MxMIndia

Author: mxmadmin

  • To lead new business agenda as well as head the account management

    W+K get Shreekant Srinivasan to head Delhi

    By Our Staff

     

    Shreekant Srinivasan
    Shreekant Srinivasan

    Wieden Kennedy  (W+K) India has hired Shreekant Srinivasan, as Head of Business for its Delhi office. In this role, he will lead the new business agenda as well as head the account management function for the office.

     

    Srinivasan joins W+K from McCann Worldgroup India where he was a Senior Vice President leading the Maggi portfolio and the Expo Dubai business. In a career spanning over 21 years, he has worked in multiple agencies, set up new offices and managed more-than-many brands – Maggi, Thums Up, Chevrolet, Dominos, Expo Dubai 2020, Royal Enfield to name a few.

     

    Said Srinivasan: “In the 21 years of my advertising life, I have worked with some really interesting bunch of individuals. From oddballs to seasoned surgeons to mavericks to absolute bat shit crazy, I have seen the best of work come out of each one of my creative partnerships.And this belief that creation is inclusive and personality-agnostic is the biggest driving force at W+K. If you have the hunger for good work and love for advertising, you will blend right in. With Paddy and Ayesha, I intend to build this inclusive creative culture on the shoulders of some ground-breaking work.”

     

    Ayesha Ghosh
    Ayesha Ghosh

    Added Ayesha Ghosh, President, Wieden Kennedy India: “We’ve been looking for people of substance who don’t take themselves too seriously and Shreekant fits that mould just right. He’s been at the helm of important moments in the life stage of significant brands, as well as of agencies. With the talented team that the Delhi office already has, we’re keen to sink our teeth into more and more challenges facing brands.”

     

    Santosh Padhi
    Santosh Padhi

    Said Santosh Padhi (Paddy), CCO Wieden Kennedy India: “Shreekant has a unique point of view on life, creativity and how to run this wonderful creative business called advertising, his energy is truly infectious and we are pretty sure all of these will bring in a very new dimension to our leadership unit.”

     

  • Sinha will Chairman and Gupta Vice Chairman

    Shashi Sinha & Shailesh Gupta to continue to helm MRUC

    By Our Staff

     

    Media Research Users Council India (MRUCI) held its 28th Annual General Meeting (AGM) on Tuesday, September 27, 2022 via Video Conferencing.

     

    Shashidhar Sinha, CEO – India, Mediabrands and Shailesh Gupta, Director, Jagran Prakashan Ltd. will continue in their respective roles as Chairman and Vice Chairman of MRUCI. The leadership duo was unanimously re-elected at MRUCI’s Board meeting which was held shortly after its AGM.

     

    New members have also been appointed to the Board of Governors, namely Shashank Srivastava, Senior Executive Director (Marketing & Sales), Maruti Suzuki India Ltd. and Vivek Malhotra, Group Chief Marketing Officer & COO Consumer Revenue, TV Today Network Ltd.

     

  • Features brand ambassador Tara Sutaria

    Hazoorilal Legacy Jewellers marks 70 years with a campaign

    By Our Staff

     

    Hazoorilal Legacy Jewellers has announces the launch of its brand campaign campaign 2022-23 featuring actor Tara Sutaria as its Brand Ambassador.

     

    Commenting on the association, Ramesh Narang, Director, Hazoorilal Legacy said: “We’re delighted to continue our brand story with Tara as she epitomises the brand values and its design language magnificently. Hazoorilal Legacy stands for classic and timeless jewellery and Tara has showcased the essence of it with honesty and intense conviction in the Brand Campaign marking our 70th year as pioneers of jewellery design in India.”

     

  • Urges consumers to revel in the festivities

    Voltas celebrates Navratri with digital campaign

    By Our Staff

     

    Voltas Home Appliances from the house of Tata has welcomed Navratri in a digital avatar.

     

    Commenting on the occasion, Pradeep Bakshi, MD & CEO, Voltas Limited, said: “The festive season gives us an opportunity to give customers a unique way to engage with the brand and get a first-hand experience of the products. Our customers are becoming increasingly digital savvy and who better than content creators and Influencers can help us showcase our experience zone and products through their social channels. We are focusing on creative ways to attract our customers to the Experience Zone which will provide our customers with an opportunity to experience our latest and futuristic range of home appliances. As pioneers in innovation when it comes to home appliances, this new experience zone gives an immersive experience and showcases our product range in a way that customers can relate to.”

