MxMIndia

Author: mxmadmin

  • To honour Mutual Fund Partners

    Aditya Birla Sun Life Mutual Fund launches campaign

    By Our Staff

     

    Aditya Birla Sun Life Mutual Fund launches ad campaign to honour their mutual fund partners (MFP). The three-minute film #AapkeSapnoKeSarthi, recognises the dedication of their partners towards making investing an effortless experience for investors.

     

    The campaign is directed by Prateek Pendharkar under the creative guidance of Lakshyya Sharma who is a Creative Head with Zero Followers.

     

    Balasubramanian, Managing Director and Chief Executive Officer, Aditya Birla Sun Life AMC Ltd., said: “Our mutual fund partners have been the driving force behind our company’s success for many years. Their unwavering commitment to our investors and their expertise in navigating challenging market conditions have been crucial in creating long-term value for our customers. We are incredibly grateful for their exceptional services, and we recognise the significant role they play in shaping the growth and development of the mutual fund industry. With our latest campaign, #AapkeSapnoKeSarthi, we hope to showcase the dedication and commitment of our partners and highlight their role as trusted companions in our investors’ financial journeys.”

     

    Commenting on the ad campaign, Vaibhav Somani, CBO and COO Zero Followers, added: “Creating a campaign that celebrates the unwavering commitment of mutual fund partners towards making investing an effortless experience for investors was a challenging yet fulfilling experience for our team.”

     

  • To introduce Champ 4T fuel efficient engine oil

    Valvoline launches its new TVC campaign

    By Our Staff

     

    Valvoline Cummins, engine oil maker and lubricant manufacturer, launches its new TVC campaign to introduce Champ 4T fuel efficient engine oil.

     

    Commenting on the launch of the campaign, Ipshita Chowdhury, Chief Marketing Officer, Valvoline Cummins India JV, said: “Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us, for over 150 years. The inspiration for this campaign has come from the most common question that a person asks with regards to mileage ‘Kitna Deti Hai’ and how we at Valvoline are constantly innovating to bring solutions like Champ 4T fuel efficient. India is moving forward, and we are determined to provide optimum solutions to fuel the ambitions of our bikers to help them with better mileage at an affordable price.”

     

    On the curation of the film Shiveshwar Raj Singh, National Creative Head, Innocean Worldwide India added: “The brief was to build a strong narrative around the Valvoline Champ 4T fuel efficiency innovation, a key benefit for cost-conscious customers who want to maximize mileage. It’s a slice of life ad where two strangers from similar background get talking. Here, two sales professionals get talking about their bikes and mileage. A typical setup which results in a quick banter which allows us to naturally segue into the product. The advantage of 8% extra mileage which Valvoline delivers is built into their conversation in a way that will surprise everybody. A relatable piece that will surely grab the target audience.”

     

  • Film conceptualised by Makani Creatives

    Lee Cooper launches summer campaign

    By Our Staff

     

    Lee Cooper fashion brand has launched its Summer Campaign for 2023, with the theme “Life Is Out There”. To promote the campaign, Lee Cooper has launched a series of digital and social media activities, including a video campaign, influencer collaborations, and hashtag campaign #LifeIsOutThere.

     

    The campaign encourages people to step out of their comfort zones, embrace new experiences, and live their lives to the fullest.

     

    Conceptualised by Makani Creatives Executive Creative Director Copy – Anant Medepalli said:  “Lee Cooper was the go to denim brand for rockstars. Rebellion and experimentation are woven into the brand. We have given rebellion a fresh spin. With a vibrant campaign and film that exude energy. There are no directions in life. As the song goes, live for the flow and your heart shows the way. Life’s out there. It’s about exploring new places. It’s also about leaving your comfort zone and embracing all that life offers.”

