MxMIndia

Author: mxmadmin

  • To steer business objectives

    APL Apollo appoints Charu Malhotra as the Chief Brand Officer

    By Our Staff

     

    APL Apollo, branded steel tubes manufacturer, appoints Charu Malhotra as the Chief Brand Officer. Malhotra will be responsible for steering the brand’s purpose and ensuring unified communication that aligns with the business objectives across APL Apollo.

     

    Sanjay Gupta, Chairman & Managing Director, APL Apollo Tubes Ltd said: “We are delighted to have Ms Charu Malhorta join our team as Chief Brand officer. Charu’s reputuation as a visionary in brand development precedes her, and we are excited to leverage her insights to shape a compelling narrative that resonates with our clients, stake holders and industry at large. I am confident that with her strategic thinking and creative finesse we are well positioned to unlock fresh opportunities and redefine our brand’s impact in the building material industry.”

     

  • Directed by Harshwardhan Kulkarni and conceptualized by Lowe Lintas

    Tanishq unveils latest TVC

    By Our Staff

     

    Tanishq, jewellery retail brand, unveiled their latest campaign TVC “Heera Ho Tum” this month, celebrating the spirit of Indian women. Directed by Harshwardhan Kulkarni and conceptualized by Lowe Lintas, the central theme, ‘Every Woman A Diamond,’ portrays the idea that every woman’s life journey deserves the brilliance and elegance that diamonds embody.

     

    Ranjani Krishnaswamy – General Manager, Marketing, Tanishq, said: “Every woman a diamond’ is a celebration of ‘her’ life. At a very visceral level, diamonds symbolise the life of a woman. Her understated view of her journey, her seemingly ordinary lens to her extraordinary life, of how far she has come and who she has become today. The story telling pictures a typical lens that women give to their lives, they go through many wins in life, many achievements, many life defining moments but still looking for reasons to celebrate themselves. Our attempt was to seed a thought of how her life in itself is a celebration that doesn’t need a justification. And a Tanishq diamond is such a befitting encapsulation of that celebration.”

     

  • "Someone had a grand plan to make massive "all weather e-ways" through the Himalayas. Lock your experts in a box so that no one can ask any difficult questions," says Ranjona Banerji

    Ranjona Banerji: We don’t mention Who

    Ranjona Banerji

     

    Ranjona BanerjiRain this week has caused catastrophic damage to the hill states of Himachal Pradesh and Uttarakhand. Himachal Pradesh has suffered the most, with over 70 people dead and untold loss of property and infrastructure. While the news media has been full of dramatic images of landslides and rivers breaking their banks – the what, when, where and hows of journalism if you will, the “why” has not quite been examined in similar detail.

    Himachal Pradesh’s Chief Minister Sukhvinder Singh Sukku has blamed unregulated over-construction. And that’s where it stops. News reports will inform readers that Manali-Chandigarh highway is extremely high risk and has seen the worst landslides. Why you may ask. The report will also tell you that the highway is being expanded to four lanes, and this heavy construction work has added to the damage.

    And beyond that, well. Let’s meet a few experts who will tell you how the Himalayas are fragile. They will tell you reports which have been submitted. On the dangers of tunnelling. On the methodology of construction. On how shortcuts are likely to create more damage. These reports however will not be actually seen. Or quoted from. Experts are not to be trusted. What do they know? Like environmentalists and activists, they have no conception of grand visions. Thus, without the details, there are no further questions.

    Let us accept that the rainfall has been far beyond the normal this monsoon. And that some damage is inevitable. But this does not mean that one cannot ask questions.

    There is only one reason why the media cannot ask questions. And that is the Who.

    Once you reach the Who, there is radio silence.

    Someone had a grand plan to make massive “all weather e-ways” through the Himalayas. Tourists need quick and easy rides. In Uttarakhand, religious tourists deserve even more. Lock your experts in a box so that no one can ask any difficult questions.

    Local authorities shrug their shoulders. When there is heavy rain, there are problems. Landslides. Roads collapse. So maybe we can buy that excuse. For local little cement roads. Or dirt tracks. But the thing is. Little cemented roads and dirt tracks do not really put any pressure on the fragile mountains. It is the massive four-lane highways, the tunnels, the hydro projects which trigger large-scale damage.

    The Uttarakhand government has asked for Rs 1200 crore to repair its roadways damaged in this monsoon. It had also asked for Rs 3000 crore for the rehabilitation of the town of Joshimath, which started showing serious subsidence damage, possibly also because of the massive road works. Although experts are not allowed to really say much.

