MxMIndia

Author: mxmadmin

  • Features real customers as brand ambassadors

    Aditya Birla Health Insurance unveils new brand campaign

    By Our Staff

     

    Aditya Birla Health Insurance Company Ltd. (ABHICL) has unveiled its latest brand campaign, “KyaPeecheChhodaHai”, to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives. The campaign, encapsulates the importance of how positive health behaviour such as walking 10,000 steps daily can help an individual leave health concerns behind.

     

    Speaking on this campaign, Mayank Bathwal, CEO, of Aditya Birla Health Insurance, said: “At ABHI, our primary focus is to help our customers with cutting-edge innovative health-first insurance solutions which not only protect them from medical uncertainties but nudge them to live a health-focussed life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity based model by focusing on proactive health-care for our customers.”

     

  • Endemol debuts in regional cinema with this production

    Endemol Shine India & Planet Marathi get together for a biopic

    By Our Staff

     

    Endemol Shine India and Planet Marathi have joined hands for a regional production. The film will be a sports biopic based on the life of long-distance runner Lalita Babar.

     

    Bollywood and Marathi cinema actress, Amruta Khanvilkar has been roped in to play the titular role of the film. Hailing from a small village in Satara, Lalita Babar competes in the 3000 meters steeplechase and is the current Indian national record holder and the reigning Asian Champion.

     

    Endemol Shine India will step into the regional cinema space for the first time with this film. On the other hand, Planet Marathi, a name behind spectacular Marathi productions, will produce its first ever biopic. Raising standards and putting the spotlight on Marathi cinema, Planet Marathi has given gems like magnum opus ‘Chandramukhi’, national award winning ‘Goshta Eka Paithanichi’ and ‘Pondicherry’ to name a few. With qualities like Endemol’s pan-India scale combined with Planet Marathi’s regional expertise, the collaboration of both entities adds an extra special touch to the production.

     

    Akshay Bardapurkar, Producer and Founder, Planet Marathi shared his thoughts on the association: “We are committed to the idea of telling disruptive stories that propel our industry to create a league of its own. The journey of Lalita Babar, which started from Satara, is a proud and epic moment for our Marathi community. It is important to note that though the story has a regional core, it has pan-India and global resonance. We are happy to give the project the scale it deserves in collaboration with Endemol Shine India, who share our sentiments for the film.”

     

    Added Gaurav Gokhale, COO, Endemol Shine India: “We at Endemol Shine India are working aggressively to diversify our portfolio in the scripted space. We are moving towards creating a strong foothold with regional content and this Marathi film reinforces our commitment to deliver world class content.It is a compelling story of a contemporary sportsperson, a subject which can inspire more women in sports. Planet Marathi’s track record of portraying regional stories distinctively has been impeccable which makes them great partners in this journey we have embarked on.”

     

    The film is produced by Akshay Vilas Bardapurkar, Rishi Negi, Gaurav Gokhale, Ronita Mitra and the film  is scheduled to release 1 year from now, i.e. on 26th January 2024.

     

  • 32% noticed ads on digital medium, notes an Axis My India CSI Survey

    ‘Recall of TV ads still the highest at 38%’

     

     

    By Our Staff

     

    Television is still the medium where brand advertising is noticed the most closely followed by digital. Axis My India, the consumer data insights company, has released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The report highlights that media consumption has increased for 20% of those surveyed. It further emphasises the significance of 5G and enhanced telecom connectivity for speeding up India’s digitization. The study also included a few pre-Union Budget questions.

     

    The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 6100 people across 27 states and UTs. 65% belonged to rural India, while 35% belonged to urban counterparts. In terms of regional spread, 23% belong to the Northern parts while 27% belong to the Eastern parts of India. Moreover, 28% and 22% belonged to Western and Southern parts of India respectively. 69% of the respondents were male, while 31% were female. In terms of the two majority sample groups, 33% reflect the age group 36YO to 50YO and 30% reflect the age group of 26YO to 35YO.

     

    Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said: “Consumers are looking forward to various measures taken by the government towards fuelling a digital India. As per 22% of those surveyed, penetration of ‘all things digital’ (better digital banking, better internet security, 5G) is important for Indian economy. This is because more and more people are adopting the digital way of life. The gap between ads noticed in digital over television is also reducing even though TV continues its dominance when it comes to advertising recall. It is thus important for marketers to take note of the respective strengths of the new vs old forms of advertising while designing their overall media mix.”

