MxMIndia

Author: mxmadmin

  • As part of its video series called Circle of Life

    Equitas SFB emphasises role of informal banking

    By Our Staff

     

    Equitas Small Finance Bank has launched a new campaign as part of its video series called ‘Circle of Life’, featuring Sajitha Begum’s inspiring story. Sajitha runs an eatery and works as a Business Correspondent at Equitas SFB. Through the ‘Circle of Life’ campaign, Equitas SFB aims to shed light on Sajitha’s journey of becoming a bank herself.

     

    Said Vignesh Murali, Senior Vice President & Head – Marketing, Equitas SFB: “We are thrilled to launch the latest edition of our ‘Circle of Life’ campaign featuring Sajitha Begum’s inspiring journey. Sajitha’s story is a powerful example of how access to banking services can transform lives and empower individuals and communities. At Equitas SFB, we are honoured to support and empower individuals like Sajitha, who are making a positive impact in their communities. This campaign is our tribute to the spirit of resilience and determination that drives individuals like Sajitha to overcome challenges and succeed in their mission to improve the lives of those around them.”

     

  • To launch new music video

    Leo Burnett gets Guru Randhawa for Mountain Dew

    By Our Staff

     

    Beverage brand Mountain Dew has unveiled a new music video with Punjabi singer and youth icon, Guru Randhawa. The video celebrates the indomitable spirit of Punjabis, an extension of Mountain Dew’s mantra of ‘Darr Ke Aage Jeet Hai’. The campaign has been conceptualised by Leo Burnett.

     

    Speaking on the anthem, Vineet Sharma, Category Director, Mountain Dew, PepsiCo India said: “Mountain Dew has always inspired youth to conquer their fears with courage, and win! Punjab and Punjabis have always been known for their bravery and courage. With the new anthem, we salute the land of Punjab and the people of Punjab for their courage. We are thrilled to have Guru Randhawa as the voice, Sneha Khanwalkar as the music director and Irshad Kamil as the lyricist for bringing alive this song of courage of Punjab. Nooran Sisters and Lazer X contributed towards the anthem. We hope that this song will inspire the youth of Punjab to believe in themselves, and conquer with courage, soaring higher than ever before!”

     

    Added Mayuresh Dubhashi, Group Executive Creative Director, Leo Burnett: “As Punjab is known as the land of the bravehearts and Mountain Dew is synonymous with courage, creating an anthem that integrates both, was an exciting brief to work on. We are proud to have brought it to life with this gripping anthem and it’s been amazing to work on such a powerful campaign that takes the brand proposition to the next level.

     

  • We knew we would upset him though (thankfully) he hasn't quite taken our case for even asking a question like today's. Here's the April 26 edition of Das ka Dum with Dr Bhaskar Das. Read on…

    Das ka Dum with Dr Bhaskar Das | Just around a month to go for Goafest. It’s going to be horribly hot in Goa at that time of the year. Why do you think we (as in the average A&M-er) register and buy the tickets to Goa?

    Bhaskar DasWe knew we would upset him though (thankfully) he hasn’t quite taken our case for even asking a question like today’s. Here’s the April 26 edition of Das ka Dum with Dr Bhaskar Das. 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. Just around a month to go for Goafest. It’s going to be horribly hot in Goa at that time of the year. Why do you think we (as in the average A&M-er) register and buy the tickets to Goa?

     

    A. Get one fact straight: Goafest is the Mecca for celebrating excellence in creativity in communication. So it has nothing to to with weather conditions. Anyways, the whole event would be in an air-conditioned environment. So heat won’t affect people, unless the sea beckons delegates and they can’t resist the fun of a seaside experience. Evenings would be better for networking till a camaraderie coma sets in. Besides, there is award-giving ceremony every evening. There are great speakers that can stimulate the cognitive appetite of the delegates. So, I strongly feel that seasonal vagaries can’t dampen the spirits of the participants. You may book your ticket too.

     

  • It's key to adapt to new technologies and trends in order to stay relevant and profitable…

    ChatGPT on what news journalists must do to stay relevant (& make money)

    By Our Staff

     

    Yesterday, we carried an article ‘generated’ by ChatGPT on what advertising professionals must do to continue to stay relevant and make money. As part of this series we asked ChatGPT on what news journalists ought to be doing.

     

    The news industry has been in a state of flux for several years, with the rise of digital media changing the way that people consume news. As a result, journalists must adapt to these changes in order to remain relevant and profitable. In this article, we will explore some of the things that news journalists must do to continue to be successful in today’s rapidly-changing landscape.