    If Uttarakhand does not know what it will receive, and it is a double engine state, then who knows what Himachal can hope for, since it is not a double engine state. Although most of the work that has caused the damage was done when it was a double engine state.

    Manipur is also a double engine state and its state of anarchy is now well into its fourth month. The beginning of May to mid-August.

    Meanwhile, here are some CAG reports on government misspending. You may be old enough to recall the media frenzy over CAG reports on “presumptive losses” on 2G spectrum auctions. The resultant corruption charges brought down a government. And yet, now, when there are suspicions of corruption by the ruling regime, what do we hear but radio silence?

    https://thewire.in/government/cag-report-nhai-toll-collection-railway-bharatmala-udan

    https://www.livemint.com/politics/news/ayushman-bharat-scheme-cag-report-exposes-dummy-numbers-aadhar-irregularities-11691998961683.htm

    https://www.cnbctv18.com/economy/dwarka-expressway-cag-flags-very-high-cost-for-nhai-project-in-delhi-as-budget-escalates-14-times-17530271.htm

    Shhh. Not a word. You didn’t read it here. I haven’t mentioned Who even once, have I?

     

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

     

  • Highlighting the power of #ApneDeshKaGlow

    Wipro relaunches Chandrika Ayurvedic Soap in Maharashtra

    By Our Staff

     

    Wipro Consumer Care & Lighting announces the relaunch of their brand Chandrika Ayurvedic Soap in Maharashtra.

     

    This new pack of Chandrika Ayurvedic Soap has been specially reformulated to cater to the preferences of its consumers in Maharashtra and deepen its relationship with new consumers in the market.

     

    On the relaunch in the Maharashtra market, Neeraj Khatri, CEO at Wipro Consumer Care Business for India and South Asia, said: ” Chandrika Ayurvedic Soap has stood the test of time as a trusted brand for glowing skin for millions of our loyal consumers since the last 8 decades. Across India, we are proud to see that the brand still represents the trust our consumers have on our traditions and practices and ultimately on the power of Ayurveda. As a part of our growth strategy, our focus is now on building on this trust to amplify our messaging and expand its reach to new consumers. With this, we are excited to announce the relaunch of Chandrika Ayurvedic Soap in Maharashtra with an updated formula and a refreshed packaging. We are confident in the unique and potent Ayurvedic formulation of the Chandrika Ayurvedic Soap as we continue to deliver the best for our consumers and expand in the region.”

     

    S Prasanna Rai, Vice President – Marketing, Wipro Consumer Care & Lighting, added: “We are seeing a renewed consumer interest and a movement back towards Ayurveda for skin care. Chandrika has always been at the heart of that tradition in India, with generations of consumers trusting the brand to keep their skin healthy and glowing. This relaunch campaign in Maharashtra for us, is about bringing our consumers a reliable and time-tested solution that takes them back to their roots and gives them #ApneDeshKaGlow. The legacy of over 80 years that Chandrika holds, is assured to offer our consumers in Maharashtra the ultimate skin care solution based on the wisdom of a practice that has survived for centuries. In this exciting new chapter for Chandrika, we look forward to strengthening our commitment to our consumers in Maharashtra with a promise of authenticity and reliability.”

     

  • To build single-stop people empowerment platform application

    Axis My India partners with Google

    By Our Staff

     

    Axis My India consumer data intelligence company  announced that it is building a platform leveraging Google technology that aims to bring about a change in people’s awareness, accessibility, and utilization of a slew of services. These include Government social welfare schemes, basic day-to-day amenities, employment opportunities, and healthcare benefits, and has the potential to benefit up to 250 million Indian households across the country.

     

    Speaking on the partnership, Pradeep Gupta, Chairman and Managing Director, Axis My India, said: “Our collaboration with Google marks a pivotal moment in our pursuit to positively impact the lives of a billion Indians. By leveraging Google Cloud technologies, we aim to create an inclusive platform that truly empowers citizens with authentic information and solutions based on their needs. Axis My India’s massive scale and expertise affords us an unprecedented opportunity to bring information equity between rural and urban India through our platform. We are certain that we will achieve our ambitious goal of acting as a digital super-app for all 250 million Indian households.”

     

    Added Bikram Singh Bedi, Managing Director, Google Cloud India: “Google Cloud offers a wide range of services that can benefit business in terms of scalability, flexibility, security, performance, innovation and support. Rising mobile connectivity presents the opportunity to create an inclusive, equitable, and safer internet for everyone, no matter their literacy, language, or location. We are excited to work with Axis My India to help advance their vision with the People Empowerment Platform, backed by state-of-the-art Gen AI Cloud technologies from Google Cloud. This will help them bring government services and programs to more Indians across the country.”

