MxMIndia

Author: mxmadmin

  • To raise awareness and build imagery of the steel brand

    IProspect launches campaign for ArcelorMittal Nippon Steel

    By Our Staff

     

    IProspect, the digital-first end-to-end media agency from Dentsu India, has launched ArcelorMittal Nippon Steel India’s (AM/NS India) latest campaign titled ‘Reimagineering’. The campaign’s objective is to raise awareness and build imagery of a global new-age steel manufacturer committed to creating a brand-new future for the industry, people, and the planet.

     

    Speaking on the campaign, Bibek Chattopadhyay, Head – Communications, ArcelorMittal Nippon Steel India said: “We embarked on a journey almost a year back to craft the corporate identity and design for AM/NS India – a venture between ArcelorMittal and Nippon Steel, two of the most valued brands in the metal and mining space worldwide. With the 360-degree campaign, entailing media formats, we unveil a Young, Dynamic, Smart, Thoughtful, and Global architecture that elevates the brand presentation. Reimagineering – one world that eloquently puts forth our ambitions for the market we are privileged to serve – is rudimentary to our concept and reflects our brand philosophy, ‘Smarter Steels, Brighter Futures’.”

     

    Added Vinod Thadani, CEO, IProspect and Chief Digital Growth Officer, Dentsu Media: “We are extremely proud to be part of this amazing campaign. The beauty of the campaign is in synchronization of 6 very impactful KVs, a powerful and visually delighted TVC with melodious background score and multiple format renditions across touchpoints. We planned the campaign such a way so that each touchpoint complement each other to establish the core proposition of the brand. I am confident post this campaign, AM/NS brand awareness will be enhanced significantly.”

     

  • The ad films feature Stefy Patel and Tamanna Sharma

    Contract unveils campaign for Kisna Diamond

    By Our Staff

     

    Further to recently winning the Kisna Diamond and Gold Jewellery account, Contract Advertising has launched a brand re-stage campaign with multiple films and a 360-degree campaign across print, outdoor, digital, and retail. The campaign features Stefy Patel and Tamanna Sharma.

     

    Said Parag Shah, Director, Kisna: ”With rising affluence and international exposure, the Indian woman is ready to upgrade from traditional gold to more wearable diamonds. KISNA is best positioned to be a diamond-first brand given its Hari Krishna Group legacy. The re- stage campaign comes hand in hand with a shift in distribution strategy to focus on EBOs (Exclusive Branded Outlets). Launched in 2005, KISNA is India’s most widely distributed diamond jewellery brand.”

     

    Added Sagar Mahabaleshwarkar, Chief Creative Officer, Contract Advertising: “The campaign is a disruptive take on the concept of a woman’s radiance and where diamond jewellery fits into the narrative.”

     

     

  • To work with various stakeholders of the digital entertainment ecosystem

    Rohit Jain appointed new chairman of Digital Entertainment Committee at IAMAI

    By Our Staff

     

    Rohit Jain
    Rohit Jain

    The Internet and Mobile Association of India (IAMAI) has appointed Rohit Jain, MD, Emerging Markets Asia, Lionsgate, as the new Chairman of their Digital Entertainment Committee for the period of 2022 to 2024. Jain succeeds Amit Goenka, Head of Zee5 Global. Amit Doshi, Head, IVM Podcasts has also been appointed Co-Chair, alongside Rohit Jain.

     

    Said Jain: “Indian media sector has shown immense potential in the last decade and now the OTT industry is in the spotlight owing to the work that’s happened for the last many years. I would say we are at the cusp of greatness; India truly has the scope of becoming one of the largest OTT markets in the world. It’s looking like we will end 2023 with a whopping 125 Mn OTT subscribers and that’s just the tip of the iceberg. India today is clearly the innovation hub for OTT be it technology, pricing, or content experimentation. This rocket ship has the potential to lead the Indian media and entertainment sector to 2.5 trillion dollars in the next few years. There can’t be a more exciting time to be in this business and I am truly humbled to play a small role in contributing towards the vision of creating a promising digital entertainment ecosystem that will provide access to the best of experiences for all.”

     

  • Will feature in an integrated marketing campaign across multiple channels

    Dhoni is brand ambassador of MYK Laticrete tile adhesive

    By Our Staff

     

    MYK Laticrete, a manufacturer of tile and stone installation products and adhesives, has roped in cricketer MS Dhoni as its national brand ambassador. The company has also rolled out an integrated marketing campaign across multiple channels with Dhoni featuring in various endorsements and initiatives. The TVC has been conceptualised by Associated Advertising.

     

    Said Murali Yadama, Managing Director, MYK Laticrete: “It’s absolutely fantastic to have an internationally recognised and esteemed sports person such as MS Dhoni as part of MYK Laticrete family and we look forward to involving him in all our future engagements with the customers. His ability to connect us with people across nook-and-corner of the country will be critical in helping MYK Laticrete to continue to share our vision with more people than ever before. For more than 20 years, the innovations from our world-class manufacturing facilities helped us become a choice of the most preferred brand for influencers in the construction industry and now we are on a mission to create the same in the consumer segment too, and Dhoni’s partnership is a first step in achieving our goals.”