     

  • Introduces a slew of initiatives, disruptive consumer benefits and giveaways

    Hero MotoCorp rolls out ‘Grand Indian Festival of Trust’

    By Our Staff

     

    To mark the beginning of the festive season, Hero MotoCorp, manufacturer of motorcycles and scooters, announced the launch of Hero GIFT- the Grand Indian Festival of Trust. The theme for the mega-campaign this year is ‘India, Let’s Celebrate, Phir Se Dil Se’, which reflects the excitement with which families in the country are preparing for the normal festive season after a hiatus of two years.

     

    Commenting on the initiative, Ranjivjit Singh, Chief Growth Officer, Hero MotoCorp said: “Serving the personal mobility needs of 100 million+ customers, Hero MotoCorp has been considered a trusted member of Indian families. We are hopeful that the Hero GIFT will provide a huge boost to the buyer morale, thus contributing to the spirit of revelry, happiness and excitement. This will be accompanied with thrilling new benefits that reaffirm customer trust, allowing them to take home iconic Hero products and the love and happiness that comes along with them.”

     

  • We wrote this yesterday for a question, and we are sure friends of our Wizard with Words will Grrr us on why we love to put him in the dock over sensitive issues. Our response is: who better to philosophise on key matters of state (in a manner of speaking). So let's hear it from Dr Bhaskar Das in the September 28 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | There has been much uproar about moonlighting in IT companies. But in Indian media, it’s always been there, right? Your view?

    Bhaskar DasWe wrote this yesterday for a question, and we are sure friends of our Wizard with Words will Grrr us on why we love to put him in the dock over sensitive issues. Our response is: who better to philosophise on key matters of state (in a manner of speaking). So let’s hear it from Dr Bhaskar Das in the September 28 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. There has been much uproar about moonlighting in IT companies. But in Indian media, it’s always been there, right? What’s your view on moonlighting?

     

    A. I know it’s a hotly debated subject and extreme positions have been taken by various concerned organisations/ individuals. The IT industry seems to have a clear stand on the subject ie moonlighting or side-hustle is a strict no-no. WFA/ WFH might have made it easier for tech guys, but it’s difficult to detect and monitor. May be that’s why IT sector has taken a tough stand on the subject.

     

    There are divergent stand on the subject of how one can work with competitors. Like Swiggy sees nothing wrong in side-hustle or Tech Mahindra opined that the employee should be open about it and inform about it. I am not sure if the latter position means taking approval in advance. One can’t deny that employers discern an ethical issue in moonlighting.

     

    You are correct in observing that such a practice is prevalent in creative industry, albeit in different forms. Many CEOs write books or engage in further studies including a Ph D as passion-led engagement. In a sense that can easily be classified as side-hustle.

     

    I know that there are management doctrines that employee productivity gets enriched due to such side-hustles. So, employees tend to get more productive.

     

    The jury is out on what is the right dharma. My personal opinion converges at this stage of the debate is that one can be transparent and keep the employer informed. But with Gen Z and with new workplace values post-Covid, employees want to exert their suzerainty. It may depend on where the balance of power ultimately resides and that it may differ by companies and industry sectors.

     

  • If the industry keeps celebrating those breaking the code, no self-regulation will work, writes Sanjeev Kotnala

    Should repeat offenders of ASCI guidelines be debarred from awards & felicitations?

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI have repeatedly written about the thankless self-regulation job ASCI has been doing by discussing, suggesting, recommending, and trying to make brands follow the guidelines. I sincerely believe that self-regulation as the name suggest is an individual and organisational call. No moral and ethical policing works.

     

    If one was to analyse the roaster of defaulting brands every quarter, they are a mixed lot. One could understand the fly-by-night operators and small businesses not really following the guidelines. However, the list of repeat offenders has large brands and companies working with well-known advertising agencies. It is tough to presume that these agencies and the brand team are unaware of the guidelines. Hence, when they fail to follow the guidelines, it is natural to assume that the act was voluntary and intentionally exploiting the loopholes for business. The brands were fully aware of ASCI procedures and prepared for the action.

     

    The answer to the question of who is responsible for this situation is simple. It is the brand owners and the agency leadership. Because they have decided to overlook their team’s work. It is a question of attitude, ethics, and morality. A question of the culture that permeates the teams. A business call is made knowing the pros and cons. And, if the seniors in the team turn a blind eye or do not guide the teams on proper systems and operations, no number of guidelines will help. Until those exploiting loopholes or not following the guidelines is no way a black mark on your resume or employability. Till it is seen as intelligent working, no set of guidelines will work. And if the industry keeps celebrating the seniors working on the brands and companies breaking the guidelines, no guideline will work.