     

    Jayesh Sali, Head of Marketing, Fashion & Lifestyle, Reliance Retail, added: “We want to inspire people to embrace the spirit of adventure and explore all the exciting things the world has to offer. This Film also talks about how a group of friends are going on a road trip, hitting the beach, or just enjoying a day out with friends, we want to help you look and feel your best.”

     

  • Titled 'Courtroom' featuring Saurabh Shukla and Abhishek Banerjee

    Wunderman Thompson launches new TVC for Pulse candy

    By Our Staff

     

    Dharampal Satyapal Foods Ltd, a part of DS Group, has launched a new TVC for Pass Pass Pulse hard-boiled candy, titled, ‘Courtroom’. The TVC features Saurabh Shukla and Abhishek Banerjee in the role of a judge and a lawyer respectively and has been conceptualised by Wunderman Thompson, Delhi and directed by Rajesh Krishnan.

     

    Arvind Kumar, General Manager, Marketing, Dharampal Satyapal Foods Limited, said: “Irresistibility’ is the core product philosophy of pulse. The behavioural insight of the consumers indicated that Pulse consumers don’t want to share their Pulse candy with anyone. We have built on this premise over the years through our communication Campaigns revolving around the theme, ‘Pran Jaaye Par Pulse Na Jaaye’. This latest TVC also highlights the irresistibility of Pulse in a humorous courtroom drama where everyone present, including the Judge is willing to be labelled as an accused, just to get their hands on Pulse candy.”

     

    Commenting on the campaign, Sundeep Sehgal, Vice President & ECD, Wunderman Thompson, added: “Over the years ‘Pran Jaaye Par Pulse Na Jaaye’ commercials have gained a separate fan base due to their whacky plots and masaledaar twists. And people want more. So, this time we took Tangy Twist a notch higher to increase brand love. We developed crazier stories. We roped in acting powerhouses – Saurabh Shukla and Abhishek Banerjee to take you on a never been before masaledaar journey that you’ll relish for a long time.”

     

  • Will be the only senior living brand with a sonic identity

    Columbia Pacific Communities debuts its sonic identity

    By Our Staff

     

    Columbia Pacific Communities (CPC), operator of senior living communities, has launched its sonic identity. Sonic branding is one of the new trends that brands are adopting, which uses music to establish a distinctive brand identity. Similar to a visual identity, the sonic identity includes a MOGO (musical logo) which is the core element to support the extension of the brand.

     

    Speaking on the occasion, Piali Dasgupta, Senior Vice President – Marketing, Columbia Pacific Communities said: “Sound is considered one of the most important senses by scientists, second only to sight. In the age of digital technology, sound and visuals are equally important to a brand’s identity and awareness. The sonic identity of Columbia Pacific Communities makes use of sound technology to elicit the desired persona, characteristics, and sentiments of the brand. Together with BrandMusiq, which is recognised as a pioneer in the industry for designing unique sonic identities, CPC produced a zone of sound that was motivated by our approach to community living with harmony, honesty, and transparency. Our basic values of care, empathy, and compassion, as well as the representation of the brand’s core concept of positive ageing, are the key components that have been incorporated into the sonic identity. The importance of a strong sonic identity in creating a brand that is easily recognisable, memorable, and builds a lasting connect with its consumers, is undeniable.”

     

    Rajeev Raja, founder and soundsmith, BrandMusiq, added: “BrandMusiq is thrilled to have created the sonic identity for Columbia Pacific Communities. CPC’s promise of ‘positive ageing’ mirrors BrandMusiq’s emotions of ’empathy and care’ with optimism acting as a balance. We created the MOGO® based on the master sound or MOGOSCAPE®. We combined several Indian ragas and scales to compose the brand’s sonic identity. The tune used is Raag Tilak Kamod in one portion, highlighting the brand’s empathetic and affectionate demeanour, and Raag Desh in another, reflecting Indian values and tradition of caring for the elderly.”

