MxMIndia

Author: mxmadmin

  • Conceptualised by Mind Your Language Creative Services

    Tanishq launches digital film to celebrate Ugadi collection

    By Our Staff

     

    Tanishq Jewellers, brand from the house of Tata, has launched a digital film to commemorate the Ugadi festival on 22 March. Tanishq’s first-ever digital film for Andhra Pradesh & Telangana is a celebration of brand’s Ugadi collection ‘Vardhini’. It is conceptualised by Tanishq and Mind Your Language Creative Services.

     

    Speaking on the launch of the film and the collection, Ranjani Krishnaswamy, General Manager – Marketing, Tanishq, Titan Company Limited said:“Today, women are yearning to carve an identity for themselves and are creators of their own narrative. The film is a tribute to the women who prosper and thrive in all their might and the Vardhini collection is truly a celebration of her extraordinary beauty and beliefs that make her stand apart.”

     

    Deepan Ramachandran, Creative Director- Mind Your Language!, added: “Tanishq, like the protagonist Swati in our Ugadi film, has always stood out with their progressive and new thoughts. Their brief to us was to straddle the conventional celebration of Ugadi with the new-age thinking of today’s woman. That’s when we asked ourselves – Why shouldn’t today’s woman dream differently? We found the answer in the story of Swati.”

     

  • Campaign created by Ogilvy

    Dabur unveils black toothpaste for white teeth

    By Our Staff

     

    Dabur Herb’l Charcoal Toothpaste has launched a first brand campaign. Conceptualised by Ogilvy, it targets millennials and Gen Z for unconventional way of getting sparkling white teeth using black toothpaste.

     

    Binit Kumar, Category Head – Oral Care, Dabur India Limited said: “Dabur Herb’l Charcoal is completely new addition to the portfolio and we felt that since it’s a paste for the new age consumers we should have some fun with the communication so that it makes the point as well as connects with the audience. What we had at the end was a commercial which we hope breaks the norms and gets a bright smile on the consumer’s face, though it not being a white toothpaste.”

     

    Ritu Sharda, Chief Creative Officer, Ogilvy India (North) added, “The legacy of Dabur is celebrated across the country and this campaign for Dabur Herb’l Charcoal Toothpaste is a testament to the progressive nature of the brand. The new #BlackForWhite concept challenges the conventional approach to advertise a toothpaste. The aim was to disrupt the stereotype and make a black toothpaste the new normal for youngsters.”

     

  •  To felicitate the winners of both 2019 and 2020

    CJI DY Chandrachud to give away Ramnath Goenka Awards

    By Our Staff

     

    The Indian Express Group will host the 16th edition of the Ramnath Goenka Awards for Excellence in Journalism on March 22nd in Delhi. The ceremony will be graced by Dr. Justice D.Y. Chandrachud, the Chief Justice of India, as the Chief Guest.

     

    Viveck Goenka, Chairman & MD of the Indian Express Group, said: “The Ramnath Goenka Awards for Excellence in Journalism are intended to preserve the credibility of media reporting and encourage public trust in the media. The awards pay tribute to journalists who exhibit the highest standards of their profession, even in the face of political or economic pressures. This year’s ceremony will felicitate the winners of both 2019 and 2020, as the winners for 2019 were announced digitally due to the pandemic.”

     

    The jury for the 2019 awards included Justice B.N. Srikrishna, jurist and former judge of the Supreme Court of India; Tom Goldstein, professor and dean of the Jindal School of Journalism and Communications at O.P. Jindal Global University; Dr. SY Quraishi, former Chief Election Commissioner, Election Commission of India; and Pamela Philipose, journalist and senior fellow at the Indian Council for Social Science Research. The jury for the 2020 awards included Justice B.N. Srikrishna, jurist and former judge of the Supreme Court of India; Prof. (Dr.) C. Raj Kumar, founding dean of Jindal Global Law School (JGLS) and director of the International Institute for Higher Education Research & Capacity Building (IIHEd); Dr. SY Quraishi, former Chief Election Commissioner, Election Commission of India; and K.G. Suresh, Vice Chancellor of Makhanlal Chaturvedi National University of Journalism and Communication, Bhopal.

     

  • To present a more comprehensive outlook on cryptocurrencies

    Bitbns unveils new identity as BNS

    By Our Staff

     

    Bitbns – cryptocurrency exchange, has rebranded itself as BNS. The revamped brand pledges to offer customers a smooth and user-centric experience and present a more comprehensive outlook on cryptocurrencies.

     

    Gaurav Dahake, Founder & CEO, BNS said: “ The primary reason for rebranding Bitbns to BNS is to present a more holistic view on crypto as BNS can stand for multiple things such as blockchain n scalability, bitcoin n stablecoins, blockchain n smartcontracts, and so on. It encompasses the entire spectrum of what can be achieved through blockchain, which will help make our lives much simpler. Our aim is to contribute our efforts to drive further adoption around blockchain, thus providing a much broader, holistic, and global view of growing the Web3 ecosystem.”

