we have a huge connect with Onam. We launched on September 9, 2011, Onam Day. So we asked Dr Bhaskar Das to comment on what he thinks of the very vibrant media in Kerala. Here's the September 8 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | It’s the Big Onam day today. A word about the Kerala/ Malayalam media and what are the standouts of the entities in that market?

    Bhaskar DasAt MxM, we have a huge connect with Onam. We launched on September 9, 2011, Onam Day. So we asked Dr Bhaskar Das to comment on what he thinks of the very vibrant media in Kerala. Here’s the September 8 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. It’s the Big Onam day today. A word about the Kerala/ Malayalam media and what are the standouts of the entities in that market?

     

    A. All of us aware that Onam is one the most important festivals for the people of Kerala and they celebrate it for 10 days. Various cultural activities and festivities are held during Onam.

     

    Onam is auspicious and heralds good fortune for all. So far as Malayalam media is concerned, I have huge respect for their content and ability to innovate, keeping in mind reader interest uppermost in mind. The leaders in that market are not complacent and innovate across formats of delivery to be in sync with the changing tastes and preferences of the audience. Nothing surprising that English newspapers could not fathom the cultural milieu and the deep cultural connect that local media have. High level of literacy in Kerala makes its readers discerning too.

     

  • As Chief Strategy & Communications Officer

    National Foundation for India appoints Narayan Devanathan

    By Our Staff

     

    The National Foundation for India (NFI) an independent grant making organisation, has announced the appointment of Narayan Devanathan, former Chief Client Officer of Dentsu International India, as its Chief Strategy & Communications Officer.

     

    NFI was founded in 1992 by Bharat Ratna C. Subramaniam and M.S. Swaminathan – the two key architects of the Green Revolution, along with Dr Kamla Chowdhry, a pioneering educationist and institution builder.

     

    Speaking on the appointment, Biraj Patnaik, Executive Director of NFI said: “As a key cog in the wheel of civil society, NFI has been strengthening hundreds of Civil Society Organizations (CSOs) for the past three decades to function at the intersection of the state, market and citizens. As India moves forward, our job is to help all three actors—government, corporates and citizens—ensure as few people as possible are left behind, by law, by culture or by community. I’m delighted to have Narayan come on board this journey and help shape the narrative to create greater impact not just for NFI but for all the stakeholders in this critical movement.”

     

  • To help expand the brand's social media

    Beam & Words bags mandate Smoke Lab vodka

    By Our Staff

     

    Beam & Words, a design and communication agency, has bagged the digital marketing mandate for homegrown vodka brand – Smoke Lab.

     

    Commenting on the win, Arjun Guleria, Partner, Beam & Words said: “We at Beam & Words are extremely excited to represent Smoke Lab, a brand which has made its mark to be one of the finest alcohol brands in the country. We are thrilled to be able to bring our expertise to help the brand’s success further and work with a brand who is constantly reaching new heights both nationally and internationally.”

     

    Added Varun Jain, CEO & founder of Smoke Lab: “We are glad to onboard our new partner agency Beam & Words which has built many renowned brands in the country, and we are aiming that they will bring alive the world of Smoke Lab in the digital world for us. We are looking at expanding our social media presence with great engaging content coming from b&w to enunciate brand love.”

     

  • To lead the content division for Sony digital businesses

    SonyLIV appoints Saugata Mukherjee as Head of Content

    By Our Staff

     

    Sony Pictures Network (SPN) India has announced appointment of Saugata Mukherjee as Head – Content, SonyLIV. In his new role, Mukherjee will lead the content division for Sony digital businesses. He will report to Danish Khan, Business Head – Sony LIV, Sony Entertainment Television (SET) and Studio Next.

     

    Said Mukherjee: “I have witnessed the platform’s growth and proud to be part of its growth story once again.  SonyLIV has always pushed the boundaries of content by telling stories that have never been told, explored, or shown before, making my role, a challenging but exciting one.”

     

  • To campaign for its 17th edition of Transformation Challenge

    Fittr kicks off health drive

    By Our Staff

     

    Fittr, online fitness and nutrition platform, has launched a campaign to kick off the 17th edition of its flagship Transformation Challenge (TC 17).

     

    Commenting on the launch, Jitendra Chouksey, Founder & CEO, Fittr said: “The pandemic has been hard on all of us, but specially women who tend to put their health on the backburner to take care of family and work. With TC 17, we want every woman to #BreakYourBarrier and take definitive steps towards a healthier self. Only if our women are healthy, can the future generations be healthy too. We are proud to be catalysts of this change having helped transform over 1,20,000 women till now by making fitness accessible to women at their home itself, which helps them in making it a sustainable part of their long-term health goals.”

     

  • Encourages investors to use the digital wealth management app

    Tata Capital campaigns to promote investment through Moneyfy

    By Our Staff

     

    Tata Capital, the flagship financial services company of the Tata Group, has unveiled a digital campaign that encourages investors to use the digital wealth management app- Moneyfy. The campaign has a series of 3 short films themed around the ease of making investments with Moneyfy.

     

    Speaking about the campaign, Abonty Banerjee, Chief Digital and Marketing Officer, Tata Capital said: “Our latest campaign focuses on how investing and customization is convenient through Moneyfy with everything accessible instantaneously. Using Moneyfy is a great way for Gen Z to dip their toes into investing waters. The app provides one with all the tools they require to make an informed investment decision. We’re sure the campaign will resonate with our audience.”