MxMIndia

Author: mxmadmin

  • To salute the farmers of the nation

    Dentsu Creative collaborates with New Holland Agriculture

    By Our Staff

     

    Dentsu Creative India, in association with New Holland Agriculture – a brand of tractors and farming equipment, has launched a new campaign that salutes the farmers of our nation. The campaign builds on the success of last year’s ‘Asli Hero Ki Asli Taqat’ campaign, which portrayed farmers as the heroes of the nation who feed us all.

     

    This year, the campaign focuses on the machines and technology that serve as the true strength behind these heroes. The campaign introduces a wide range of New Holland tractors and farming equipment, each designed to make farming easier and more efficient.

     

    Speaking on the campaign, Ujjwal Anand, Managing Partner, Dentsu Creative India said: “In a world where heroes often wear capes, New Holland reminds us that some heroes wear plaid shirts and muddy shoes. Their dedication to honouring the farmer as the true hero of our nation and recognizing the technology that supports them is both heartwarming and admirable.”

     

    Added Tarun Khanna, Marketing Director – India Sub-Region, Agriculture Segment APAC, CNH Industrial: “For New Holland Agriculture, the farmers are our real heroes. With the second leg of this campaign celebrating our farmers, we are showcasing how the strength of our portfolio enables our real heroes in the field, thereby reaffirming New Holland as the real strength behind the real heroes.”

     

  • Ogilvy is the star in the mush, writes Prabhakar Mundkur

    Why Ogilvy has survived the WPP mergers, and others haven’t

     

     

    Prabhakar MundkurBy Prabhakar Mundkur

     

    With the recent apocalypse of well-known agency brands, JWT, Y & R, Wunderman, Grey and several others, it seems in comparison, that the only agency to escape the onslaught of mergers in the WPP group is Ogilvy.

     

    There is a near mythical story about a conversation that was once overheard in one of New York’s many synagogues between two heads of the world’s top communication conglomerates. “You know JWT is past its prime. It is very good at handling old established brands like Kellogg’s and Unilever. The best ad agency in the group is Ogilvy. They handle modern brands like IBM and many others. They are ready for the future. The two men departed the synagogue after that propitious meeting. Almost 25 years later, the JWT brand was slain.

     

    The dialogue in the synagogue seems to have come true in many ways. Ogilvy has withstood the test of time as one would call it. They have continued to be one of the most creative agencies in the world coupled with their knowledge of new media, customer experience and data-driven communication. It is no wonder then that it continues as Ogilvy and refuses to be overcome by mergers and acquisitions. The only acquisition ever was when Sir Martin Sorrell pitched for the agency from WPP in 1989 when he acquired Ogilvy in a hostile acquisition for $864 million. A move that irked David Ogilvy into calling Sorrell ‘an odious piece of shit’ publicly. A little later, David Ogilvy’s tirade against Sorrell changed from ‘shit’ to ‘jerk’.

     

    But David Ogilvy quickly changed his earlier animosity against Sorrel. He was to write much later, “To my surprise, I liked you. . . I was flattered when you quoted my books, and even more so when you invited me to become Chairman of your company, which goes by the name WPP. I accepted your invitation..  . It remains for me to tell you that I am sorry I was so offensive to you-before we met.

     

    When Ogilvy was dying of cancer, Sorrell visited him and promised to look after his wife and even paid for his nurses, according to Miles Young.

     

    The magic of Ogilvy 

    For one, Ogilvy pursued excellence in creativity relentlessly unlike its contemporary brethren like JWT. Also, Ogilvy embraced direct marketing much earlier than some of the other agencies in the old days, quickly giving it skills beyond mass media. For many decades, JWT produced middle-of-the-road advertising for its largest client Ford which once accounted for 25% of the agency’s revenue making JWT Detroit its biggest office in the world. That coupled with its client portfolio of old world brands perhaps was it undoing. It failed to embrace the tilt to modern forms of communications as well as Ogilvy. Its slew of modern brands like IBM, Verizon, Ikea and others I believe helped Ogilvy to keep in touch with the future much better than other agency brands which have got acquired and withered away. It has been creating iconic, culture changing advertising ever since Ogilvy founded the agency in 1948.

     

    So here is a lesson to the rest of the agency brands out there. Please look at what Ogilvy is doing. Because if you follow them, you will stay alive and hope to avert the death of advertising as predicted by many.