     

  • With two more appointments

    Shemaroo fortifies top deck

    By Our Staff

     

    Shemaroo, media and entertainment house, has announced the appointment of two more key executives to further strengthen its leadership team. Arpit Mankar has been appointed as Head – Non-Bollywood Category and Abhishek Joshi will be Head of ShemarooMe, the OTT platform of Shemaroo.

     

    Mankar will be responsible for developing content strategy for various regions in India and abroad, while Joshi will oversee the strategy, planning and operations of the platform.

     

    Commenting on the new developments in the leadership team, Arghya Chakravarty, COO – Shemaroo said: “We are excited to onboard Abhishek and Arpit in our leadership team at Shemaroo. Their proven track record and diverse skill sets will be invaluable assets as we continue to drive growth and innovation across various B2C businesses. I extend my heartiest congratulations and wish them great success in their new roles.”

     

  • Also scheduled is the 54th edition of the Abby awards

    So what’s the hottest thing set to happen in Indian media? Goafest 2023, May 24-26.

    By Our Staff

     

    The images you see here give us the weather on May 24, 2023 in Goa and also what it has been in the past. Thirty-odd degrees is nothing. What we see in Mumbai and Delhi is worse. But look at the humidity: 74%. Numbers may not give a good indicator of things, but the fact is that Goa in May can be horribly hot. Or let’s be positive and say: fantastically hot. Except if there is an early onset of the rains, which is also not unlikely (note to Ramu kaka: please remind us to carry chhaata).

     

     

    All of it builds the excitement around the region’s biggest (and hottest) advertising festival: Goafest. Co-hosted by the Advertising Agencies Association of India (AAAI) and the Advertising Club, Goafest 2023 is scheduled to take place on May 24, 25 and 26 in Goa. At the Grand Hyatt in Bambolim. Also scheduled is the 54th edition of the Abby awards. In addition to the awards, there will be presentations and sessions by leading industry experts, plus 10 knowledge-sharing masterclasses.

     

    Announcing Goafest 2023, Prasanth Kumar, CEO, South Asia GroupM and President, Advertising Agencies Association of India: “Goafest has cemented its position as the most admirable creative festival in South Asia that truly brings together the best of creative and marketing professionals. Our goal is to offer our industry colleagues three power-packed days of learning, engagement, interactivity and curiosity. We are confident that this year’s edition will be the biggest and best yet, leaving each attendee with valuable learnings and benefiting the industry as a whole.”

     

    Added Jaideep Gandhi, Chairperson Goafest 2023: “Year after year, Goafest has evolved and innovated, making it the most relevant advertising festival in India. From knowledge-sharing sessions to exclusive speakers, we are certain of having guests from across the globe that will benefit the industry, especially younger professionals, this year as well. For the first time, various committees involving senior industry leaders have been formed thus making the event all-inclusive and broad-based for the entire advertising industry. We look forward to curating a festival that drives participation and empowers the fraternity thus positioning India as a sharper contender in the global advertising landscape.”

     

    Said Partha Sinha, President, The Times of India group and President of The Advertising Club: “We believe it is imperative that we celebrate the industry and Goafest enables us to do exactly this. The festival empowers the industry to push creative boundaries and think beyond existing possibilities. We look forward to another year of firsts at Goafest 2023 and encourage India’s creative economy to participate actively.”

     

    So, are we headed to Goa? Of course, we are. As always.

     

  • We'll be back on Thursday with our scheduled updates and newsletter

    We are closed tomorrow for Gudhi Padwa, Ugadi, Cheti Chand…

    By Our Staff

     

    Our offices are closed on Wednesday, March 22, 2023 for Gudhi Padwa. The day is also celebrated as Ugadi, Cheti Chand, Chaitra Sukladi and Sajibu Cheiraoba. Our best wishes and greetings to all.

    We’ll be back on Thursday, March 23, with our scheduled updates and newsletter.

    See you then.

     

  • Like yesterday on academics, every few months, we ask our Wizard with Words a question around marketing theory. Here's the response from Dr Bhaskar Das in the March 21 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Was reading somewhere that a combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring marketing effectiveness. Do you agree?

    Bhaskar DasLike yesterday on academics, every few months, we ask our Wizard with Words a question around marketing theory. Here’s the response from Dr Bhaskar Das in the March 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Was reading somewhere that a combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring marketing effectiveness. Do you agree?