     

    On topics of current national interest ahead:

    • According to Axis My India’s Pre-Budget CSI Survey 38% notice brand advertisements on TV while 32% notice ads on digital medium. In addition of those surveyed 51% have noticed advertisements atleast once (or more) on digital medium.

    • The survey also threw light on factors that will help digitization in the Indian economy. Better banking network (view of 32%), better spread of telecom connectivity & 5G (view of 19%) and better Internet security (view of 18%) are considered important pillars of digitization.

     

    Key CSI findings:

    • Consumption of media (TV, Internet, Radio etc.) has increased for 20% of the families, which reflects a decrease by 1% from last four months where it has been consistent at 21%. The overall, net score, which was at -2 last month, reflects 0 this month.

    • Mobility has increased for 9% of the families, which reflects an increase by 2% from last month. The overall mobility net indicator score, which was at +2 last month, has remained the same this month.

    • Overall household spending has increased for 59% of families, increased by 4% compared to last month. The net score, which was +47, last month has increased by 5 to +52 this month.

    • Spends on essentials like personal care & household items has increased for 40% of the families, which reflects a dip by 1% from last month. The net score, which was at +26 last month, increased by two at +28 this month.

    • Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 5% of families, which reflects a decrease by 2% from last month. The net score, which was at +2 last month, has reduced to +1 this month. Sentiment towards discretionary spends highlight the lowest percentage increase in the last four months.

    • Expenses towards health-related items such as vitamins, tests, healthy food has surged for 33% of the families. This reflects a decrease in consumption by 6% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, had a net score value of -28 last month, is at -22 this month. Sentiment towards health spends also showcase the lowest percentage increase in the last four months.

     

  • Why do we ask forecast-type questions ever so often to our Wizard with Words. Coz he is a rare combination of a media professional who has feet firmly on the ground (superactive in the field with around five client calls a day), an academic and someone who has been part of Boardrooms for many years. Without any further ado, here's Dr Bhaskar Das in the January 30 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | In two days from now, the first month of the calendar year would be past us. If January 2023 is any indicator, what do you think the rest of the year will be like?

    Bhaskar DasWhy do we ask forecast-type questions ever so often to our Wizard with Words. Coz he is a rare combination of a media professional who has feet firmly on the ground (superactive in the field with around five client calls a day), an academic and someone who has been part of Boardrooms for many years. Without any further ado, here’s Dr Bhaskar Das in the January 30 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. In two days from now, the first month of the calendar year would be past us. If January 2023 is any indicator, what do you think the rest of the year will be like?

     

    A. I have mentioned in this column a number of times that I have confidence in the India growth story and the rising soft power of India, apart from other favourable tailwinds like entrepreneurship, innovation, preference of the world for a China+1 policy etc. So I feel India would be able to achieve a a minimum of 6% growth in GDP and a favourable budget (due to general election, my guess) and favourable rainy season would ensure that the rest of the year for India would be much better than most economies in the world.

     

  • This is the second time agency has conceptualised a campaign for ONN

    WT Kolkata creates new film for casual wear brand ONN

    By Our Staff

     

    ONN, a casual wear brand from Lux Industries Limited, has launched its new campaign for polos & tees, created by Wunderman Thompson Kolkata. This is the second time in three years that WT Kolkata has conceptualised a campaign for ONN, driven by a couple of TVCs and supported by OOH.

     

    The campaign reinforces the brand’s positioning of complete comfort. Shot in Bucharest, Romania, the international location and cast lend a global angle to the brand and add to its aspiration quotient.

     

    Commenting on the campaign, Saket Todi, Executive Director, Lux Industries Ltd., said: “We always wanted to project the brand as youthful and footloose. We know that to enter the consideration set of our target audience and be preferred by them over other brands in this segment, we had to strike the right balance between premium imagery and easy accessibility. We have kept the brand aspirational and the pricing within reach. The primary objective was to get noticed again after a gap of three years. Which is why, we went ahead with advertising themes, locations and cast which have the potential to grab eyeballs.”

     

    Added Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata: “The biggest challenge was to tell an interesting story with a twist in 20 seconds. That’s why we thought of scripts with minimum or zero dialogue which would establish the product positioning without impeding the pace of the storyline. Similar to our previous films for ONN, international settings and actors have been used to amplify the aspiration levels.”

     

     

  • It's an unfair question to ask a day before the Big Day, but, as we've said in the past, it's sometimes not too unfair to be unfair. Without any further ado, here's Dr Bhaskar Das in the January 31 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | It’s Budget Day tomorrow. Any last min wish from the Finance Minister that can see the media economy leapfrog?

