MxMIndia

Author: mxmadmin

  • With brand ambassador Varun Dhawan and actor Mithila Palkar

    EatFit rolls out new campaign

    By Our Staff

     

    HyperFocal: 0

    Healthy food platform EatFit, the flagship brand of Curefoods, has launched a TVC with investor and brand ambassador Varun Dhawan and actor Mithila Palkar.

     

    The TVC was conceptualised and written by Indian stand-up comedian Kanan Gill, and the tagline for the ad ‘Upgrade to EatFit’ was created by Purplemango India, a creative agency.

     

    Speaking about the launch, Ankit Nagori, Founder, Curefoods said: “EatFit’s fundamental food philosophy is based on 3 principles of having zero transfats, zero white sugar, and zero artificial ingredients in its food. This food experience is specially designed for people who are health conscious and prefer ordering food online daily, and still want to eat healthy and nutritious meals every day. We ensure that we deliver delicious and healthy food with consistent quality that users can rely on. I would urge users to shift to healthy and nutritious food eating choices with EatFit.”

     

  • 'Mornings taste better with Nutella'

    Nutella launches its India brand campaign

    By Our Staff

     

    Nutella, the hazelnut cocoa spread brand of Ferrero, launched its new campaign ‘Mornings taste better with Nutella’ in India. The campaign was conceptualised by Publicis Worldwide.

     

    Speaking about the campaign, Zoher Kapuswala, Regional Marketing Manager, Nutella brands, Ferrero India Pvt Ltd. said: “Nutella is one of the leading brands in the breakfast category worldwide and has always aimed at creating happy moments and inspiring consumers to celebrate breakfast with their loved ones. Breakfast is always at the center of what gives a great start to the day and Rotis, Parathas, Dosas etc. traditionally find their place on the breakfast plate for millions of Indians. Leveraging this insight, we wanted to communicate the versatility of Nutella where it’s unique and delectable taste compliments many such Indian breads. Our India TVC campaign aims to bring this aspect alive and as a brand, we look forward to being the breakfast companion for many more Indians”

     

    Spokesperson Oindrila Roy, Managing Director, Publicis Worldwide added: “Nutella is an iconic brand, loved by millions across the globe as well as in India. This campaign was conceptualised keeping in mind the brand’s desire to be a part of more breakfast tables around the country, in line with its ambition to increase penetration in more households. In order to find a place for Nutella, we tapped into the breakfast moments of our potential consumers and found innovative ways to integrate into what’s already present on their breakfast tables – dosas, rotis and parathas. The campaign also beautifully captures how mornings are made happier with just a little dash of Nutella, inspiring families to create happy memories around their dining table. This integrated campaign has been conceptualised keeping in mind multiple touchpoints – television, digital, social, POS among others.”

     

     

  • Captures the core essence of the festival

    Shoppers Stop ropes in Darshana Banik for Pujo campaign

    By Our Staff

     

    Shoppers Stop, the department store chain, is all set to celebrate Durga Puja with popular Bengali actor Darshana Banik with a digital campaign.

     

    Speaking on the campaign, Shwetal Basu, Customer Care Associate and Chief of Marketing & Communication at Shoppers Stop said: “It’s the time of the year that brings everyone together. Durga Puja is not just a festival but also a celebration of art, heritage and homecoming. After two years, everyone will be celebrating the festival with limited fear or restriction. Our film takes you through the journey of this celebration. It reminds you of the moments and simple rituals that you look forward to every year. ‘Aasche bochhor aasche ghure, chalo shaaji notun kore’

  • To lead their #MusclesMatter campaign

    Rahul Dravid partners with Abbott to launch new Ensure

    By Our Staff

     

    Abbott, the global healthcare company, has announced the launch of new Ensure with HMB – a new formulation to support Indians as they age. Rahul Dravid, will lead Abbott’s #MusclesMatter campaign, which increases awareness of the importance of muscles and addresses nutritional needs amongst adults

     

    Said Swati Dalal, general manager of Abbott’s nutrition business in India: ”Ageing is inevitable, but muscle loss and weakness doesn’t have to be. Muscle loss is the aging factor that’s rarely discussed, and few adults realise the impact our muscles have on our health as we age. Abbott has been pioneering research in science-based nutrition and by introducing the new Ensure with HMB, we hope to help Indian adults thrive.”

     

  • To scale up their advanced 5-zoned orthopedic range

    Alia Bhatt recommends Duroflex for ‘Real Sleep’

    By Our Staff

     

    Duroflex mattresses has unveiled two campaigns with brand ambassador Alia Bhatt to encourage individuals to invest in ‘Real Sleep’.