     

  • As President and Managing Partner – Growth & Strategy

    DDB Mudra brings onboard Saad Khan

    By Our Staff

     

    Saad Khan
    Saad Khan

    DDB Mudra brings onboard Saad Khan as President and Managing Partner – Growth & Strategy. He will lead business and build on strategic capabilities for the West region of the Group.

     

    Commenting on the new appointment, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said: “For us, strategic thinking and creativity aren’t departmental functions. We’ve always believed our core to be great creativity built on strong thinking. And Saad embodies the same and will strengthen this belief; not just in the kind of work that we do, but in the conversations we have.”

     

  • IPL is literally the only ‘pan India’ property in the home entertainment space, writes Shailesh Kapoor

    Shailesh Kapoor: Bang for the Buck

    By Shailesh Kapoor

     

    Shailesh KapoorIt’s that time of the year again… the IPL time. The 16th edition starts tonight, and like every year, is set to become the marquee media event for its seven-week length. The big change this year is that the digital stream is available free. Unlike Disney+ Hotstar in recent years, JioCinema has decided to take the ad-supported route for IPL broadcast on OTT. This decision can have a significant impact on the future of sports broadcast in India, in both linear and non-linear forms.

     

    This year’s IPL was preceded by the inaugural season of Women’s Premier League (WPL), which was won by Mumbai Indians last Sunday. WPL is a significantly leap for women’s cricket in India, especially because of the kind of money that is on offer via contracts and prizes. While the Mumbai Indians team owner Nita Ambani spoke about how this will help sportswomen in India across sports (Mumbai Indians carried front page ads the next morning with the same message), the impact outside cricket seems tenuous as of now.

     

    There was a time when the success of an IPL edition depended on the cricketing action itself. Low-scoring games struggled to match up to the bigger games on ratings, for example. In the recent editions though, each franchise, and hence each clash, brings with it a certain minimum guaranteed viewership, because of the inherent fan base. This is especially true for games involving Chennai Super Kings, Mumbai Indians, Royal Challengers Bangalore and Kolkata Knight Riders, who have amassed a solid fan base over time. Gujarat Titans, winners in their first outing last year, are a strong candidate to join this list.

     

    But it is very likely that linear TV viewership may see a drop this year, because of the SVOD to AVOD shift on OTT. What makes this ‘competition’ between TV and OTT interesting is that it is real competition this time, because there are major media companies involved (unlike Disney controlling both aspects till last year). In the absence of any public numbers on OTT, this can trigger off a major war of claims and counterclaims.

     

    The advertiser interest in IPL has peaked over the years, simply because other marquee properties, like big reality shows, have not been able to consolidate ratings over time. There’s nothing else big-ticket enough on Indian television to offer IPL any competition to it. And IPL is literally the only ‘pan India’ property in the home entertainment space.

     

    Let the drums roll, then!

     

  • To help build brand

    Wunderman Thompson India wins mandate for Tata Astrum Steel

    By Our Staff

     

    Wunderman Thompson India has won the brand building mandate for Tata Astrum Super from the house of Tata Steel. This retail brand is the latest in a long line of brands from the Tata Steel stable that have been built and nurtured by the agency.

     

    Commenting on the new business win, Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said: “Tata Steel and Wunderman Thompson go back many decades. We welcome Tata Astrum Super into the WT brand family and thank Tata Steel for its continued faith in our capabilities. We are confident of doing justice to the mandate we have been given and look forward to taking the brand to new heights.”

     

  • On increasing influence of digital in driving media and entertainment

    BCG-Meta come together to launch Report

    By Our Staff

     

    Boston Consulting Group (BCG) and Meta announced the launch of a new report around the increasing influence of digital in driving media and entertainment consumption in India across over-the-top (OTT), linear TV (LTV), and Movie Studios.

     

    With the meteoric growth in online content and on-demand streaming platforms in India, the media and entertainment landscape in the country has transformed dramatically over the last few years. The report unravels key consumer trends around how India is consuming content while busting prevailing myths and highlighting the growing digital influence that is increasingly driving people’s viewing preferences. Digital influence implies the role of digital in content discovery, sharing, and engagement both before and after viewing content.