     

    Let me end this piece with one of my favourite quotes from David Ogilvy.

     

    “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything”

     

    Long Live Ogilvy!

     

  • A 5-day cultural extravaganza

    TV9 Network presents Lifestyle Expo

    By Our Staff

     

    TV9 Network is announced the unveiling of the ‘TV9 Festival of India’, a five-day lifestyle expo to be held in Delhi.

     

    Said a spokesperson: “The ‘TV9 Festival of India’ is a jubilation of India’s multifaceted culture, where the nation’s finest art, music, food, fashion, will be showcased. This year, the festival unites people from diverse backgrounds to commemorate and admire India’s illustrious heritage and global connections.”

     

  • For the #VibeWithOGKing Campaign

    Campus Activewear partners with rapper King

    By Our Staff

     

    Campus Activewear, the sports and athleisure footwear brand, has collaborated with rapper King, for the #VibeWithOGKing campaign.

     

    Speaking about the new campaign, Prerna Aggarwal, Chief Marketing Officer, Campus Activewear said: “The #VibeWithOGKing campaign is a celebration of confidence and individuality as we believe fashion is a form of self-expression. Our Campus OG collection, launched in association with King, is the ultimate fashion accessory for those who value style and self-expression. But we’re not just about fashion; we’re about experiences. Our campaign not only invites you to enjoy the beat at King’s concert but also to meet the pop icon in person, ensuring that your unique style goes beyond fashion and becomes a statement. We’re excited to inspire the youth to embrace their unique style, make a bold fashion statement, and unleash their ‘swag’ in their unique way with Campus OGs.”

     

  • Created by Interspace Communications and Aditya Birla Sun Life Insurance

    Campaign to bid adieu to Mumbai’s BEST Double Decker Bus

    By Our Staff

     

    Interspace Communications, in collaboration with Aditya Birla Sun Life Insurance Company Limited, launched an experiential marketing campaign #YouDontWantToMissTheBus, a tribute to bid adieu to the BEST ‘Open Double Decker Bus’.

     

    Said Nitin Rastogi, National Head – Activations & Experiential, Interspace Communications: “Interspace is thrilled to partner with Aditya Birla Sun Life Insurance to implement an engaging campaign in honour of the retirement of the Double Decker Bus, a cherished symbol of Mumbai. #YouDontWantToMissTheBus highlights the significance of transitions in life, just as the Double Decker Bus transitioned into retirement. As an integrated media & communication agency, we are always looking for unique ways to engage with brands and provoke thoughts which are agile and lived in the moment by breaking the clutter with insightful & remarkable innovations.”

     

  • Expands network in the Middle East and South East Asia region

    Air India Express unveils new brand identity

    By Our Staff

     

    Air India Express and AirAsia India, both subsidiaries of the Tata-owned Air India, have unveiled a new brand identity and aircraft livery, alongside network expansion with flee induction.

     

    The livery of the first new Boeing 737-8 aircraft showcased at the launch, draws inspiration from the Bandhani textile design. The upcoming aircraft being inducted will feature designs inspired by other traditional patterns including Ajrakh, Patola, Kanjeevaram, Kalamkari, etc., showcasing India’s artistic diversity.

     

    Sid Campbell Wilson, Chairman, Air India Express, said: “With the merger of Air India Express and Air Asia India now in the final stages, we are also seeing the transformation of the aviation landscape. We are proud to present the new brand of Air India Express, a vitally important part of the new Air India Group, charged with providing the best value, accessibility and domestic and regional connectivity to every Indian, and to become the airline of a new generation. The broader ambition of these efforts is to better connect India and Indians, to each other and to the world.”

     

  • With theme 'Fair and Open Society'

    Dentsu celebrates sustainability initiative, 7th time over

    By Our Staff

     

    Dentsu India celebrated the seventh edition of its volunteering initiative – ‘One Day for Change’ (ODfC). Aligned to the network’s 2030 Sustainability Strategy, the seventh iteration of this initiative was themed around one of the network’s global sustainability pillars – ‘Fair and Open Society’.