     

    Commenting on the new TVCs, Mohanraj Jagannivasan, CEO, Duroflex said: “Our mission is to make every Indian sleep better and we are constantly investing in research to offer superior sleep solution products for real quality sleep. This festive season, we want to guide consumers to make educated choices and invest in themselves with trusted sleep products to ensure they sleep well, stay healthy and celebrate wholeheartedly. Subsequently, the roll-out of the campaign will also witness a scale-up of our signature doctor-recommended Duropedic range.”

     

  • KFC's creative is simple and effective, writes Sanjeev Kotnala

    #AnythingForTaste

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery brand has brand stories— some real and some crafted. The brand’s strategic and creative teams must identify the ones that can be explored and exploited. KFC Cape-town, South Africa, picked one and ran with the urban legend of a fake quality control inspector. Watch the final communication, and then we get to the story. KFC’s official Twitter account posted- The Taste… it’s all about the Taste, and after 50 years of licking it off your fingers, we’ve realised that some of you will do #AnythingForTheTaste. Don’t believe us? Watch this story based on real events.

     

     

    First, KFC released a press note declaring they would get to the urban legends’ roots. Setting up a private investigation to find one who has been posing as a fake food inspector, getting free KFC items. The story goes back to 2019- though not fully substantiated. “KFC plans to track down an alleged fake food inspector soliciting free food from KFC stores across South Africa.” It also led people to attempt pranking KFC in real life- completing the cycle. For example, Foktv and JTube became fake health inspectors to try to get free food but also try shutting down a fried chicken restaurant.

     

    Here is news on SouthAfrican.com and many other South Africa-based digital sites like Capetown covering the Press release.

     

     

    Beckett Mathunzi is hired as the chief investigator. A hotline is set up for the public to share tips and information. This one led to three creative, the Brief, The chase and the verdict. One could follow the detective developments at KFC South Africa.

     

     

     

    Net-Net

    It is noteworthy to see how the brand has picked up an urban legend and taken it to its somewhat logical conclusion. It is simple and highly focussed creative, taking you on a ride with the detective and the fake inspector. And watch how #AnthingForTaste and the #Fingerlicking have been smoothly weaved in. I love such simple, focused communication and storytelling.

     

    Meanwhile, here is another brand doing the same. Focussed storytelling, and where they take one aspect and go the whole way. The client and the creative understand that it is better not to be greedy and overload the communication. Here Samsung exploits the one chink in the competition’s armour- just when the competition makes its annual ritualistic statement of new products.

     

  • We know how much he enjoys various sports, so we thought it would be good to ask this question. Here's Dr Das's response in the September 21 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Roger Federer has announced his retirement from tennis. Would you say that the Swiss tennis legend has been the biggest brand tennis has produced?

    Bhaskar DasWe know how much he enjoys various sports, so we thought it would be good to ask this question. Here’s Dr Das’s response in the September 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. Roger Federer has announced his retirement from tennis. Would you say that the Swiss tennis legend has been the biggest brand tennis has produced ever?

     

    A. It is difficult to say that Roger Federer has been the biggest brand that tennis has produced as my conclusion can be questioned by facts and figures of which I don’t have real-time access. But what I may say on the basis of some public domain information is that I doubt if any tennis superstar has ever built a financial empire comparable to him. And this might be his most enduring legacy. Needless to say, his  billion-dollar brand has happened due to his phenomenal tennis playing talent and graceful game. What he has built off the court has also been based on some extremely rare qualities: impeccable strategic instincts, along with the sort of personality that might be more suited to a boardroom or a political campaign than to a pro-sports arena, all combining to make Roger Federer the greatest player-mogul the tennis world may ever see. This is how NYT once described the unique qualities of Roger Federer. The tribute says it all. In the past, other tennis stars have retired also but I don’t recall such showering of emotions, irrespective of the field of sports, on a player. It’s Roger’s unique persona, non-controversial, a family man and endearingly humble soul.

     

  • Mullen Lintas Bengaluru works out the brand's 'Dil Ki Suno' creatives

    Tata Tea Gold to inspire women in new campaign

    By Our Staff

     

    Tata Tea Gold, the marquee brand from Tata Tea’s diverse portfolio, has rolled out its latest campaign ‘Dil Ki Suno’. The campaign conceptualised by Mullen Lintas Bengaluru, captures the predicaments that are faced by today’s women in pursuit of choosing to listen to their minds or to their heart.

     

    Commenting on the Tata Tea Gold’s proposition of Dil ki Suno, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Gold has formed a strong proposition over the years to be the brand that encourages one to always listen to their heart. It may not always be an easy path but will help them charter their own track. As a brand we have been bringing alive ‘#DilKiSuno’ positioning with great pride and passion and will continue to bring to fore inspiring stories to stir consumers to tap into their inner voice and follow their own calling.”