     

  • For Lux Parker thermal wear

    Lux releases new TVC

    By Our Staff

     

    Lux Industries Limited, the innerwear manufacturers, have unveiled a new campaign. The film ‘Garam Bhi, Patla Bhi’ has been conceived for the brand ‘Lux Parker’ thermal wear and stars television actress, Pooja Gor.

     

    Speaking on the launch of the new campaign, Saket Todi, Executive Director, Lux Industries said: “Over the years, Lux has always developed innovative product offerings that are driven by customer demand in response to shifts in consumer tastes and preferences; and this campaign is a testament to this ideal of ours. Since winter season is almost upon us, we picked this up as an opportunity to highlight how Lux Parker has the perfect design, thickness and material to be worn as an undershirt, under trousers or individually and is truly the best warmer for the entire family. Our products are thin, light, comfortable, and well-fitting, but most importantly, it gives the wearer the much-needed warmth to keep the chilly weather at bay. We really hope that consumers would enjoy our products as well as the new campaign.”

     

  • Invites people to spot acts of generosity in these films for Giving Tuesday

    EFGH Brand Innovations celebrates ‘shared humanity’

    By Our Staff

     

    EFGH Brand Innovations has launched brand new films to celebrates ‘shared humanity’ and has invited people to ‘spot acts of generosity’ in Giving Tuesday, a global initiative encouraging people to be more charitable.

     

    Said Emmanuel Upputuru, Founder and Creative Chairman, EFGH Brand Innovations: “It has been an absolute privilege to be part of this movement. Over this last year, we’ve learned that generosity is all around us. It shows up in simple acts of kindness; in giving time, talent, treasure and testimony; in connecting with community. But we don’t always notice generosity when it happens. Our brand new films are a reminder to take a second look and that generosity is abundant. Our job was just to highlight it.”

     

    Added Asha Curran, GivingTuesday’s CEO, and co-founder: “GivingTuesday inspires people all around the world to embrace their power to drive progress around the causes they care about, not just on one day but throughout the year.” “With country and community leaders, millions of organizations, and countless givers of all kinds, GivingTuesday is creating a shared space where we can see the radical implications of a more generous world.”

     

  • Highlight importance of savings plans

    Rohit Sharma, wife promote Max Life Insurance

    By Our Staff

     

    Max Life Insurance has launched its new ad campaign featuring its brand ambassadors, Rohit Sharma and his wife, Ritika Sajdeh.

     

    Commenting on the TVC launch, Rahul Talwar, Chief Marketing Officer, Max Life Insurance said: “In our endeavor to drive financial awareness and adoption, the TVC underlines the significance of guaranteed savings plan and how it enables consumers to achieve key milestones -children’s education, marriage or retirement – while enjoying life’s moments today with loved ones. Along with building our protection portfolio, Max Life is focused on long-term savings plans that offer financial stability to families, especially the millennial segment. Reiterating our brand philosophy of ‘You are the Difference’, Rohit and Ritika deliver the key message of our savings solutions, specifically to the younger audience that is seeking holistic, new-age financial products that cater to all their requirements.”

     

  • Leads Brand Connect agency conceptualized the ad film

    Shilpa Shetty to endorse BL Agro’s brand Nourish

    By Our Staff

     

    BL Agro’s food products brand Nourish has launched a new television commercial and social media campaign highlighting the role of consuming quality dry fruits. The #SehatKiSunoNourishHiChuno campaign, was launched across television channels, social media, OTT platforms, radio, and print media. The commercial stars actors Shilpa Shetty as and sister Shamita

     

    Said Ashish Khandelwal, Managing Director, BL Agro: “With this new TVC, we want to promote the right nutrition intake, especially when it comes to diet powerhouses like dry fruits. We are thrilled to add this dimension to our SehatKiSunoNourishHiChuno campaign.”

     

    Added Richa Khandelwal, Managing Director, Leads Brand Connect, the agency, which conceptualised the ad: “The Shetty sisters have always sent out a powerful message about health and nutrition, and we are excited to have roped them in to further Nourish’s vision for encouraging the use of premium dry fruits. We want to highlight that a handful of high quality dry fruits are a handy way of promoting better well-being, both for the mind and body, in a creative way.”

     

  • It's been the third-best year of all time at the Indian box-office, across all films in all languages, notes Shailesh Kapoor

    Box-office 2022: Resurgence & Records

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorIt’s still a month to go, and 2022 is already the third-best year of all time at the Indian box-office, across all films in all languages. The pre-pandemic year, 2019, holds the record, with total gross collections of ₹ 10,948 crore, while 2018 is No. 2 at ₹ 9,810 crore. As on Nov 27, 2022, the running year has clocked an estimated ₹ 9,532 crore.