     

  • Developed by Wunderman Thompson

    Shell India launches campaign

    By Our Staff

     

    Shell India released its latest campaign, ‘More than Just A Fuel Station’, for its mobility business in India. The new campaign showcases Shell retail stations as comprehensive destination with quality fuels, vehicle care, fresh food, beverages, and convenience items, emphasising its role as more than a fuel station.

     

    The campaign is developed by Wunderman Thompson and will be promoted across social & digital platforms, including Jio Cinema, Sony Liv, MX Player, Zee5 etc.

     

    Announcing the campaign, Kartiki Karihaloo, Marketing Manager, Shell Mobility India, said: “Traditionally, fuel stations in India are not perceived as destinations, but with our integrated offerings, we have witnessed a gradual shift in this perception. Our latest campaign, #MorethanJustAFuelStation, reinforces our effort to be more than just a fuel provider and be a reliable on-the-go companion that enhances the overall commute of our customers.  It reflects how our fuel retail outlets serve as holistic service hubs and signify our dedication to addressing the evolving mobility needs of people.”

     

  • On the purchase of 5L Gold Winner jar

    Kaleesuwari Refinery campaign offers Nykaa vouchers

    By Our Staff

     

    Kaleesuwari Refinery Private Limited has released a 25-second TV commercial in Kannada and Tamil offering its customers a Rs 300 worth Nykaa Voucher on the purchase of 5L Gold Winner jar. The video, which features a mother-daughter duo explains the unique offer while purchasing a 5L Gold Winner Jar.

     

    Elaborating on the offer, Tyron Doll, Vice President – Marketing, Kaleesuwari Refinery Private Limited said: “Gold Winner is happy to announce this value-addition offer. The relationship of Gold Winner, a mother-daughter duo engaging in a candid conversation brings about the essence of a deep bond that the duo share. We at the house of Kaleesuwari also aim at developing a long-lasting bond with consumers. Now with Nykaa’s association, I’m very sure that every household would opt for this exclusive offer.”

     

  • To endorse their Pure for Sure initiative and range of MAK lubricants

    Rahul Dravid is Brand Ambassador for BPCL

    By Our Staff

     

    Bharat Petroleum has roped in Rahul Dravid as its new brand ambassador. The current Head Coach of the Indian cricket team will endorse BPCL’s Pure for Sure initiative and range of MAK lubricants.

     

    Welcoming Rahul Dravid, Shri G. Krishnakumar, C&MD, BPCL said: ‘We are delighted to welcome Rahul Dravid to BPCL family. As one of the greatest cricketers of our time, he stood out not only for his exemplary batting skills but also his strong integrity and dependability. An icon who took Indian cricket to new heights, Rahul truly epitomizes our values of trust, integrity, ethics, service and consistency. His association with BPCL will only serve to emphasise our promise of quality and dependability to consumers across the country.”

     

  • To work on brand’s identity and digital communication strategy

    Human bags branding & comms mandate for Co2Exist

    By Our Staff

     

    Human integrated agency bags its first branding and communication mandate for Co2Exist. Co2Exist is an Indian startup that helps companies and individuals realize their climate commitments. The agency’s mandate includes working on the brand’s identity and digital communication strategy, and implementing clutter-breaking ideas that effect change.

     

    Commenting on the partnership, Menaka Pohani, Director at Co2Exist said: “Human, founded by Chirag and Imran, was a logical choice for Co2Exist’s communications partner. Their approach, work ethic and professionalism stood apart and is what helped us make our decision to partner with them for our communications plan. Their innovative strategies and expertise in creating impactful marketing campaigns align seamlessly with our commitment to promoting sustainable practices and reducing carbon emissions. Our decision to appoint Human was driven by our mutual vision to raise awareness and take effective action in combating climate change. By engaging with Human, we aim to amplify our message, reach a wider audience, and inspire behavioral change on a global scale.We believe that this collaboration will enhance our efforts in building a more sustainable future.”

     

    Commenting on the logo, Imran Khan, Co-founder and Director at Human added: “Sustainability is a very broad idea, and capturing the intent of the brand is always crucial. I’m glad we found a genuine depiction of the brand’s purpose, and hope to extend it in many different ways going forward.”