     

    A. Both measurement and golden trinity as a concept have been there for quite sometime albeit they are practised differently by CMOs and different sectors. Now the question is what are you going to measure. There are so many activities which are measured by the marketers where the golden trinity can be applied with precision. But it is not just about quantitative. Even qualitative and psychographic parameters are applied in many cases to arrive at a measurement matrix. There is no problem with golden trinity, but there have to be horses for the courses and one can’t apply the same thing everywhere without application of the mind. It can prove to be dysfunctional. Having said that, if one combines science with arts, it’s quite possible that one can get an optimal measurability matrix.

     

  • It left a terrific after-taste in the mind, writes Avik Chattopadhyay. And there are lessons in there for brands!

    What a rocket, boys!

     

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayI just finished watching Rocket Boys Season 2 on Sony Liv.

     

    With my 79-year-old mother sitting beside me, wide-eyed, ears perked up not to miss a single dialogue. We had finished Season 1 in one sitting, so taking two sittings to polish off Season 2 was a bit of a let-down, by our own standards of binge-watching.

     

    It left a terrific after-taste… in the mind. Somehow it made me feel better about myself, the society I have grown up in and the ‘nation’ I belong to. Though not a great fan of the very concept of nationhood, this, for a moment made me break free from my self-imposed boundaries, and feel proud…very proud!

     

    What makes this web series work for me? It is definitely dramatic. It is not always factual. It does fall prey to some stereotyping, whether it be the grimacing CIA officials or the underdog Raza. It has taken definite liberties with situations and dialogues, given the very lack of any evidence to prove otherwise. Yet, it is a terrific story!

     

    It is not just the story of Bhabha, Sarabhai, Kalam and Ramanna. It is the story of a nation, just a decade young, trying to find its own feet and posture. It is the story of a nation that was carefully crafted, through a constitution, to be a lighthouse for the rest of the colonial world to admire and emulate. The India created in 1947 was more than a nation state. It was an idea whose time had come [to quote from Victor Hugo] of what a post-war, post-colonial, modern country should be like… diverse, inclusive, democratic, open, inquisitive, industrious, ambitious, assertive [not arrogant, mind you] and non-aligned. If a country of 300 million people of unending diversity could consciously choose be this in the 1940s, so could every new nation that followed.

     

    This exactly is the story of Rocket Boys [RB]. Each protagonist stands for a certain value or weakness of the new India. Each character is a certain shade of grey. Apart from the CIA that has been depicted in dark black, all others are shades of grey… from light as in Sarabhai to very dark as in Mathur. Nehru is vulnerable. Shastri is indecisive. Mrs Gandhi is fragile. Everyone has weaknesses. Nobody dons a masked suit with a cape and flies off to save a young India from the evil Pakistan and the hawkish US. They are just as commonplace we are. Just that circumstances made them be in places and hold positions that required of them to direct and define a legacy.

     

    This is what makes RB so endearing.

    And a terrific lesson for brands. Three clear inspirations can be taken by any brand manager from the Rocket Boys.

     

    Endless Engagement

    This is the first quality of any successful marketing campaign today. It has to build quick bonding and then carry the target segment through an immersive journey. RB is as racy as any thriller you have seen. It is a bit like Tom Clancy and K N Panikkar rolled into one. Right from the start it is a roller coaster ride of adventure, intrigue and crime without the Mumbai underworld. The only reference to ‘Bhai’ is how Bhabha addressed Nehru.

     

    Relatable Relevance

    The timing is perfect. So are the characterisations, or most of them. As we are entering into our ‘Amritkaal’ it is always good for the younger generation to know a bit about the early ‘Samudra Manthan’. The youth need to get a glimpse into how things of utmost import happened before issues like regionalism, religion and right[eous] ownership became the narrative.

     

    This is an era much before appeasement and invasions. This was an era of nurturing, questioning, scientific temper and a greater sense of bonhomie. This was an era that saw the subtle but sure transition from the Prime Minister being addressed as ‘Bhai’ to ‘Mrs Gandhi’. RB allows the young Indian to connect the dots and process the journey we have undertaken as a nation and where we stand today.

     

    And it has been deliberately made in English to cater to a wider audience across India and even overseas. Making it in Hindi would have restricted its viewership and national appeal.

     

    Inspiring Candour

    The tone of voice through the webseries is charmingly disarming. There are the obvious moments of high-sounding statements, but they are exceptions. The state of the nation has been shown in a truthful manner. There is no unnecessary bravado. There is no superhero. Every character has a fair share of strengths and weaknesses.

     

    Relationships have been sensitively depicted and nurtured, though a few characters like that of Kamla Chowdhry have been shown in a single dimension. But then doing otherwise might have digressed from the core narrative of how India became a nuclear power. There has been controversy around the fictional character of Raza Mehdi and how a stalwart like Meghnad Saha has been virtually ignored. But then, nobody’s perfect. Just like our nation is not. The characters grow and develop through the 16 episodes almost symbolic of the way the young nation slowly found its feet, reconciled with harsh realities, recalibrated after adversities yet relentless in its greater pursuit of creating a new world order… fearless, forthcoming and friendly with all!