     

    1. Embrace Digital Media: One of the most important things that news journalists must do is embrace digital media. Digital media platforms have become a primary source of news for many people, and journalists must be able to create content that is optimized for digital platforms. This means understanding how to create content that is visually appealing, engaging, and easily shareable on social media.

    2. Develop Multiple Skills: Journalists today need to be skilled in a variety of different areas. While traditional journalism skills such as reporting and writing are still important, journalists must also be able to take photographs, shoot video, and produce multimedia content. Journalists who can develop a diverse set of skills will be better positioned to adapt to the changing demands of the industry.

    3. Understand Data: Data is becoming an increasingly important part of the news industry. Journalists must be able to use data to find and tell stories that are important to their audience. This means being able to analyse data to find trends and insights that can be used to create compelling stories. Data analysis skills are also important for journalists who want to understand how their content is performing and make adjustments as needed.

    4. Focus on Audience Needs: Journalists must be able to create content that meets the needs of their audience. This requires understanding the demographics and interests of the audience, as well as their preferences for consuming news. Journalists who can create content that is tailored to the needs of their audience will be more successful in building a loyal following.

    5. Build a Personal Brand: Building a personal brand is becoming increasingly important for journalists. Journalists who have a strong personal brand are more likely to attract readers and viewers who are interested in their content. This requires creating a strong social media presence, writing articles and opinion pieces, and speaking at industry events.

    6. Collaborate with Other Journalists: Collaboration is becoming increasingly important in the news industry. Journalists who can work well with others are better positioned to create high-quality content that resonates with their audience. Collaboration also helps to build a sense of community within the industry, which can be beneficial for journalists who want to stay informed about the latest trends and developments.

    7. Be Creative: Creativity is still an important part of the news industry. Journalists must be able to think outside the box and create stories that capture the attention of their audience. This requires a deep understanding of their audience and the ability to create content that is both informative and entertaining.

    8. Stay Ethical: Ethics are becoming increasingly important in the news industry. Journalists must be committed to creating content that is truthful, transparent, and ethical in order to build trust with their audience. This means adhering to ethical guidelines and being transparent about sources and conflicts of interest.

     

    In conclusion, news journalists must be able to adapt to the changing demands of the industry in order to remain relevant and profitable. Embracing digital media, developing multiple skills, understanding data, focusing on audience needs, building a personal brand, collaborating with other journalists, being creative, and staying ethical are all essential to success in the news industry. As the industry continues to evolve, journalists must be committed to staying up-to-date with the latest developments and adapting their strategies as needed to ensure success. 

     

    Tomorrow: What advertising sales professions must do to continue to be relevant and make money

     

  • The day-long conference will conclude with 'India's Best CEO Awards'

    BT Mindrush 2023 to be held today

    By Our Staff

     

    Business Today magazine is conducting BT Mindrush 2023 in Mumbai today.  This year’s discussions will feature a line-up of prominent leaders from the business world, including N Chandrasekaran, Chairman of Tata Sons; Nandan Nilekani, Chairman of Infosys and Ajay Piramal, Chairman of Piramal Group, among others. Jyotiraditya Scindia, Union Minister of Civil Aviation & Steel, Government of India, will represent the policymakers.

     

    The conference will begin with a session titled ‘The Entrepreneur’s Playbook: Managing Conflict. Grooming the Next-Gen. Innovation,’ by Sougata Ray, Professor of Strategy and Entrepreneurship (Practice); Chair Professor and Executive Director, Thomas Schmidheiny Centre for Family Enterprise, Indian School of Business.

     

    A deep dive conversation on ‘The World as India’s Oyster: The Reshaping of Global Supply Chains. China Plus One. India’s New Fortune. Or Missed Opportunity,’ will feature Praveer Sinha, CEO & MD of Tata Power, Shashi Kiran Shetty, Founder and Chairman, Allcargo Group, S. Suresh, MD of EID Parry, Sajjan Bhajanka, CMD of Century Plyboards, and Parmod Sagar, MD & CEO of RHI Magnesita.

     

    Ajay Piramal, Chairman of Piramal Group, will share his thoughts on “Animal Spirits: The Investment Drought. The Growth Binge. The Skill of the Entrepreneur.”