    Bhaskar DasIt’s an unfair question to ask a day before the Big Day, but, as we’ve said in the past, it’s sometimes not too unfair to be unfair. Without any further ado, here’s Dr Bhaskar Das in the January 31 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. It’s Budget Day tomorrow. Any last min wish from the Finance Minister that can see the media economy leapfrog?

     

    A. The media industry gets more benefitted indirectly than directly, I think. If appropriate incentives are provided in the Budget in key performing sectors, and government investments happen in infrastructure and capital formation growth, there would be a demand-side boost and industry would get a fillip and that in turn would result in investment in media for achieving marketing objectives. Hence, my only wish: let the economy get a booster dose through an adroit combination of monetary and fiscal policy to achieve the aforesaid objectives.

     

  • To strengthen digital offering

    Sideways ropes in Swati Balani as Creative Head of Digital

    By Our Staff

     

    Sideways agency has onboarded Swati Balani as Senior Creative Director in charge of its digital output.

     

    After over three years in traditional advertising working with agencies such as Ogilvy, DDB, and Draft FCB, Balani switched to Digital with AutumnGrey. In just seven and a half years, she helped build a robust team there and delivered on the biggest brands across industries including ITC, Burger King, USL Diageo, Microsoft, P&G, PepsiCo, Aditya Birla amongst others.

     

    On her appointment, Abhijit Avasthi, Founder, Sideways, said: “With digital being a mainstream lever in business now, we needed a solid experienced hand who understands the nuances of this domain and can impact visible outcomes . In Swati we found such a person – besides being an able team builder.”

     

    Welcoming Balani to the team, Sameer Sojwal and Nilay Moonje, ECDs and Creative Heads of Sideways, added: “Swati joins the Sideways team to further strengthen our digital offering. She brings with her deep understanding of the digital world and the experience of handling multiple brands and teams across digital and mainline agencies. We are super happy to have her and look forward to seeing more Sideways thinking in the months to come.”

     

  • The collation of patriotism and support for a private sector company is the act of a highly insecure administration, writes Ranjona Banerji

    Traitors for asking the tough questions?

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiWas it never suspected? That the lightning-fast rise of India’s fastest growing business group may have had some murky elements? Have we never read anything about protests in Australia? Have we never seen questions about growing debt without collateral? Have we never heard speculation about the burden being carried by the Life Insurance Corporation of India? Has there been no wonder about this massive leapfrogging to second richest man in the world from being a virtual unknown outside India?

    The answer to all of these is yes. Yes, we have heard, read, seen and wondered. And yet, the publishing of the Hindenburg report on the Adani Group has us behaving as if our territorial integrity and sovereignty has been attacked.

    Lots of Adani ads in the newspapers has reduced the coverage. The Adani Group lost some Rs 5 lakh crore or maybe Rs 56 trillion or maybe $72 billion as markets tumbled and their FPO found very few takers.

    So while the media, the opposition and some people of India are clearly traitors for questioning Adani, investors are exempt from SLAPP cases, and cannot be forced to part with their money. Unless, dare I say it, they are LIC or some other publicly owned corporation?

    https://scroll.in/article/1042820/explained-how-lics-exposure-to-the-embattled-adani-group-has-implications-for-middle-class-savings

    The collation of patriotism and support for a private sector company is the act of a highly insecure administration. Of course, this is also a very powerful administration but its power depends on all its publicity cogs working seamlessly. Hindenburg Research has shaken things up a little.

    For India’s inveterate TV “news” consumers, the news doesn’t always hit them. Thus several are surprised that NDTV, recently taken over by Adani, now supports Adani. This is a lovable naivete I see quite often with consumers of TV news. They believe everything they hear and in spite of that, they have high expectations of journalistic investigations from their favourite TV channels.

    Of course, when the BBC does an investigation into Narendra Modi’s relationship with Indian Muslims starting with the Gujarat riots of 2002, they are appalled and filled once again with patriotic fervour. How can this foreign entity criticise our great prime minister?

    And who can blame the viewers when TV itself is brimming with angry nationalism, searching every corner of the globe for possible criticism of their noble benefactor?