     

    Why can’t brands and their teams repeatedly not following the guidelines be debarred from industry awards, individual felicitations, discussions and addressing, and holding a post in industry bodies? Can people reject a candidate knowing they were part of the team called for not following the guidelines? Can the CMOs and the agency heads ensure that every marketing, branding, and communication person is aware of the guidelines for the category they work on? Can an ASCI guideline certification be a minimum requirement for creative and strategic teams? Would it be too much to do?

     

    For self-regulation, you need self-discipline. It is as simple as that. It is just like you deciding to use a seat belt or not while driving, knowing fully well that by not wearing the seat belt, you are not violating a guideline but a law. And moreover, you are risking yourself and no one else. You do not wear it knowing that the traffic police cannot fully monitor it, and people are not shamed for not wearing the seat belt. You decide not to wear the seat belt despite its availability, and wearing it is as simple as clicking it in. You don’t wear it because you think you can get away with it and nothing will happen to you. The same approach is visible in people and organisations not following the ASCI guidelines. They think they can get away with it and lack something as basic as self-discipline.

     

    Checking if the brand is not violating guidelines should not be a Standard Operating Procedure (SOP) but a habit. It should happen naturally. And, if it does happen naturally, indeed, after some time, the teams may not even need to check as their internal working will weed out the wrongs. SOP reeks of checks to see we are within the framework and technically cannot be faulted for not following the guidelines. There is no question of exploiting the loopholes when it is a habit. It is not about technical grounds but more about realism and ethicality of action. As naturally as brushing your teeth.

     

    Guidelines keep evolving. Maybe some have lost their relevance. ASCI is always there to discuss and re-evaluate. Remember, all the guidelines have been developed in consultation with Industry experts and after they have been publicly open for discussion and input. The guidelines are not ASCI- the guidelines are of the industry. And by following them, no one does a favour to ASCI. We help the industry stay within the scope of self-regulation without governmental interference.

     

    Net-net

    So, decide, you want to be the smart one who exploited the guidelines under technical loophole. Or you were morally ethically correct to have followed the guideline. It is typically a business call that must be made individually. And it is finally all about – the culture and attitude promoted in the organisation. Think again about what you teach when you turn a blind eye or knowingly violate the guidelines on technical grounds.

     

    ASCI doing its part

    ASCI has been upfront and transparent in its dealing and communication, but it needs industry support. As per an ASCI report, It processed 52% more ads in 21-22 compared to 20-21. Digital contributed 29% of all complaints, and Education remained the largest violator of the guidelines followed by Healthcare and Personal Care. And 94% of all ads processed needed some modification. Important point- 21% of complaints originated from consumers, and 7%5 were Suo-moto action by ASCI. Both are good signs. Print and digital led with 47% and 48% of the complaints.

    As per ASCI’s sector report 21-22. For example, in the personal care category. There has been a 261% increase in ads, where 69% were informal resolutions not contested, and 31% were upheld. Most ads, 88%, came from digital space, Print contributed 4% and Tv 6% of the contested ads. 371 ads were found violating influencer disclosure guidelines, and 4 ads featuring celebrities were found misleading!

     

  • Promotions entail two 15-second digital film

    WT creates campaign for Lifestyle

    By Our Staff

     

    Lifestyle has launched its new campaign “Glam up & Style up”. The campaign entails two 15-second digital-only films conceptualized by Wunderman Thompson, Bengaluru.

     

    Speaking about the campaign, Rohini Haldea, Assistant Vice-President and Head, Marketing, Lifestyle, said: “We are delighted that this festive season our customers will discover Lifestyle’s on-trend styles through an entertaining film, to flag off a series of celebrations. This is the first time that the brand has taken inspiration from a trending social media video format to break the festive clutter and engage with its shoppers in a fun and unique way. We are very excited and invite all our shoppers this season to not just style but groove in style with Lifestyle.”

     

    Added Priya Shivakumar, Senior NCD, Wunderman Thompson, India: “We have all looked at reels and enjoyed the seamless transitions, the synchronized steps, the high energy. It’s that scrolling through-your-phone-and-stumbling-upon-that-reel-you-just-can’t-skip moment we were looking to recreate through the lens of a brand with style at its heart. Lifestyle’s eye-catching new collection also unveils its range of exciting festive looks. With music you want to dance to and clothes you want to reel, Lifestyle looks to make you sway to its beats and recreate your own reel moment, giving yourself many ways to glam up and give yourself a style upgrade.”