     

    Said Harsha Razdan, CEO, South Asia, Dentsu: “Sustainability is not just an idea; it is a way of being. At Dentsu, our social impact goals are driven by our commitment to offer people-centred transformations that shape society. Our priority is to empower people – in business and beyond. As a leader in the space, we are privileged to have the expertise to influence people, making it our moral responsibility to ensure that opportunity and equality are provided as fundamental rights. They are not meant to be earned, but rather to be owned. Our goal for ODfC 2023 was to give this vision a boost, modify preconceptions, and embed the values that drive an open and fair society for all.”

     

  • Celebrates womanhood

    Mamaearth launches campaign for Durga Puja

    By Our Staff

     

    Mamaearth, the flagship brand of Honasa Consumer Limited, has launched a campaign that pays homage to Durga and her various forms, while celebrating the “multifaceted spirit of womanhood with its range of makeup offerings”.

     

    Said Anuja Mishra, Chief Marketing Officer, Honasa Consumer Limited: “In the spirit of Durga Puja and the celebration of womanhood, Mamaearth’s new campaign is a heartfelt tribute to both Durga Maa and women everywhere. We’ve taken an innovative path by collaborating with artists who have beautifully reimagined Maa Durga’s avatars using the vibrant colors from Mamaearth’s makeup range. This initiative is our way of embracing and celebrating the diverse facets of womanhood. Just like the nine divine avatars of ‘Nobodurga,’ every woman embodies strength, devotion, knowledge, fierceness, empathy, fearlessness, wisdom, and success. Through this film, we pay homage to the eternal muse of Durga Maa and the inspiring women who carry her spirit within them.”

     

    Added Anupama Ramaswamy, Chief Creative Officer, Havas Creative: “As Pujo season approaches, the vibrant spirit of Durga Ma showcases the artistic creations of numerous talents. It’s a time when women of all generations grace the pandals in their finest attire, radiating confidence and charisma. Naturally, when we envisioned a Durga Puja campaign for Mamaearth, their Makeup Range seemed like the perfect match. We needed something disruptive and that’s how we thought of bringing 4 artists on board to do what they do best. Bring the 9 forms of Durga on their canvases. Everything remains the same. The only twist — there are no paints used at all, only Mamaearth lipsticks, kajals and foundations. The campaign draws parallels between how artists use Paints as Shringar to bring out the avatars of Durga and how women use Makeup as Shringar to bring out their own avatars. In doing so, we celebrate what Durga Ma truly represents — the multifacetedness of being a woman.” The 54 sec film is conceptualized by Havas Media worldwide.”

     

     

  • To strengthen its position

    SBI General Insurance launches a new brand campaign

    By Our Staff

     

    SBI General Insurance has unveiled a series of three brand films to boost awareness about insurance by portraying relatable real-life situations.

     

    Commenting on the brand film launch, Rathin Lahiri, Head Marketing and CSR, SBI General Insurance said: “Insurance is a complex category with low consumer penetration. Our brand communication aims to own the category benefits of protection and trust which are the key benefits that the consumer is seeking from leading brands in this category. The insight behind the film is that unexpected situations can arise at any moment, and being prepared with the right insurance plan from a trusted brand can help you live your life with confidence. SBI General Insurance provides you ‘Suraksha aur Bharosa’ which lets you lead your life with confidence.”

     

  • Presents the Oppo Find N3 Flip

    OML Entertainment campaigns for Oppo

    By Our Staff

     

    OML Entertainment has unveiled a campaign #MadeToBeIconic in partnership with Oppo smartphones, presenting the Oppo Find N3 Flip. This collaboration brings together yesteryear star Zeenat Aman with actor Jhanvi Kapoor.

     

    Said Roycin D’souza – Vice President, OML Entertainment: “OML Entertainment carries a legacy of amalgamating star power with branded campaigns, enabling brands to capture the eye of a larger audience.  OPPO India a leading innovator in smart devices technology, and empowers users with cutting-edge technology and innovation. The #MadeToBeIconic campaign for Oppo’s #FindN3FlipPhone is an unparalleled and monumental endeavour. It marks the historic first by uniting brand ambassadors from two different generations in a single frame. The presence of Zeenat Aman and Jhahnvi Kapoor sharing the limelight, is nothing short of magical and iconic. This campaign carries an international allure and unveils Oppo’s new range with a timeless elegance that is nothing short of remarkable.”