     

    ‘Seeing the BIG Picture – Harnessing digital to drive M&E growth’ a Meta-commissioned report by BCG was done with over 2600 consumers across 15 towns and cities. The study also includes in-depth interviews with consumers and industry leaders from Linear TV (LTV), OTT platforms, and Movie Studios.

     

    Said Shaveen Garg, Managing Director and Partner BCG: “Consumers increasing time spent on digital video is well-known. But what was counter intuitive is how much digital is influencing their discovery of content, decision to watch and the engagement post watching. It is not limited to digital native mediums but across all content as category. It is clearer than before that many media companies haven’t embraced this power to unlock potential. Content is king, no doubt, but kings also need an army of soldiers to become and reign. This digital interventions by companies is the army behind the great content”

     

    The report aims to bust some myths and mindsets in the market around digital influence being limited to metros, men and English content viewers.

     

    Among the most significant findings of the report is that contrary to industry perception women, small-town residents, and people over 35 years of age have significant digital influence driving their content discovery and consumption choices. For instance, among OTT watchers, after consuming the content, 78% of the surveyed men said that they use digital to engage with the content. This number was equally high at 77% for women.

     

    Similarly, before watching something on OTT, more people from smaller towns (81%) use digital for content discovery than people from large towns (74%).  Moreover, contrary to popular belief, digital discovery is on the upswing, even for linear TV, with linear TV viewers increasingly seeking information and engagement online for the content they watch.

     

    Added Shweta Bajpai, Director and Vertical Head – Media, Finserv, Travel, Real Estate and Services for Meta in India: “The prevalent view presumes that consumer behaviour across small and large towns, across gender and age-groups is vastly distinct. While this may be true for some industries, when it comes to content consumption in India, there are more similarities than distinctions. The biggest similarity is that irrespective of where people consume content – OTT, TV or in movie theatres – they rely on digital to share, engage, and express themselves. 40%+ respondents discover content on digital via Word of mouth. This is a game changing insight for media companies and marketers in how they want to reach their customers.”

     

    The study also showed that 60% consumers seek information about the content before deciding to watch. Up to 80% of this research occurs online across OTT, LTV, and Movies. The findings further revealed that higher digital engagement is correlated with higher watch time on both LTV and OTT.

     

    Based on the insights, the study recommends that media and entertainment companies need to evolve.

    :: With boundaries blurring between different formats in the consumers’ minds, M&E companies should refrain from defining themselves as LTV/OTT/Movie Studios and reimagine themselves as content creators not chained to a delivery medium.

    :: Given the high digital influence, digital marketing could be effective across demographics, genres, and languages, and could be a crucial addition to the existing marketing efforts at every step of the consumption journey.

    :: The report also calls for diversifying digital activations including communities, influencers, personalized reach-outs and short videos to reach all kinds of consumers.

    :: Lastly, the report advises brands to develop in-house muscle, build a content factory, leverage the user engagement flywheel, develop a robust measurement strategy and impact attribution.

     

  • India's petty little right-wing media watchers can find solace however in Fox News, writes Ranjona Banerji

    Ranjona Banerji: Trumped up news?!

    By Ranjona Banerji

     

    Ranjona BanerjiThe international media continues with its articles and investigations into the allegations against the Adani Group. The Indian media, largely, restricts itself to reporting on the fall and occasional rise of Adani companies in the stock markets. This therefore provides protection from the accusation of “you never cover Adani” but doesn’t do enough to anger the Adani Group and any powerful associates it is rumoured to have. (See how neatly I did that???)

    https://www.forbes.com/sites/johnhyatt/2023/03/30/inside-gautam-and-vinod-adanis-controversial-conglomerate-and-why-it-may-be-too-politically-connected-to-fail/?sh=71d2b621199d&s=09

    Although, there is interesting stuff in the business papers and pages, assuming you have the courage to search.

