MxMIndia

Author: mxmadmin

  • Launches a new TVC to take on brand’s purpose to evoke small acts of kindness

    Cadbury Dairy Milk creates Generosity campaign

    By Our Staff

     

    Cadbury Dairy Milk has rolled out an all-new campaign that urges people to treat and embrace other’s happiness and achievements with a big heart.

     

    Said Anil Viswanathan, Vice President – Marketing, Mondelez India: “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness. Taking a step forward in the same direction, our latest effort reiterates the meaning of ‘Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye’ by urging individuals to share others’ happiness with a big heart and make their ‘meetha’ moments even more special.  Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign on Cadbury Dairy Milk.  This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but in others happiness too.”

     

  • Highlights relevance of pH 5.5 in preventing hair loss and dandruff

    Arjun Kapoor promotes Sebamed’s Anti Hairloss Shampoo

    By Our Staff

     

    Sebamed, the German personal care brand, has launched a digital campaign for its hair care portfolio. The brand partnered with actor Arjun Kapoor to educate consumers about the role of pH 5.5 in better hair care.

     

    Commenting on the same Jaydeep Shah, Marketing Head for Sebamed brands in India said: “Hair loss and dandruff are among top concerns for both male and female consumers. Through this campaign we are addressing the needs of discerning consumers, by providing an option to consumers to try Sebamed’s scientifically superior products. We are confident that our differentiated messaging and conversations around hair issues will resonate well with our target audience.”

     

  • Film conceptualised by Creativeland Asia

    Godrej & Boyce salutes engineers in new campaign

    By Our Staff

     

    Godrej & Boyce, the flagship company of the Godrej Group, rolled out a new film campaign to observe National Engineer’s Day (Sept 15). Conceptualised by Creativeland Asia, the film pays tribute to the diverse engineering streams which are vital in building the nation.

     

    Commenting on the film, Mehernosh Pithawalla, Senior Vice President and Head of Brand and Strategic Insights, Godrej & Boyce said: “Engineers use their ingenuity to creatively find solutions and innovate with passion. Godrej & Boyce, an engineering conglomerate has been pioneering progress for generations credit to our engineers who believe in making the world better. From preserving the planet, to creating solutions that enable healthier lives and even supporting the country’s infrastructure the engineers at G&B have done it all. Through this film, we celebrate the contribution of every engineer who works tirelessly towards building the nation, preserving the planet, and enriching our lives, every day.”

     

  • Who said that? Who said that? Get them out of here! We are not willing to have some divisive information on our channels, writes Ranjona Banerji as she 'looks forward' for the Big Day

    Ranjona Banerji: It’s the Emperor’s birthday…

    By Ranjona Banerji

     

    Ranjona BanerjiIt’s the Emperor’s birthday tomorrow and the nation has such an exciting gift for him!

    We’re so excited!!

    We’re going to give him seven cheetahs for his birthday!!!

    He’s going to welcome the cheetahs!

    How lucky those cheetahs are!!!

    Imagine being welcomed by the King Emperor!

    We wonder what those cheetahs are thinking right now!

    To land in India. To walk on Indian soil. And then! Ta-daa! They see him! The man they’ve come all the way from Namibia to meet! The King Emperor! Yaaay!!! So fortunate!

    We are not so fortunate! Long years ago, we got a selfie with the King Emperor! We still feel that moment. It resonates. The anticipation! The excitement! The wonder!!! Selfies! They are the signposts of the 21st century!

    But these cheetahs! They will get so much more!

    They’re coming in a special plane. The plane as a Siberian tiger painted on its nose. We’re going to pretend that it’s a Royal Bengal Tiger. Or we shall remove that Bengal name completely until the King Emperor ousts the pretend queen and gets a grand coronation in Bengal. Did you see the way the lathis were used by our people? Sorry, we mean “by the mob that belonged to no political party”.

    They say the cheetahs will be a bit sleepy and hungry after their long journey.

    But we’re certain that they’ll wake up to meet the King Emperor! And on his birthday that too!!!!

    OMG! OMG! OMG!

    Do you think they will get some birthday cake? Is birthday cake part of Indian sanskaar? Okay, scratch that! If the King Emperor wants birthday cake, then birthday cake is Indian. Didn’t he once fly to Pakistan for some birthday cake?