     

    For the entire team that created Rocket Boys, there could not have been a better tribute to a still unsure, bit confused but totally committed 75-year-young nation!

     

  • With Sara Ali Khan as its brand ambassador

    Shopsy by Flipkart launches new campaign

    By Our Staff

     

    Shopsy by Flipkart, hyper-value e-commerce platform, launched its new campaign with Sara Ali Khan as its brand ambassador. The campaign brings to light the platform’s affordable pricing and the expansive product range curated especially for customers seeking value.

     

    Created and conceptualized by Leo Burnett Orchard, the campaign features an ad film that showcases the interactions related to online shopping that family members engage in, something that most Indians relate to.

     

    Commenting on the campaign, Adarsh Menon, Senior Vice President & Head – New Businesses, Flipkart, said: “At Shopsy, it is our constant endeavor to offer a shopping experience that blends affordable pricing, wide selection and pan-India availability with the latest trends and evolving needs of the consumer. Leveraging this deep understanding of our customers’ needs, ‘Aaj Shopsy Kiya Kya’ campaign is a recreation of a real-life scenario where the families of Shopsy’s customers are astounded to learn about the kind of vast selection in multiple product categories and low prices of the products available on the platform.”

     

  • Consolidates the network's expertise in music, sports, gaming, etc

    Havas Group launches ‘Havas Play’ brand globally

    By Our Staff

     

    Havas Group unveils Havas Play, a new global network that will earn consumers’ attention and create enduring business impact through meaningful experiences at the intersection of entertainment, sports, technology, and fandom.

     

    In India, three entities, Havas Sports and Entertainment and Havas Content, both of which are part of Havas Media Group India, and Cake India, which is part of Havas Creative India, will combine and rebrand as Havas Play.

     

    R Venkatasubramanian, President and National Head of Investments, Havas Media Group India, has been given the additional responsibility to lead Havas Play in India. Havas Play will be part of the Havas Media Group India network, which is led by Mohit Joshi as its Chief Executive Officer. Under the new structure, Arun Kumar Rao, Senior VP, Prachi Narayan, Vice President and Rajika Mittra, Managing Partner, will report to Venkat and will manage Sports, Content and Entertainment mandates, respectively.

     

    Yannick Bolloré, Chairman and CEO of Havas Group, said: “Only Havas can maximize the real opportunity of Play for brands. The launch of this global network to activate consumer passions is something we are truly best positioned to do through our Villages in bringing together the range of skills, tools and services needed to succeed in activating brands in meaningful ways, and our completely unique position within Vivendi as a global leader in entertainment. Clients of Havas Play will have unparalleled access to create meaningful experiences in collaboration with the cultural influencers that command their consumers’ attention and passion.”

     

    Rana Barua, Group CEO, Havas Group India, added: “At Havas, we are constantly striving to assist clients in navigating the ever-changing and dynamic advertising and marketing industry by breaking down silos and creating more integrated solutions. The launch of Havas Play is a significant step in that direction. Havas Play will leverage Vivendi and Havas Group resources and has a distinct advantage that shapes core components of the planning process, such as custom data and insight from across Vivendi on fan behaviour, global music, film, gaming, and publisher IP access, and collaboration with top talent from the culture and media sphere. We saw a huge opportunity in sports, culture, and entertainment in India over the years and launched Havas Sports and Entertainment, Havas Content, and Cake India.I am confident that by joining the forces of these three entities, Havas Play becomes a first-ever and one-of-a-kind offering in India.”

     

  • To oversee the brand's social media management and product launches

    Sociapa bags digital mandate for Pansari Epicure

    By Our Staff

     

    Marketing Agency, Sociapa bags digital mandate for Pansari Epicure, a product of Pansari Foods. The mandate will include services like the brand’s social media management, product launches, and campaign and strategy planning for Pansari Epicure which comes from the house of Pansari Foods. The B2B brand offers a complete range of high-quality food ingredients for hotels, restaurants and cafes.

     

    Dheeraj Raj, founder of Sociapa, said: “As an expert in the realm of brand communication and image building, we are delighted to have the opportunity to collaborate with Pansari Epicure, a brand that effectively captures the burgeoning hospitality industry through their customer-centric solutions.”

     

    We are well-versed in addressing the communication objectives and image-building expectations of such brands and are thrilled to extend our specialized knowledge to a trusted Indian entity like Pansari Foods. Our enthusiasm for this partnership is further fueled by the prospect of enhancing our proficiency in this segment.

     

    Rakhee Yadav, Senior Marketing Manager – Pansari Group added: “With Sociapa we are sure we will take our new launches to a great height on our social media to our end consumers. The team is dedicated and clear in their thoughts and approach towards work. We look forward to achieving new milestones with them.”