     

    Said Chirag Raheja, Co-founder and Director at Human on the partnership: “Co2Exist is an idea whose time has come. Their business resonates deeply with our ethos of creating work that’s good for the people, and the planet at large. So when we were offered a chance to be their communications partner, we leaped at it. We feel honored to be their partner of choice, and intend to fully repay the trust placed in us through work that drives meaningful results.”

     

  • It's too early to make anything out of it, writes Vikas Mehta. Even the critique that its not Indian is hollow, he adds

    Air India- let’s not confuse logo with a mascot

     

     

    With apologies to none at all

     

    By Vikas Mehta

     

    Vikas MehtaOk, let’s begin with a question. What is the current Air India logo before the unveiling of the new logo? Simple question and the answer should be simple too. While we are all ranting about the new logo or mourning the demise of the Air India Maharaja, we must not forget to compare like to like.

    Let’s get this very clear. Maharaja is not the current Air India logo. It never was. At best you can call it a mascot. I would prefer to call it brand personification. Every mascot, be it the Asian Paint Gattu or the Amul girl or KFC Colonel Sanders or the Michelin man for Michelin Tyres were not brand logos but mascots. Amul’s logo is the way it writes Amul in a distinct registered typeface. McDonald’s logo is its famous M arch. But its mascot is the clown, Ronald McDonald which you will find outside its outlets. Duracell Bunny is its mascot. Not its logo.

    Below are some examples of logos and some examples of mascot of the same brands.

    So, what is the difference between the two and can they be used interchangeably?

    Let’s dive in.

    Simply put, the logo is the identity of the company. It’s a reminder of the brand or company. The name. The mascot defines the value, personality and sometimes even the culture of the company. In a way, a mascot is the extension of a logo. Many companies incorporate the logo in the mascot or make it a part of it. KFC is a good example of the same. So is the Duracell bunny.

    Earlier, brands strived to have a mascot. Even in India, MRF had the muscle man. Cherry Charlie for Cherry Blossom shoe polish. Asian Paints Gattu. Air India Maharaja. These mascots told a story. They were the brand personified. Gattu was the personification of Asian Paints. It was a mischievous boy, maybe a brat who could not stop painting. And in old ads, Gattu painted anywhere. Even used a bald man’s pate. And the tag line that went with Gattu was ‘any surface that needs painting needs Asian Paints’.

    In India, all these mascots worked because the also transcended the literacy barrier. Specially in rural areas Gattu, MRF Muscle man etc stood out as they identified a brand and also what the brand stood for.

    But we must not forget that for all brands with a brand mascot, there were always two elements to play with. Twin identities. One was the brand logo. In many cases it was just the way the brand was written, with a tag line. And the second was the brand mascot. As media proliferation started and media started becoming more expensive with a premium on space or time, something had to give. Mostly, it was the mascot. Because the logo was the brand identity. Indispensable. And over a period of time most brand logos were just the way you write the brand. No separate design element also.

    So, coming back to my initial question. What was the last Air India logo? And in categories like airlines, logos become more important because that’s what you see on the planes. The airlines is recognised by its logo. Air India also went through various logo transformations. I think its most famous logo was the centaur.

    And its last logo, which is in current use, is the swan with the konark wheel inside it. Remember this?

    The new design that Air India has released is therefore a replacement of the same. The vista along with the way Air India is going to be written now is the new logo of Air India. It is not replacing the Maharaja. For all you know, the brand may continue to use the Maharaja as a property in a limited way. Or maybe a different version of the Maharaja which imbibes the thinking behind the new logo.

    I raise this point because I was dismayed to see not just marketing pundits but even national media announcing the death of the Maharaja when the new logo was unveiled. It may still happen. But it will not happen because a new logo has been designed. It’s not about a logo vs a mascot.

    And let’s not forget another point. Logo is not just a design to be seen in isolation. Logo cannot be judged immediately just because of a design element. Logo is what the company makes of it. And it evolves, registers and rules, over a period of time.

    The famous Nike swoosh. When Nike launched it, it was not exactly the current design but close to it. It evolved to what it is today. I am sure, if it was presented to the world then it would have met with outrage as a failed design. Nike was the name of the Greek goddess of victory. So, what had the swoosh to do with that? What Nike did over a period of time was identify the swoosh with its tagline, “Just do it”. Indeed, today the logo is so strongly identified with the brand that the brand name is not necessary when the logo of swoosh is around. Even Nike outlets today just have the swoosh logo outside. The brand name sometimes appears very discreetly in a small corner. Who would have thought of it, then? As I said, it’s what you make of the logo.