     

  • The consumer is changing. The brands needs to change. Should not the communication partner change too, asks Avik Chatt…

    Thompson, with a ‘p’

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayHere I am, on a blue-blooded advertising and marketing platform, taking a chance at expressing my opinion on WPP finally doing away with the famed “J. Walter Thompson” name. I am not an advertising professional, so do I have the very credibility to write on this subject? I think I do as I have been a ‘client’ for almost two decades dealing with various advertising agencies, including the one with a ‘p’.

     

    Since WPP decided to give the agency a new name, or impose a name of an existing much smaller agency on the bigger one, many advertising professionals have lamented and lambasted the decision. “How can you take away such a venerable name?” has been the common refrain. “Who on earth knows the new name? No one!” has been the second most popular one. Most of these people have had careers in HTA / JWT / WT and have moved on in life.

     

    So, will the name change see a change in business? Will it see a change in the ethos and culture? Will clients leave as they do not like the new name? Will employees leave as clients are leaving? Will the entire business come crashing down?

     

    As someone had told me early in my career, “An agency is as good as the client.” This adage has had a 100% success rate in my professional career till now across eight organisations, six as a client and two as an agency. At every stage, whatever the context or occasion, the communication output has been as effective, efficient and enriching as the quality of the brief, the level of the involvement and most importantly, the depth of the understanding. Right across conventional advertising to media planning to digital marketing to out-of-home to on-ground activation and event management.

     

    Just like brands have grown being with the right communications partner, so have the partners grown continuing with the right brands. The relationship is mutually impactful. If HTA / JWT / WP is the intellectual behemoth that it is today, it is because its relationships with certain brand behemoths have endured over decades. And these relationships have built its reputation. Just like any superstar, more than 50% of its work would be mediocre or pedestrian but it is that balance that has created the magic for it.

     

    Over the years I have realised that using “partner” in place of agency and “brand” in place of client works better if you keep repeating them a thousand times in your head as then you start respecting the agency more as a partner and a client more as a brand. That makes a huge difference in the relationship and the quality of the communication.

     

    Fiat became FCA. Peugeot became PSA. Then Fiat and Peugeot became Stellantis. One may argue that only the corporation names have changed while the customer-facing brands have remained the same. Okay. Ciba-Geigy and Sandoz became Novartis. ICI became Akzo Nobel. Sakura became Konika. Vam Organics became Jubilant. Phoenix became Firefox. Danone’s Bio became Activia. Bombay became Mumbai. The legacy brands wore new clothes and went about their work. The earth did not part consuming them for this act of blasphemy.

     

    In fact, most of them benefited from donning a new name. it gave a new sense of purpose and direction. And the customer was the biggest gainer. In the enthusiasm of the new name, new ways of customer delivery, product innovation and delight were conjured up by the same team, almost like saying, “We have not only changed, we have gotten better!”

     

    Advertising has evolved into communication. Communication is going through a tectonic change with the AI interface now rubbing shoulders with the creative human being. Mediums and methods are changing as rapidly as you can say “James Walter Thompson”. The new name VML has been consciously chosen to denote a fresh look at the world of communication. The consumer is changing. The brands needs to change. Should not the communication partner change too? As long as the people are the same and the intellectual capital only increases, the lamenters can rest easy. The clients will not run away. Neither will the employees. Nor will the operating standards fall.

     

    As long as the ‘p’ of Thompson remains intact.

    ‘P’ for partner.

    Cheers.

     

  • American Oncology Institute’s #PassTheQRCode campaign

    By Our Staff

     

    Aiming to encourage awareness on early detection of breast cancer through self-breast examination, American Oncology Institute (AOI), a leading chain of cancer care hospitals, has introduced its extended breast cancer awareness initiative, ‘Pass The QR Code’.

     

    Said Tina Choudhury, Campaign Brand Lead, CTSI: “Breast cancer is a battle that we can win through early detection. With this principle in mind, we launched the ‘The Pink Ribbon Collection’ campaign in 2022. In a significant achievement, this thought-provoking campaign received five prestigious accolades at the Abby One Show Awards 2023. It surpassed our expectations, garnering broad recognition for its profound impact of touching millions of lives. Subsequently, we expanded its scope with ‘Pass The QR Code’ to encourage individuals to share this heartfelt reminder with their loved ones, reinforcing the importance of routine self-breast examinations and the potential to save lives. We urge everyone to embrace this initiative as an emblem of empathy and care, seamlessly integrating it into their daily lives.”