    Who said that? Who said that? Get them out of here! We are not willing to have some divisive information on our channels.

    There is some additional information going around that the move to bring these African cheetahs to India was initiated by a former government which was opposed to the King Emperor. We are going to steadfastly ignore all that. We know how to deal in alternative facts. We have been well-trained since 2013. We don’t like information and facts. Have you not noticed how wonderfully we have ignored information and facts since 2013 and instead spread misinformation and lies?

    We do hope the King Emperor has noticed!

    Do you think he has noticed?

    Will we be invited to watch him meet the cheetahs?

    Or will it only be that Anibody that gets invited everywhere?

    We so wish we could also get a chance. We’re trying so very hard after all!

    Many people think we do what our owners tell us to do.

    They are so wrong.

    All we know that is that we love the King Emperor and will do anything for him!

    Haven’t you cottoned on to that by now?

    We’ve been so consistent!

    King Emperor is Great! Everyone before him was BAD!

    Look at us! Look at us! Look at us!

    Look at us bow and scrape.

    Look at us ignore information and concentrate on seven big cats without bothering about the cats at all.

    Look at us wait with awe and love for some attention…

    Meanwhile.

     

    Little oysters said the Walrus, I deeply sympathize…

     

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

     

  • The campaign was conceptualised by Utsav Gokhani, Manager – Content, Social Media and Online Community at OnePlus and created in partnership with Media Monks

    OnePlus TVC with Shahid Kapoor and Mira Rajput

    By Our Staff

     

    OnePlus has unveiled the ‘Better Together’ campaign with actor Shahid Kapoor and his wife Mira Rajput. The campaign was conceptualised by Utsav Gokhani, Manager – Content, Social Media and Online Community at OnePlus and created in partnership with Media Monks. The ad film was directed by Suraj Wanvari.

     

    Commenting on the campaign, Ishita Grover, Director – Marketing Communications, OnePlus India said: “At OnePlus India, our community is at the heart of all our efforts. As a brand, we are always invested towards delivering the best for our community. While we are excited to deliver the best of smart TV technology which offers unparalleled connected ecosystem experience, we also want our users to not miss out on the beautiful moments in life. And much of these might be best enjoyed in living those moments by truly bonding with our loved ones. With this thought, we launched the “Better Together” campaign. We wanted to provide our community with a delightful insight on defining quality moments in life by choosing to disconnect from their smart TVs for once, and thereby offer them a thought-provoking perspective to digital consumption. And we hope that our community will thoroughly enjoy this unique ad film and resonate with our campaign voice.”

     

    Added Saurabh Kapoor, Director of Brand and Category Management, OnePlus India: “Through the ‘Better Together’ campaign, our intent is to further strengthen the relationship with our community and help them make mindful choices in life. It is this very relationship that was the impetus behind OnePlus’ emergence as the fasting growing smart TV brand in India H1 2022 with a 123% YoY growth rate, and today, OnePlus is among the top 3 smart TV brands in the overall TV market in India in Q2 2022, as per the latest Counterpoint report. It is our community’s trust and support that has led to our success. And therefore, through campaign efforts like “Better Together”, we hope to also help our community derive a better quality of life with their loved ones”.

     

     

  • Campaign conceptualised by Mullen Lintas

    Future Generali Insurance launches new TVC

    By Our Staff

     

    Future Generali India Insurance Company Limited (FGII) has launched the ‘Once in a Blue Moon’ campaign which challenges Indian consumers’ belief on the usage of health insurance as a one-off activity. The TVC is conceptualised by Mullen Lintas.

     

    Said Ruchika Malhan Varma, CMO, Future Generali India Insurance: “Being a ‘Life-Time Partner’ for our customers, we invest heavily in understanding their needs and developing innovative propositions that address their evolving asks. Accordingly, we recognised a propelling customer need for an all-encompassing health cover leading us to conceptualize a comprehensive health product, an offering that can be effectively used every day, every week and month. Contrary to popular belief, insurance is a partner for life, not just a one day requirement. Through its distinct positioning as ‘The Everyday Health Insurance,’ FG Health Absolute promotes regular health management practices to aid customers in adopting a healthy lifestyle. It goes a step further and nudges members to live a healthier life through the elaborate wellness loyalty and rewards programme.”