    For instance, this article about inflation and India’s big conglomerates:

    https://www.livemint.com/news/india/reliance-adani-to-tata-these-fab-5-are-not-allowing-inflation-in-india-to-ease-says-ex-rbi-officer-11680142514587.html

    Or this article about how the government is going to take action against 76 pharma companies for manufacturing spurious, dangerous medicines. This is significant, downplayed though it may have been. After children in at least two African nations died after drinking Indian-made cough syrup, the media’s basic reaction was fury that India had been maligned. The deaths of these children thanks to criminal companies were thus sidelined.

    Now we learn this:

    https://health.economictimes.indiatimes.com/news/pharma/indian-govt-to-take-action-against-76-drug-companies-for-shoddy-products/99118437?utm_source=twitter_web&utm_medium=social&utm_campaign=socialsharebuttons

    India’s unemployment rate continues to rise according to the Centre for Monitoring the Indian Economy.

    https://economictimes.indiatimes.com/news/economy/indicators/indias-unemployment-rate-increases-to-7-45-in-february/articleshow/98515291.cms?from=mdr

    However, the Government of India will go unquestioned, and the prime minister will continue to make fantastical projections about India’s world domination. Obviously, he cannot be questioned in person. As we all know.

    It’s only in the dribs and drabs that you would know what’s happening.

    Apart from your own “lived experience” as the young people put it.

    Then there’s the international media on Donald Trump’s indictment. They’re not holding back on it. Or rather, the American media is largely putting Trump on the wringer. No shying away or foofling about. Full on aggression. All those evil anti-Trump media houses like New York Times and so on.

    India’s petty little right-wing media watchers can find solace however in Fox News. It has done good by Prime Minister Narendra Modi’s good friend. The right-wing TV channel, owned by Rupert Murdoch, has played true to itself by presenting all news about the indictment from the Trump perspective.

    But then as we all know, Fox News is the lodestone for the worst of Indian television masquerading as news.

    The link here on Trump’s indictment, is from the Associated Press, so as not to upset everyone.

    https://apnews.com/article/trump-hush-money-new-york-indictment-election-027d0e5ac1881a4c55c6379deae75faa?taid=64260232d0078700011ea2b3&utm_campaign=TrueAnthem&utm_medium=AP&utm_source=Twitter

    Fox News aside, there are some journalism tips here for the Indian mainstream media but let’s not upset them that much, right?

    **

    What should really upset us is that the demonisation of Indian Muslims continues by majoritarian rightwing religious organisations and by the ruling political dispensation and the media will not present this hatred. Instead, several TV channels – and not just RSS/BJP propaganda channels and websites – knowingly and deliberately spread this hatred against all non-Hindus and all religious minorities.

    The deliberately provocative rallies held at mosques, the attacks on Muslim shops, during recent Ram Navami celebrations in various states – how much have you seen about that? The continued targeting of Muslims by seemingly Hindutva-driven religious gangs? Rampant, violent Islamophobia has not stopped since the lynching of Mohammed Akhlak in 2015. It has just slipped to the far corners of our news cycles.

    How many of your favourite TV channels hold “debates” on subjects like “Should the RSS’s wings be punished for setting fire to Muslim-owned shops during Ram Navami?”

    I know, I know.

    Why do I ask, huh?

     

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

     

  • With Rohit Sharma, Shreyas Iyer and Shubman Gill

    Ceat launches SUV tyre campaign

    By Our Staff

     

    Ceat Ltd tyre manufacturer launched its new TVC for its four-wheeler SUV tyre range. The TVC features Rohit Sharma, Shreyas Iyer and Shubman Gill.  With the forthcoming cricket season, the three cricketers are all set to spread the message and highlight the importance of having good SUV tyres that can handle speed as well as offer a superior grip. The new TVC conceptualised is Ogilvy.