     

    A session titled Leverage Play: Appetite for Growth, Lure of Easy Debt, Managing Leverage Risks: How India’s Best Corporations Strike the Right Balance will focus on the balance between growth and debt management, featuring insights from Suresh Narayanan, CMD of Nestlé India, T.V. Narendran, CEO and MD of Tata Steel, Suneeta Reddy, MD, Apollo Hospitals Enterprise and Sanjeev Krishan, Chairman of PwC India.

     

    The Business Today Mindrush 2023 will also host Nandan Nilekani, the Chairman of Infosys, who will speak on “The Transformer: National Identity Creator. E-commerce Evangelist. India’s Tech Conscience.” Later in the evening, N. Chandrasekaran, Chairman of Tata Sons, will share his perspective on “Reinventing Tata: Redirecting the Colossus. Connecting with the Consumer. Successes and Failures.” The session will delve into how Tata Sons navigate the rapidly changing business landscape and build a stronger connection with consumers.

     

    The “The Path to the Trophies” session at the Business Today Mindrush 2023 will explore India’s journey to becoming a global economic power. Vivek Prasad, Leader-Markets at PwC India, will provide insights into the economic factors contributing to India’s growth with a talk on ‘The Path to the Trophies.’

     

    Minister Scindia will speak on the platform to provide a policymaker’s perspective.

     

    The conference will conclude with a special address from Aroon Purie, Chairman and Editor-in-Chief of India Today Group, followed by the ‘India’s Best CEO Awards’ that is presented in partnership with PwC India.

     

  • The commercial was conceptualised by DDB Mudra

    New campaign for Parle’s Hide & Seek

    By Our Staff

     

    Parle, the leading manufacturer of biscuits and confectionery, has announced the launch of a new campaign for its sweet biscuit brand, Hide & Seek. The commercial was conceptualised by DDB Mudra.

     

    Commenting on the campaign, Mayank, Senior Category Head at Parle Products, said, “As we continue to expand our reach in the international markets, we remain dedicated to providing the Indian consumers with premium products that offer great taste. Hide & Seek has been our flagship brand in the premium sweet cookies segment and we are thrilled to introduce this new campaign to our audience. We believe that the ‘Start your story with Hide & Seek’ campaign will help strengthen the brand’s position in the market and reinforce our commitment to delivering the best chocolate experience to our consumers.”

     

    Added Rahul Mathew, Chief Creative Officer at DDB Mudra Group: “Hide & Seek cookies have been synonymous with the best chocolate experience in the sweet cookie segment for years. Our aim with this campaign is to remind our target audience to not hide from the one they seek. The film portrays this message in a charming, lively, and enjoyable way.”

     

  • ASCI received the Inspiration Award – for the best charter commitment initiative of SROs with limited resources

    ASCI shines at the Global ICAS Awards, Manisha Kapoor re-elected VP

    By Our Staff

     

    The Advertising Standards Council of India (ASCI) has been awarded at the International Council for Advertising Self-Regulation (ICAS) Awards 2023 . The award highlights the successful initiatives by the self-regulatory organisation (SRO) and its contribution towards ensuring higher ethical standards in Indian advertising. The award ASCI won is:

    The Inspiration Award – for the best charter commitment initiative of SROs with limited resources.

     

    Manisha Kapoor, CEO and Secretary General of ASCI, received the award at the ceremony held in Istanbul. Kapoor also presented the ‘Influencer Marketing – The India Experience and Learnings’ report to the Turkish government and ROK, the Turkish ad self-regulator which helped other attendees get a deeper understanding of the work done by ASCI in this growing space. Her participation in the panel discussion on ‘Dark Patterns – How Ad Standards Bodies Can Contribute to Fair Designs’ emphasised the crucial role such bodies play in promoting ethical practices. Recently, ASCI released a paper on Dark Patterns that aimed to spread awareness about misleading digital advertising practices that deceive or manipulate consumers.

     

    Kapoor was also re-elected Vice-President of ICAS. She has been an active member of ICAS and is at the forefront of advocating for ethical advertising practices and consumer protection. Said Kapoor: “We are honoured to receive the award and also at the re-election. The reappointment is a validation of the role that ASCI has played on the global platform over the past 35 years. Our association with ICAS is the next step towards taking the best advertising and self-regulation practises across borders, which can help in the development of the advertising sector while safeguarding the interests of consumers. It will also help advance our shared goals and ensure that self-regulation remains an essential part of our industry. We also congratulate other fellow SRO countries who have done some amazing work.”