     

    Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “’Once in a Blue Moon’ campaign  for FG Health Absolute goes on to ask the very pertinent question of why people use their health insurance rarely, prompting individuals to choose a cover that offers daily health benefits and services. The insight focused on highlighting all the “accidents” that happen only once in a blue moon, pretty much as often as one uses one’s health insurance currently. The team highlighted the same sharply and creatively, with the intent to land the differentiation and also do it in the tonality of the brand, which is distinct from the competition.”

     

  • Platform now for mid-market and enterprise brands as well

    Bikayi unveils its brand-new identity – BIK

    By Our Staff

     

    Bikayi, e-commerce enabling platform, has unveiled its new brand identity, BIK. The vision of the company is to make brands limitless and help them leverage the power of conversational marketing with BIK. With the new identity, the company, BIK, will be enabling D2C brands to grow exponentially.

     

    Talking about the new brand identity, Sonakshi Nathani, Co-Founder and CEO of BIK said: “Today, we are much more than a platform for e-commerce brands and as we continue to reinvent ourselves, we have expanded our product portfolio with BIK. Based on substantial insights from our users, we understood that merchants and brands require new marketing channels which reach out to prospective customers while retaining the current ones. The focus towards large e-commerce D2C brands using our marketing tool BIK was an organic choice and an ideal step towards strengthening our footprint.”

     

  • The agency will handle marketing communications for the brand

    Grapes wins digital AOR mandate of Maharishi Ayurveda

    By Our Staff

     

    Maharishi Ayurveda has awarded its Digital AOR Mandate to Grapes, an integrated marketing agency. The agency won the mandate following a multi-agency pitch for the German market. The team from New Delhi will service the account.

     

    Speaking on the occasion, Rajat Wahi, Head of Global Marketing & Digital Business for Maharishi Ayurveda Pvt. Ltd, said: “Considering that we live in a digital age, it becomes even more essential to establish the right communication and present a comprehensive brand image. We chose Grapes to achieve this purpose as it has a niche in curating end-to-end marketing strategies which will give the desired media mileage to our brand. The collaboration will help us in widening our target audience base, in our existing and new markets we plan to foray into, and at the same time instil a strong recall value amongst the consumers for our brand.”

     

    Added Shradha Agarwal, CEO and Co-Founder, of Grapes: “We are really looking forward to our association with Maharishi Ayurveda. I believe working with them will bring a new set of experiences for us. We are determined to make Maharishi Ayurveda a go-to brand amongst the cohort who aspires to live a healthy and natural life. We are in perfect alignment with the aspiration of the brand which will help us in coming up with strategies and narration that will echo the excellence of the brand in their particular category. In this, our marketing expertise will play an instrumental role in creating awareness about the brand.”

     

  • There's something magical about being at a theatre on a weekend such as that of Brahmastra's release, writes Shailesh Kapoor

    The Big-Motion-Picture Vibe

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorThe long-in-the-making Brahmastra: Part 1 released last Friday. The film opened to packed houses, clocking occupancies of 70%+ in major city multiplexes through the weekend. The big-budget fantasy adventure film may eventually have to rely on non-theatrical revenue sources to recover its costs. But its solid opening weekend performance has infused fresh energy into the Hindi film industry, which has been struggling in recent times to get any major audience attention at all.

     

    I watched the film at a suburban Mumbai multiplex, where the start of the show had to be delayed by about 15 minutes, because some patrons did not take their assigned seats. The theatre staff had to intervene, and people had to be moved through a 100% packed auditorium, to their correct seats. One could sense that even the staff was enjoying this thankless job. When did they last see a packed auditorium for an original Hindi language film, after all?

     

    We would have to go back to Oct 2, 2019, when the Hrithik-Tiger starrer War released to an overwhelming audience response. But that was a holiday, unlike September 9. Search for a non-holiday opening of this stature for an original Hindi language film took me back to June 29, 2018, when Rajkumar Hirani’s Sanju, also starring Ranbir Kapoor, released.