     

    Speaking on the campaign, Lakshmi Narayanan B, Chief Marketing Officer – CEAT Limited said: “It’s the cricket season and CEAT is thrilled to get 3 of India’s top cricketers – Rohit Sharma, Shreyas Iyer and Shubman Gill  in  ‘never seen before’ avatars. CEAT’s wide range of SUV tyres have a unique capability to provide both speed and control while delivering on its promise of safety and comfort. Our range of offerings, which include SportDrive SUV, CrossDrive SUV and SecuraDrive SUV address a wide range of on-road and off-road requirements.”

     

    Rohit Joseph , Senior Creative Director, Ogilvy adds: “In general, creatives are a little vary of sportsmen, when it comes to performing in front of camera. Scripts are watered down, roles are pruned, lines shortened or a ‘propah’ actor is built in for heavy lifting. But this time around, with CEAT’s conviction, the team got the confidence to go beyond the norm. We had three star players, acting out of their skin (and such a commendable job), in a duration strait-jacket of 20 seconds, segueing into tyre story, effortlessly. We are quite thrilled with the result, and awaiting all the brand love this one will garner in coming days.”

  • Launches 9 limited edition festive packs in 250gm

    Tata Tea Premium celebrates Odisha Day with campaign

    By Our Staff

     

    Tata Tea Premium pays homage to Utkala Dibasa (Odisha Day) with a campaign. It launches 9 limited edition packs inspired from the handlooms of Odisha. Nine different handlooms from different corners of Odisha have been tastefully adapted into this edition packs.

     

    To bring alive the story of the handlooms, the brand has also released a film conceived by Mullen Lintas, weaving together a whole 9 yard of visual extravaganza narrating the exquisite story of some of the famous handloom weaves of the state.

     

    Elaborating on the initiative, Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said: “As part of our continued efforts to strengthen our brand connect with the people of Odisha, we are excited to celebrate the handloom culture of the state through our #UtkalaKiKala campaign on Utkala Dibasa. The array of handloom sarees from Odisha have been an integral part of the state’s cultural fabric. We have been able to bring alive these handloom traditions and capture their magical design in our limited-edition packs. We have further amplified this story beyond our packs into a beautiful film that can be seen by consumers across Odisha. Celebrating the rich culture of Odisha as well as driving this campaign to highlight the magic of these craftsmen, is at the core of our hyperlocal strategy to strengthen the connect with people of Odisha.”

     

    Arnab Chatterjee, co-founder Tree Design, who had conceived the thought and the pack design added: “To truly do justice to the brief we decided to go to the source of this rich cultural heritage. Traversing across the state of Odisha, we covered close to 1000 kms by road, over a period of 8 days, and located nine local artists who have been practicing their specific craft of handloom weaving for generations. Each of the nine artists was tasked to create a special saree for Odisha Day based on their rich and specific ethnic handloom culture. These sarees then became the base for the nine limited edition Odisha Day packs. These nine gems were then used to create a full campaign for Odisha Day ranging from a special edition tea book to outdoor to print to evoke a sense of local pride with the Tata Tea Premium consumers in Odisha.”

     

    Commenting on the genesis of the campaign and the idea, Hari Krishnan, CEO, Mullen Lintas said: “Not every day you get to work on a campaign like this. While the brief to the team was to communicate about the 9-handloom inspired limited edition packs, the idea was always to celebrate the pride of Odisha on the occasion of Utkala Dibasa, through one of its popular art forms- its beautiful handlooms. The name of the state itself has ‘kala’ in, so we leveraged it to work in our favour and cracked the campaign #UtkalaKiKala, a celebration of the state and its handloom art. The way the film portrays the stories and inspiration behind each of the handlooms, brought alive through a mix of miniature art and slick animation, captivates the viewers while also landing the communication comprehensively.”