     

  • In his last assignment, he served as a Chief Executive Officer at Twenty First Century Media

    Capri Global appoints Basant Dhawan as its Group CMO

    By Our Staff

     

    Capri Global Capital Ltd (CGCL), a leading NBFC, has appointed Basant Dhawan as its Group Chief Marketing Officer effective Monday, April 24. He will spearhead the marketing portfolio and will be responsible for planning, developing, implementing and monitoring the marketing strategy across all businesses as the company enters next stage of growth. This includes brand marketing, brand building, strategic communications, digital and social media marketing strategies.

     

    Prior to joining CGCL, Dhawan held several leadership positions across industries ranging from media, entertainment, telecom and sports. In his last assignment, he served as a Chief Executive Officer at Twenty First Century Media (TCM). Before that he was the CEO for CNN News 18 and CNBC set of channels with Network 18. He has had a stint in sports broadcasting at Star India as Sr V.P & Head Emerging Sports.

     

    Dhawan is an IIM Calcutta SMP (Sales and Marketing) alumnus and completed his BE in Electronics & Communication from Manipal Institute of Technology.

     

    Commenting on the appointment,  Rajesh Sharma, Managing Director, Capri Global Capital Ltd said: “We are on an exciting journey of growth with an unwavering commitment to serve an unbanked population of the country. We are excited to have Basant Dhawan joining our team of accomplished and dedicated leaders as we evolve our business into new areas, grow our regional footprint, and vision to position ourselves as a game changer in credit inclusion. We are confident that his unrivaled acumen, unwavering commitment to delivering results and fostering creativity will propel the marketing efforts of the company and reinforce our brand strength in today’s ever-evolving digital landscape”.

     

  • Mandate was secured after a multi-agency competitive pitch

    Teamwork bags PR mandate for Fujifilm India

    By Our Staff

     

    Teamwork Communications has won the full PR mandate for Fujifilm India, the Japanese transnational dealing in Healthcare, Materials and Imaging.

     

    Said Nikky Gupta, Co-founder and CEO, Teamwork Communications: “We are honoured to partner with Fujifilm India… our team is excited to bring our strategic communication expertise to Fujfilm India, helping them achieve their communication goals and objectives in the Indian market.”

     

    Added Abhi Shekhar Singh, Vertical Head, Corporate Communications & CSR, Fujifilm India: “We are delighted to partner with Teamwork Communications, a leading PR agency that has demonstrated a deep understanding of our industry and the brand. We look forward to working with them to further enhance our brand presence in India by communicating the stories of excellent work that we are doing for the Indian society.”

     

  • This will be aspecial category that recognises the work created by talent under the age of 30

    Abby 2023 announces ‘Young Maverick ABBY Award’

    By Our Staff

     

    It’s raining press releases from the Goafest team. So when it’s not a new set of jury chairs there’s a new feature of the event. Like the announcement by the Advertising Club about a new award category, the ‘Young Maverick ABBY Award’ to “recognise and promote the new generation of talent, and reward the work they have created”.

     

    Open to advertising professionals – individuals or teams, under the age of 30, entries for the Young Maverick Abby Award will be judged by a panel of industry leaders and experts based on creativity, originality, and impact for work created between March 1, 2022 and March 31, 2023 under the category verticals of Art, Design, Digital, Film and Craft.

     

    Speaking on introducing the new category, Rana Barua, Group CEO, Havas Group India and Chairman, The Abbys Award Governing Council and Ajay Kakar, Managing Committee Member, The Advertising Club & Co-chair, The ABBYs Award Governing Council said: “It is important that we turn the spotlight on emerging creative talent. We are excited to introduce the Young Maverick Abby Award category at The Abby  Awards 2023 and recognise the outstanding work of young professionals who are pushing boundaries and challenging conventions in the advertising industry. We are certain that by providing a platform for deserving talent to showcase their creative passion and work, we will not just empower them but also encourage new thinking, new talent and innovation in the industry.”

     

    The winners of the Young Maverick ABBY Award will be announced along with other awards during The Abby Awards 2023, scheduled to be held at Goafest 2023 on May 24-26, 2023.

     

    Information on the new category is at https://abbyawards.com/. The last date to submit entries for the Young Maverick Abby category is April 28, 2023.