     

    Commenting on the creative thought behind the campaign, Garima Khandelwal, Chief Creative Officer, Mullen Lintas added: “There is a tussle between the head and the heart, logic and magic, but it comes most in play in moments that can be life altering, and finding a moment to listen and weigh the implications to go out and follow the heart is the brand space. With this campaign we are celebrating real inspiring stories where that inner conflict was resolved and the dilemma was overcome to scale the heights, as a salute from the brand to celebrate going out to achieve your dreams, and elevate the thought of #DilKiSuno”

     

  • Will now spearhead strategic business developments for the company

    9X Media appoints Bhupendra Makhi as CEO

    By Our Staff

     

    9X Media has announced that it has elevated Bhupendra Makhi to Chief Executive Officer (CEO). He has been with the organisation since 2007. In his new role, Makhi will spearhead strategic business developments for the company, while advancing and strengthening the company’s strategic focus in India.

     

    Commenting on his elevation as CEO, Makhi said: “I am grateful to our investors and the Board for entrusting me with this role. 9X Media has reached an important stage, having met significant milestones, and achieving positive performance. We remain highly encouraged and I look forward to continuing to work closely with all the teams for the benefit of the company and creating value for our stakeholders.”

     

  • Called Attrimob and Apptomizer

    Ventes Avenues launches proprietary adtech platforms

    By Our Staff

    Ventes Avenues has created two inhouse adtech platforms – Attrimob and Apptomizer. “Our science is built around precise audience targeting, and we utilise our first-party data to offer advanced targeting options by layering additional third-party data platforms,” notes a communique

     

    While Attrimob is a performance platform, Apptomizer is a branding platform modelled to deliver direct and programmatic campaigns.  Said Balamurugan Mani, Co-founder-Ventes Avenues: “Our highly-skilled tech team worked round the clock during the lockdown to build these two Adtech platforms. After a great deal of planning, coordination, brainstorming and execution we are extremely confident about delivering the highest quality campaigns with our world-class technology. We are committed to bringing AI-based optimizations to both these platforms to ensure our campaigns are delivered seamlessly without the need for manual optimisation.”

     

  • Collaborates with local filmmakers and artists to create new content for the platform

    Aha OTT platform launches in Malaysia

    By Our Staff

     

    The video on-demand and Tamil over-the-top (OTT) streaming service, Aha, has launched in Malaysia with a content offering for the local Tamil diaspora. Actor Simbu and musician Anirudh Ravichandran are the brand ambassadors for Aha.

     

    Commenting on Malaysia launch Ajit K Thakur, CEO, Aha, said: “At Aha, we are proud of our unique proposition of providing 100% local entertainment to the audience and we are delighted to bring 100% local entertainment now to Malaysia.  With the launch of aha in Malaysia, we will not only offer the best of Tamil movies and originals to the audience but also source and create content with local film-makers and artists”

     

  • The agency will join WPP's Hill+Knowlton Strategies to create large presence in Latin America

    WPP acquires JeffreyGroup

    By Our Staff

     

    WPP today announces the acquisition of JeffreyGroup, independent corporate communications, public affairs, and marketing consulting firms in Latin America.

     

    JeffreyGroup will join the Hill+Knowlton Strategies international network and will create the largest global communications agency presence in Latin America, doubling Hill+Knowlton Strategies’ footprint in the region. Headquartered in Miami, with 330 people across offices in Mexico City, Brasilia, Rio de Janeiro, São Paulo and Buenos Aires, JeffreyGroup has been a powerhouse in Latin America for nearly three decades.

     

    AnnaMaria DeSalva, Global Chairman and CEO of Hill+Knowlton Strategies, said: “I’ve admired JeffreyGroup since my early days as one of its clients, and I’m delighted to welcome it and its employees into the Hill+Knowlton and WPP families. Latin America is one of the most dynamic communication markets today, offering a growing scope of talent and innovation. Our combination with JeffreyGroup creates step change opportunities and I’m excited about what we’ll be able to achieve together.”

     

    Jeffrey Sharlach, Founder and Chairman of JeffreyGroup, added: “The success of JeffreyGroup over the past 30 years in Latin America has been due in large part to our ability to evolve and adapt in a dynamic region of the world with diverse conditions, customs, and cultures. Joining forces with WPP and Hill+Knowlton is an exciting step forward in this evolution and opens up a world of resources for our clients and opportunities for our hundreds of employees.”

     

    Mark Read, CEO of WPP, said: “WPP’s public relations and communications services have never been more in-demand. Our clients want agile partners who can help them navigate today’s complex world and create the right spaces to tell their stories. Latin America continues to be an important growth market for our clients, and JeffreyGroup will strengthen our established presence in the region and bring deep-rooted experience of delivering tailored communications strategies that resonate with audiences.”