    How many TV channels called out Jugeshinder Singh, Australia-based CFO of the Adani Group, for his despicable linking of his company’s rout in the stock market to the Jallianwallah Bagh massacre?

    https://www.deccanherald.com/business/business-news/adani-group-cfo-says-stocks-rout-similar-to-jallianwala-bagh-massacre-1186013.html

    And how many TV channels were overjoyed that a VHP member in Karnataka boasted about the glory of Hindutva in Gujarat 2002 when Hindus killed 2000 Muslims – his words, not mine?

    https://indianexpress.com/article/cities/bangalore/gujarat-massacre-is-bravery-of-hindus-claims-vhp-leader-in-karnataka-8411610/lite/

    Meanwhile, the IMF has cut India’s growth rate forecast ahead of the Union Budget, but we should not focus on that too much. Because the IMF said India is a “bright spot” and there’s a global dip, so yaay! And ignore! Plus, as some pro-BJP people explained to me, Rahul Gandhi apparently controls the BBC, Hindenburg Research and perhaps the UN and the IMF and thus no nationalistic Indian should believe a word that comes out of these institutions.

    https://www.indiatoday.in/india/story/imf-projects-indias-growth-projection-to-be-61-for-2023-2328478-2023-01-31

    Instead, have you heard about the problems in Pakistan? OMG! Everything is going wrong there!

     

     

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

     

  • To grow business through integrated brand communication

    Tonic Worldwide bags digital mandate for Waman Hari Pethe Jewellers

    By Our Staff

     

    Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has won the digital mandate for Waman Hari Pethe, a Mumbai based Jewellery brand founded in the year 1909 with a legacy of 114 years. Tonic Worldwide has come on board as the digital partner for the brand with a mission of growing the business through integrated brand communication.

     

    Chetan Asher
    Chetan Asher

    Speaking on the new win, Chetan Asher, Co-founder & CEO, Tonic Worldwide, said: “We are excited to partner Waman Hari Pethe in its vision to reach the digital audience with WHP, the digital brand that will cater to the younger generation. This TG is increasingly getting more interested in the category.  With our digital first approach to brands and the understanding of e-commerce funnels, we wish to put the brand in the TG’s top consideration. Our specialist arms GIPSI, Twip and Yellow Labs will play an important role along with our Media expertise in realising this vision.”

     

    Dr. Aditya Pethe
    Dr. Aditya Pethe

    Added Dr. Aditya Pethe: “With this new venture we are looking at creating an online brand identity for WHP Jewellers that will have pan India resonance. Our aim is to expand The Waman Hari brand to include a larger group of patrons especially the younger generation through relatable and trending content. We are looking forward to this new journey.”

     

  • A musical extravaganza called "Van Heusen Metaplay"

    Van Heusen teams up with Paytm for PartyNite Metaverse

    By Our Staff

     

    Van Heusen, power dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), has teamed up with PartyNite Metaverse to create a virtual performance space for the musical extravaganza called “Van Heusen Metaplay”.

     

    When Chai Met Toast, Indian Pop band will be performing at their first ever music concert in the Metaverse. Fans and Viewers can RSVP for the event on Paytm Insider, style their avatars with the latest collections and ensembles from Van Heusen and experience the infectious and melodies energy of the virtual concert.

     

    Speaking about this unique event, Abhay Bahugune, Chief Operating Officer-Van Heusen, Aditya Birla Fashion & Retail Ltd. said: “As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers. Fashion in the metaverse is poised to emulate what we already see in day-to-day life; it’s engaging to dress-up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of Fashion, Music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first ever fashion brand to enter the Metaverse in India with such an immersive experience.”

     

    Rajat Ojha, CEO, Partynite Metaverse added: “This is a truly unique event where entertainment and fashion are coming together for the first time on Metaverse. We worked on very interesting landscapes to mount the concert, it had to be swanky and NextGen to match up with the essence of the band and at the same time we had to integrate the brand experience seamlessly, in a fun way. The virtual concert along with shopping will make for wholesome entertainment for the audiences. The audience is not just going to enjoy the concert, they’ll be completely part of it. The focus on the audience is like never before and that’ll set the stage for PartyNite in 2023”.

     

    Varun Khare, Business Head, Paytm Insider said, “Whether it’s a live event or digital event, offering unique experiences for the audience is massively important and has been our core. This time too, we have left no stone unturned in curating this extraordinary event that bridges the gap between the physical and digital space to deliver a truly shared experience like no other. We are happy to partner with Van Heusen and PartyNite for this one of a kind music and fashion event.”