     

     

  • As part of its first digital campaign

    Allu Arjun is brand ambassador for RedBus

    By Our Staff

     

    RedBus, an intercity bus transport, has launched its first digital campaign, with its brand ambassador Allu Arjun. The adfilms, with a tagline  ‘RedBus: Apno ko, sapno ko kareeb laye’, will be rendered in seven languages on digital platforms and national and regional TV channels.

     

    Said a communiqué: ‘As an established brand in the intercity bus transport sector in India, RedBus is known for its pioneering enterprise in enabling millions of travellers to book their tickets and undertake bus journeys seamlessly, with the largest inventory of private and government buses on its platform. redBus is also at the forefront of several innovations and industry firsts that have been instrumental in shaping the landscape of the sector, such as live bus tracking, flexible date change, destination arrival alerts, numerous payment options for easy and quick booking and more. With an exceptional set of useful features and options, and being the first organised digital player in the industry, redBus is clearly positioned and recognized as the go-to platform for intercity bus ticketing in the country. The brand now intends to progress from a functional communique to one that builds a more emotional and cultural connection with its audience to create enduring relationships, trigger a habit change among offline ticketing travellers, as well as attract young first-timers, and has crafted the campaign to that effect.

     

    https://youtu.be/VMEOQw3MZNQ

  • Encourages people to prioritize their cardiovascular health

    Redcliffe Labs launches drive for World Heart Day

    By Our Staff

     

    Redcliffe Labs launched the ‘DilKiSuno’ campaign for World Heart Day. It is to raise awareness on how adopting a healthy lifestyle at any age can reduce your chance of developing heart disease and having a heart attack or stroke.

     

    The campaign highlights the importance of heart health through the real-life experiences of people from different age groups. The purpose of this campaign is to make people across various aware of cardiovascular health and heart attack symptoms. Changes in lifestyle and timely diagnosis shouldn’t be taken for granted.

     

    Commenting on the new campaign Dheeraj Jain, the Founder of Redcliffe Labs, said: “Our campaign Dil Ki Suno emphasizes the idea of a healthy heart, healthy you! One can prevent heart disease by living their life the way one wants with the right diagnosis at the right time. Everyone must acknowledge that occasionally they take their health for granted. We don’t usually give it much thought until a sudden issue arises.Hence, it is the need of the hour to manage risk factors like hypertension, high cholesterol, diabetes, and obesity by maintaining an active lifestyle.”

     

  • A campaign to empower young girls and widen Self-Esteem Project

    Dove rolls out #StopTheBeautyTest initiative

    By Our Staff

     

    Hindustan Unilever Limited’s Dove Beauty Soap has launched a new campaign.

     

    Said Madhusudhan Rao, Executive Director, Beauty & Personal Care for Hindustan Unilever Limited: “Over the last 10 years, with the Dove Self-Esteem Project, we are working towards a vision where beauty is a source of confidence, not anxiety. We want to empower young girls to rise above the unjust beauty report cards given to them and be confident in their own skin. As a brand that is committed to taking tangible action to change beauty, we hope the real-life stories of young girls is an eye opener for the society to take notice leading to a behaviour change. Dove is on a mission to ensure the next generation grows up enjoying a positive relationship with the way they look.”

     

    Added Zenobia Pithawalla, Senior Executive Creative Director & Mihir Chanchani, Executive Creative Director, Ogilvy: “The ‘beauty test’ has become such an integral part of our society that it starts right from the school years for girls. Their face and body become a marksheet for society to score. In this campaign, Dove shows us the plight and the determination of the school girls to not give into this grading system. It urges society to stop the beauty test and to start building beauty confidence of young girls.”

     

  • Collaborates with Sameera Reddy and Swastika Mukherjee

    Westside launches Limitless autumn-winter edition

    By Our Staff

     

    Westside, the clothing and accessories brand of the Tatas, has launched the Autumn-Winter edition of its Limitless campaign. It has collaborated with Sameera Reddy and Swastika Mukherjee for the campaign to encourage inclusivity, self-love, and body positivity that the brand strongly believes in.

     

    Speaking about the campaign, Umashan Naidoo, Head of Consumer and Beauty, Westside said: “It feels natural/authentic to collaborate with Sameera Reddy and Swastika Mukherjee as they are the perfect embodiment of this value system. They have a voice for style, confidence, and our version of the modern working mother. They allow the brand to celebrate women and engage with a community of like-minded people. Their belief aligns with the values of Westside.”