    Or take Apple. Imagine calling a technology company with the name of a fruit. And that too a half-eaten one! But today, Apple is the ultimate in technology and design. And the Apple logo is ubiquitous. Indeed, it’s so famous that in India I have seen the logo being used by even a potato chip manufacturer and as a garment brand too. This logo also evolved and was used in an iconic way on its products too. The logo is so important that a cursory check on Amazon and Flipkart reveal that most of the iphone covers have a punch at the back which reveal the logo. Full covers or covers without the punch are not many. For, who would want to own a iPhone without flaunting its logo. I am also amused that Apple still gives in its product boxes 2 stickers of its logo. And people use it. On their laptop bags, back packs, indeed even on cars and scooters. Again, it’s what you make of the logo.

    I would therefore not pass any judgment on the vista logo. It’s too early to make anything out of it. Even the critique that it’s not Indian is hollow. The brand is owned by a private company. It no more represents India. It’s as private or global as is British Airways or Air France. Why should it stick to representing India?

    How will Tatas use the logo? Will they be more creative with it? Will they strive to make it standout? Or will they just let it be one anonymous airline logo? Indigo has done very well with its logo of the dots as a plane, its typeface and the colour indigo.

     

    Indeed, even its airline code. It’s not 6E. It’s to be read as sexy. And all that has contributed to the brand personality. But that story is for another day.

    The ball is now squarely in Air India’s court to make the new logo count.

     

  • We haven't seen it, but the launch was scheduled for yesterday, August 21

    Adani-owned NDTV launches channel for MP & Chhatisgarh

    By Our Staff

     

    Prefixing the headline with Adani-owned may be deemed mischievous, but it was necessary to do that. For, post the acquisition, NDTV has the money power, and there’s a clear objective of doing well on the ratings roster. News18 and Aaj Tak, please note. So well, the new recharged NDTV has launched NDTV Madhya Pradesh-Chhattisgarh. The two states will see fiercely fought elections soon. The launch was scheduled yesterday, August 21.  The website url is mpcg.ndtv.in. This is the first in a number of regional channels the network plans over the coming months.

     

    Said Sanjay Pugalia, NDTV’s Executive Director and Editor-in-Chief on the launch:

    “Our decision to go regional stems from our desire to provide hyper-local, relevant news to people living in these states, towns and villages. We’ll carry NDTV’s legacy of trust to MP-Chhattisgarh, and we’ll give the people of MP-Chhattisgarh news that matters to them.” Pugalia has worked across the news business, and knows the business better than most others.

     

    Added Senthil Chengalvarayan, NDTV’s Executive Director: “NDTV’s regional channels are committed to bringing news you can trust, and carrying forward NDTV’s legacy of 35 years to the people of MP and Chhattisgarh. A big congratulations to the entire team on the launch.”

     

  • News18 launches ad campaign citing viewership data

    2024: BJP versus I.N.D.I.A. 2023: News channel war hots up

    By Our Staff

     

    The real war will happen next year with the general elections, as the combined (or perhaps not so in spirit) opposition taking on the ruling BJP. But ahead of that, in the run-up to the elections in the five states including the all-important Madhya Pradesh and Rajasthan assemblies, News18 India has launched a 360-degree media campaign to showcase its dominance in the Hindi news segment. And more importantly to take on Aaj Tak, leaders and among the earliest entrants in the India private news television space.

     

    The Hindi news channel released a page one ad in all editions of Economic Times to showcase its leadership in the genre. According to a communique which doesn’t quote any spokesperson, the campaign will also go live on digital and social media, with extensive visibility on trade media as well.

     

    As per the ad, the TV data shows that Aaj Tak has captured 0.8 crore lesser AMAs in Week 32 of 2023. Now we don’t know if BARC is fine with use of just one week’s dominance in advertising material, but we leave that to the wisdom of the measurement body and the association of news broadcasters which includes members of a large number of news channels, including Aaj Tak and News18.

     

    On the digital front, the ad says that News18 India received more video views on Facebook compared to Aaj Tak in July. (Source: Crowdtangle, July, 2023). Moreover, News18 India was also ahead of Aaj Tak by 12% in terms of YouTube views last month. (Source: Databeings, Video Views, Stats as of August 5 for all videos uploaded in July, 2023)

     

    We are certain we haven’t heard the last on this war of words and claims, but, as long as the viewer benefits and the broadcasters don’t lose on revenues in the tu-tu-main-main skirmish, we aren’t really complaining.