     

    The December line-up looks very robust, with a huge Hollywood franchise film in Avatar 2, and the Rohit Shetty family comedy Cirkus. Drishyam 2, which released two weeks ago, is still going strong. There are some very worthy releases in other languages too, such as Hit 2 (Telugu) and Gold (Malayalam), which released today and yesterday respectively. Crossing the ₹ 10,000 crore mark is only a matter of formality. 2022 has a genuine shot at the all-time record, especially if Cirkus lives up to expectations. And this in a year when the month of January was negligible in its contribution (only ₹ 168 crore) because of the third Covid wave.

     

    A year ago, not too many saw this coming! If one were to compile all the media stories that spelt the death of the theatrical medium last year, it will be one fat book. The OTT category was predicted to the saviour of cinema. Today, subscriptions growth across the world has reached saturation, or is declining, even as theatrical business continues to make a strong comeback in most markets.

     

    This is probably a peril of the pandemic. It has made almost everyone an analyst. People have started doling out “insights” on social media by the hour, with no consistency in their own internal logic over a few weeks.

     

    The complexity of the impact of the pandemic can only be ignored at your own risk. Everything that we knew and understood till 2019 can now fall anywhere on the long continuum ranging from “it remains exactly the way it was before” to “2019 is no reference at all”. It’s often said that one must unlearn to keep adapting to changing situations. But the trick here is to choose what to unlearn.

     

    The theatrical business has needed the maximum unlearning to do. For example, we, at Ormax Media, had to discard a large pool of data collected over almost a decade, and build our box-office forecast models afresh, when theatres re-opened last year. The rules have changed, after all. Films are opening and sustaining differently now. You cannot play by a 2019 playbook if the audience have written an entirely new one on their own.

     

    With the passage of time, the real, long-lasting impact of pandemic in different walks of life will emerge. But one thing is certain. The movie theatres are here to stay, even though why and for what audiences visit them may have changed forever.

     

  • The show is being aired on Aaj Tak from July 2022

    Sudhir Chaudhary ‘Black & White’ stars for Aaj Tak

    By Our Staff

     

    Sudhir Chaudhary’s DNA show was the #1 news show on Zee News. And so when he moved to Aaj Tak a few months back in July 2022, it was was a no-brainer that ‘Black & White’, his nighltly show on Aaj Tak, will top the ratings roster. As it did in Week 46. Black & White clocked 737 TVTs recently and has topped views on YouTube live since July.

     

    Notes a communique: “Aaj Tak recently launched ‘Mera Swabhimaan’ campaign that helped in restoring the pride of the blue collar workers. The campaign was launched on October 3 during the Sudhir Chaudhary’s ‘Black & White’ show. The campaign was a huge hit and a lot of people participated in it by making a video of themselves talking about their struggles. Sudhir Chaudhary’s latest video travelling with a cab driver crossed 1 million views in just a few days proving that he has a huge fan following among the audience.”

     

  • We won't be surprised if this is a thought that has struck others as well. Well, even if it has, it's not been very vocal, yet. So we asked Dr Bhaskar Das the question for the December 2 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Will the fact that international media platforms like Meta and Google are so large and influential impact India’s geo- and socio-political interests?

    Bhaskar DasWe won’t be surprised if this is a thought that has struck others as well. Well, even if it has, it’s not been very vocal, yet. So we asked Dr Bhaskar Das the question for the December 2 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Will the fact that international media platforms like Meta and Google are so large and influential impact India’s geo- and socio-political interests?

     

    A. Answering this question is challenging as in a flat world, where information and data flow are geography-neutral, the possibilities of its misuse, both for individual or nation-states, could not be ruled out. There are already enough empirical evidences of algorithm-led predictive analytics, dominating our choices across the spectrum of human life. Citizens don’t even understand the implications of every click. Countries have not yet been able to converge on a unified policy regime to mitigate possibilities of misuse of massive data flow that are gathered by tech giants. One can’t deny the benefits of the internet and social media in consumers’ life but they also, in its turn, create a vicious circle of surveillance of users’ choices.

     

    But if the internet is expected to be a global public good, then its governance should also be globally conceived and shared.

     

    A critical challenge is how to facilitate creation of publicly oriented enterprises to play an active role and ensure that internet becomes an egalitarian public sphere activity, as it was originally envisioned. But I wonder if there is any political and social will, globally, to move in that direction?

     

    While I understand your concern, as expressed in your question, I have no answer to it.

     

  • The campaign celebrates the spirit of winning everyday

    Iodex ‘Har Din Jeet Meri’ campaign

    By Our Staff

     

    Pain relief brand Iodex has launched a new campaign ‘Har Din Jeet Meri’.

     

    Said Bineet Jain, Pain & Respiratory Health Lead, India Subcontinent, Haleon: “Iodex is a heritage brand which has been trusted for many generations. With this new communication idea, the brand continues to be relevant to consumer’s life by capturing today’s spirit of making winning an everyday habit. With a strong portfolio of products spanning across gel, spray and balm, there is an Iodex for every consumer need.”