     

    There’s something magical about being at a theatre on a weekend such as that of Brahmastra’s release. There’s a communal bond between the hundreds of audiences, in the lobby, and then inside the auditorium. They are connected by their love for going to the movies, if not by their love for cinema itself. The atmosphere brims with excitement and anticipation. No home viewing, on the biggest TV screen and the best sound system, can match that.

     

    Brahmastra has its share of flaws. But lack of imagination is not one of them. The franchise charters into territories erstwhile reserved for Hollywood films, where visual effects and scale front-end a film, leading to a viewing experience that’s immersive and big-screen worthy. Brahmastra wears its ambition on its sleeve. And the audience could feel that vibe over the last three months of the film’s campaign, resulting in a whole-hearted endorsement on the opening weekend, despite boycott calls and mixed reviews.

     

    Less than a month before Brahmastra’s release, another film that one may have been tempted to call a major motion picture (Laal Singh Chadha) failed on open, despite releasing on a holiday. The contrast between the opening-weekend performance of the two films sums up what theatre-going audiences are trying to tell the film industry: Convince us that your film is worthy of my money, by justifying why it needs to be watched on the big screen.

     

    It’s now for the filmmakers to listen up and act.

     

  • It's a forecast question, the kind we keep asking our Wizard with Words ever so often. Here's Dr Das's response in the September 16 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | In less than 15 days, we’ll enter the all-important third quarter. Given how spends have been for Ganesh Chaturthi and Onam and bookings are for Durga Puja, do you think it will be a happy Q3?

    Bhaskar DasIt’s a forecast question, the kind we keep asking our Wizard with Words ever so often. Here’s Dr Das’s response in the September 16 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. In less than 15 days from now, we’ll enter the all-important third quarter. Given how spends have been for Ganesh Chaturthi and Onam and bookings are for Durga Puja, do you think it will be a happy Q3?

     

    A. Yes, I am an incorrigible optimist. The upward trend in consumer sentiments is palpable. India growth story and increase in government spending in infrastructure and the wave of entrepreneurship will all add up to a positive impact on the both discretionary and in discretionary spend. It would be good for the country and our economy.

     

  • Builds relevance on fair pay and fair play in the music industry

    IPRS launches campaign for music license & royalties

    By Our Staff

     

    The Indian Performing Right Society Ltd (IPRS), registered copyright society representing the authors, composers, and music publishers, has launched a campaign #ImagineLifeWithoutMusic. Resonating with this, IPRS sets sail with its campaign to draw attention to Fair Pay and Fair Play of Music and instil a sense of responsibility toward building a sustainable future for music and its creators.

     

    Talking about the initiative, Sameer Anjaan, lyricist and IPRS Board member said: “Even beginning to imagine life without music is one of the scariest thoughts one could have. How would it be possible to be deprived of the very aural oxygen that makes us savour every memorable moment? It is music that makes them all the more extraordinary.”

     

    Commenting on the initiative, Rakesh Nigam, CEO, IPRS added: “We are happy to announce our new campaign, #ImagineLifeWithoutMusic to create awareness and highlight the importance of music in our lives and institutions that depend on music to run their business. We want to encourage music users and organizers to purchase a music license for playing music at events and commercial outlets. Hope we realise that, like other things in our daily life, we need to pay for music too. Music is more than an industry. It is a cultural powerhouse. Though music creators have embraced this profession through passion, we cannot retain talent if we do not pay their rightful dues. To deny royalties to the creators will ultimately weaken the cultural fabric of the nation. We take this opportunity to thank our Fair Music Partners for their support in upholding music licensing and ensuring those behind the music get their rightful dues.”

     

  • Sharma, it is said, wants to focus his energies on creating new shows including reviving his iconic show Aap Ki Adalat.

    Rajat Sharma quits NBDA as President

    By Our Staff

     

    Rajat Sharma
    Rajat Sharma

    Veteran broadcaster Rajat Sharma has decided to relinquish the Presidentship of News Broadcasters and Digital Association (NBDA), according to sources.  Sharma, it is said, wants to focus his energies on creating new shows including reviving his iconic show Aap Ki Adalat.

     

    The NBDA Board is likely to meet soon to elect a new President.

     

    At the time of writing, we couldn’t confirm the news with either Sharma or the NBDA, but will update this as soon as we hear from them.