     

  • To manage brand consulting & licensing

    Black White Orange licensing agent for Netflix

    By Our Staff

     

    Black White Orange, a brand licensing & consulting agency, has been chosen as Netflix’s exclusive licensing and merchandising agent in India and South Asia. Under the agreement, Black White Orange will manage brand consulting & licensing for Netflix’s expansive show portfolio, including major international titles like Squid Game, Stranger Things, Bridgerton, Rebel Moon, One Piece  and Indian Originals like Archies, amongst a host of others.

     

    Black White Orange will establish and develop Netflix’s consumer products business in India, as well as in Sri Lanka, Pakistan, Bangladesh & Nepal.

     

    Said Mitali Desai, COO and Co-Founder, Black White Orange: “Netflix is an iconic brand in India and at BWO, we could not be more excited with the idea of launching consumer products for this legendary brand. Being superfans ourselves, we are thrilled to give fans a new way to own a piece of their favorite stories! Our strategy is to give consumers a never-before-seen merchandise experience that breaks away from the traditional mass market strategy. We’re thrilled to be working with the brilliant team at Netflix and cannot wait to get our partnership going.”

     

  • Travel can offer personal, mental and emotional benefits making it a valuable investment, writes Sanjeev Kotnala

    Is travelling an expense or investment?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaTravel and expenses go naturally together. And one takes time to realise that maybe that is an old and wrong way to see things. It should have been Travel and Investment instead of Expense. The idea was waiting to happen. It is as good a case as Insurance and Safety or Insurance and protection and future planning. Insurance and Death are naturally occurring but hardly exploited in insurance brand communication.

     

    SOME FRIENDLY EXPERIENCE

    A small set of people do see travel as an investment.

    One of my juniors would save and take one or more trips to a new destination every year.

    One of my friends passionately explores new countries. He invites people to join him on trips, thus gaining trip partners and new friends. His trip in life is to visit all the counties, and he is inching towards it.

    I have interacted with young foreigners on a backpacking trip at a few religious destinations. They say they have taken a gap year for the trip o explore the world.

    They are investing in travel as a tool.

    I am a fan of such travel experiences. On my trips, exploring a new destination, I try not to leave anything for the next time. And I diligently plan and study the destination before the trip.

     

    TRAVEL AS INVESTMENT

    Cleartrip is exploring by propositioning travel as an investment. Cleartrip presents the case to treat travel investment as an investment into friendship, wanderlust, and love. Keeping the same protagonist who gets different reasons from family members for investing in travel with Cleartrip. Naturally, everyone has a different reason.

    The Cleartrip format has the potential to include other reasons for travel as an investment. And there is a clear line while talking of investing in travel as a bonding exercise- that it is not subject to market risk. Some smart copywriting. The overall communication is well thought-out and smartly executed with highly functional but integrated brand mention.

    The brand can take the proposition forward, and other brands can work toward such a mindset change.

     

     

     

    MORE ON TRAVEL AS INVESTMENT

    Travelling solo or with people to newer destinations helps personal growth. It exposes the traveller to new cultures, perspectives, and ways of life, expanding their horizons and challenging their beliefs.

    They have new experiences and rich memories that last a lifetime. Some incidents and episodes from travel carry anecdotal value for many years. Travel forces one to adapt to new environments, situations, and problem-solving. Many times, language compatibility issues, in fact, help to improve the traveller’s communication, organisational and interpersonal skills.

    Every destination has a pace to it, and one must realise it. Travelling should not be hectic; a must-see and experience-everything mode. It should lead to relaxation and rejuvenation and better physical and mental health.

     

    TRAVEL – A COMPLETE EXPERIENCE ECOSYSTEM.

    The travel ecosystem kicks in from the time one starts planning. It includes selecting the destination, studying, discussing, finding out about the destination, evaluating and choosing travel mode, stay options, being at the destination, the real exploration and experience and coming back with tonnes of memories.

    All of these must work smoothly to create a superb experience. Unfortunately, something is always below expectation in such a complex matrix, and the gap between expectation and experience creates dissatisfaction. But even that is a learning opportunity.

     

    NET-NET

    Travel may not have a direct financial return, and it is easy to see it as an expense as there is a money outflow. However, it can offer personal, mental, and emotional benefits that enrich the traveller’s life, making it a valuable investment. And for the country, travel is an economic multiplier.

    ……………………

    ADD ON.

    Here is the Uber Ukraine Ad: keeping Ukraine moving. Well it could be true there but the reaction of an Indian Uber user would be highly different.

    There are three stories, two of them are the story of Uber driver Pasha and  Dima.