     

  • Consistence in communication is key for a brand, writes Sanjeev Kotnala

    How Scarecrow is winning it for Reliance Jewels

     

     

     

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Reliance Jewels- Scarecrow M&C Saatchi – consistency in communication 

    The brand building says that once a brand finds its unique appeal and develops a unique or easily associated and recognisable communication style, it should be consistent. And, if possible, frequently surprise the audience with a different interpretation of the same, evolving with the consumers’ needs and changing ecosystem. Ariel – Share the Load is a case in point. The brand concept has evolved with time, retaining the basic parameters and testing the coordinated repeatedly. It has been consistent, and the thought is strongly associated with the brand. Ariel’s latest communication remains rooted in the thought and has moved from being asked to share the load to an expression of new coordinates of self-realisation. Make My Trip, Frooti, and Dream11 are some other brands consistent with their communication approach and language. Another brand that has been hugely consistent with its approach and communication style has been Reliance Jewels, and Scarecrow M&C Saatchi has been creating some unique communication language for them.

     

    Reliance Jewel Akshaya Tritiya

    In the recent Akshaya Tritiya communication, the brand captured the more than 1000 years old history of Thanjavur’s art & architecture. Thanjavur – a mystical Kingdom and the cultural capital of spellbinding art and Dravidian architecture. Watch the Tamil version here.

    This is not the first time the jewel brand ( Reliance ) and the agency has based the collection and the communication on Indian traditions, culture, dance forms and heritage.

    A note from the agency updates that the inspiration behind Thanjavur is its intricately carved stones of the temples, the excellent craftsmanship of Poompuhar ships, the artistic traditions of Bommai Dolls, and the vibrant interiors of Thanjavur Darbar Hall. The reliance Jewels Akshaya Tritiya Thanjavur collection reflects and pays tribute to nuances of this craftsmanship from the artisans of Thanjavur. The film is a result of a deep study of the history and conversations with experts in different fields.

    Music in the film is an essential element and captures the flavours of Thanjavur. The song is written in Gambheera Nattai raga and pays tribute to the ancient temples. The Hindi version of the song is written by Manish Bhatt. The film is long at 207 seconds, capturing the musical journey of two young girls; a dance choreographer and her friend. However, Manish Bhatt, Founder Director Scarecrow M&C Saatchi, believes that capturing the 1000 years of history in this short duration is an achievement. The Thanjavur typeface was also created to complement the collection and the traditional craft.

    The brand- Reliance Jewel’s thematic jewellery collections are an ode to the country’s diverse culture and are appreciated by customers. This is, in a way, season 7.0 of such a thematic collection.

     

    Reliance Thematic Collection Communication.

    Every year Scarecrow M&C Saatchi with the client, creates a 2 to 5-minute long music-song song-led film based on the culture/art/ history that has inspired the Jewellery Collection.

    Here are some of the films/

    UTKALA – collection inspired by Odisha’s Ancient Art Heritage.

    KAASYAM – collection inspired by Beauty & Divinity of Banaras

    RANNKAAR collection Inspired by Rann of Kutch. And here is the behind the scene for the campaign.

    MAHALAYA collection inspired by the Tribal, Ancient & Royal Heritage of Maharashtra.

     

    Net Net.

    Indian culture, heritage, design, and craft have so much to inspire creativity in jewellery design. I am biased toward such an approach to thematic collection and communication. By being consistent with the thematic collections and communication style, the brand is creating a niche for itself.

     

  • This is a question which came in response to what our Wizard with Words wrote on April 14. Here's the April 27 edition of Das ka Dum with Dr Bhaskar Das. Read on…

    Das ka Dum with Dr Bhaskar Das | You’ve written about the need to equip oneself with various digital bells and whistles. But what’s finally important is the skill, right. So, why the fear of going irrelevant?

    Bhaskar DasThis is a question which came in response to what our Wizard with Words wrote on April 14. Here’s the April 27 edition of Das ka Dum with Dr Bhaskar Das. 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. You’ve written about the need to equip oneself with various digital bells and whistles. But what’s finally important is the skill of marketing/ sales/ creativity/ journalism, right. So, why the fear of going irrelevant?

     

    A. May I suggest that one must not think learning can happen in silos. It creates a myopic perspective, in many cases. One loses the knowledge that emanates from the intersection of disciplines. Every discipline has the advantage/ requirements of leveraging digital for expanding possibilities of knowledge including the so-called creative professions. One can’t say this is my area where digital is irrelevant and my job can remain insulated. So, no job gets irrelevant. Rather, over-dependence or rigidity on/with existing skillsets is what creates redundancy. Instead, one should be adaptive and learn how to harness technology to enhance one’s skill. This mindset would increase one’s relevance in the job market.