MxMIndia

Author: mxmadmin

  • Films have been conceptualised and executed by Leo Burnett India

    IndusInd campaign for MCWC23

    By Our Staff

     

    IndusInd Bank has introduced a brand campaign aimed at promoting its hyper-personalised financial app, Indie. It is conceptualised and executed by Leo Burnett India.

     

    Speaking about the campaign, Charu Sachdeva Mathur, Head – Digital Banking & Strategy (Existing Business), IndusInd Bank, said: “The new brand campaign reflects IndusInd Bank’s unwavering commitment to customer-centricity and the advancement of the Bank’s Digital 2.0 journey. With Indie, we’re revolutionising banking into a seamless and tailored experience, where ` individual needs and preferences take centre stage. The campaign symbolizes our mission to redefine the everyday banking experience, simplifying it and making it more convenient.”

     

     

  • The last date for receiving entries is November 20, 2023

    Unesco media & info literacy alliance announces creative contests

    By Our Staff

     

    The Asia-Pacific Regional Committee of the United Nations Educational, Scientific and Cultural Organisation (Unesco) Media  and Information Literacy Alliance  has announced the Global Happiness Festival to be held under the aegis of the Media and Information Literacy Week 2023.

     

    Dr Ali Reza Bastani
    Dr Ali Reza Bastani
    Jaisurya Das
    Jaisurya Das

    Speaking with MxMIndia, Dr Ali Reza Bastani, Unesco MIL representative for APAC and Chair, Unesco MIL APAC, said: ‘We look forward to India’s participation in the Global Happiness Festival launched to coincide with the Global Media and Information Literacy week 2023.  This will be followed by several interesting webinars, events and more. We are also in the process of approaching top universities in our region to collaborate with us in developing a world class curriculum for Media and Information Literacy. ‘

     

    Added Jaisurya Das, Vice-Chair, Unesco MIL APAC: “Media and information literacy is an interdisciplinary course that encompasses a plethora of subjects to empower audiences . MIL will catalyse  insights and reflect people’s thoughts and intentions. Human beings are social creatures who need to communicate with each other and if this communication is both rational and practical,  it will lead to Sustainable Development,” adding: “Envisioning a happy society promises the world a new generation, equipped with a deep sense of peace, freedom, and justice.”

     

    The target group for the MIL Week 2023 includes creatively-inclined individuals in society from across the globe including students, who can participate in these events/ activities focussed on the theme of Happiness:

    :: Creative Photography

    :: Creative Posters

    :: Short Film [Maximum Duration: 60 seconds]

    :: Creative Writing: Poetry, Essays

    :: Drama & Skits : [Maximum Duration: 180 seconds]

     

    For registration (it’s free!) and to submit entries, visit https://lnkd.in/gmgR6u2v. The last date for receiving entries is November 20, 2023.

     

  • Freedom, in the most profound sense, is a complete absence of or total, unconditional access, writes Ashoke Agarrwal

    The Conundrum of Access & Choice

     

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalSociologists and economists perceive the social and economic raison d’etre of advertising and marketing as offering more access to goods and services and information about them to economies and societies. In contrast, most marketers and practitioners of advertising would believe that their discipline is about driving choice.

     

    Are access and choice two sides of the same coin? Semantically, more access is akin to more choice. However, look more closely, and one will find that what bridges access and choice is what marketers and advertising people term “consideration set”.

     

    Most marketers and advertising people would want the brand they work on to belong, due to their efforts, to a consideration set of one or, failing which, the smallest consideration set possible; thus, in psychological terms, minimising access.

     

    In this difference between the societal and economic imperative of access and its working on the ground as choice lies the conundrum of access and choice that goes beyond the world of brands into the very structure of human society.

     

    The promise of access lies at the heart of the Internet and Social Media revolutions. Access to information, education and diverse perspectives, many believed, would be the antidote to ignorance and intolerance. The reality has proven to be almost the polar opposite. In the age of information overload, the access to knowledge that was supposed to invite us has driven us apart. In the world of 24×7 news, remote sensors and satellite imagery, half the world does not agree with the other half on who bombed a particular hospital in Gaza. Instead of fostering open-mindedness, the Internet has provided fertile ground for the growth of echo chambers, where individuals are exposed only to information that aligns with their existing beliefs. Social scientists call this phenomenon confirmation bias, where people seek out and accept information that confirms their preconceived notions while dismissing or ignoring contrary evidence. The stronger the confirmation bias, the smaller the consideration set.

     

    As Eli Pariser, the author of “The Filter Bubble “, notes, “The Internet is showing us what it thinks we want to see, but not necessarily what we need to see”.

     

    In truth, the power of the confirmation bias and the consideration set lies in human nature. Psychologist Barry Schwartz popularised the concept of “The Paradox of Choice” in his book of the same name. Schwartz argues that while we might assume that more options lead to greater satisfaction, the reality is often the opposite. When we have an overwhelming number of choices, we become paralyzed by decision-making, leading to increased anxiety and decreased overall satisfaction with our choices; in other words, cognitive dissonance.

     

    This paradox extends beyond shopping or entertainment choices to higher-order aspects like career decisions, lifestyle choices, and relationships.

     

    An ancient philosophical dilemma – ‘Buridans’s Ass’ – is an extreme example of the paradox of choice. A hungry donkey placed precisely between two identical stacks of hay starves to death, unable to choose between equally appealing options.

     

    In advertising, the paradox of choice explains the increasing prevalence of emotional and affective appeals over functional and rational appeals.

     

    Suppose an ad was to give three rational reasons why one model of car scores over the competition; it would nudge the consumer into a rational evaluation of choices and thus into the paradox of choice. On the other hand, if the ad were to applaud the status-enhancing, sex-appeal-enhancing decision of the consumer to plonk for the model, it would nudge the consumer to a comfort-inducing nirvana of “little-choice”.

     

    Freedom, in the most profound sense, is a complete absence of or total, unconditional access. The tramp with no possessions, money, or home has no access to all the freedom in the world; of course, he has no desire to be anything but a tramp. The billionaire who has access to anything he desires also has freedom. It is the large swathe of the world in the middle that trades freedom for access only to seek to constrain access to confirmations, biases and consideration sets.

     

  • At AdAsia Seoul

    Ramesh Narayan presented AFAA Honorary Life Member Award

    By Our Staff

     

    Advertising agency veteran Ramesh Narayan was presented with the AFAA Honorary Life Member Award at the AdAsia Congress being currently held at Seoul Korea.

     

    The award was presented at the inaugural session of the AdAsia by Srinivasan Swamy, Chairman Asian Federation of Advertising Associations (AFAA) on October 25, 2023. With this Narayan becomes the only person to be presented all the three prestigious awards that AFAA presents every alternate year at the AdAsia.

     

    In 2015 he was presented the AFAA Special Merit Award at AdAsia Bali and in 2021, at AdAsia Macau he was inducted into the AFAA Hall of Fame.

     

    Said Swamy, “This award seeks to honour the enormous contribution Ramesh Narayan has made to AFAA and to the global advertising and marketing community.”

     

  • To redefine in-lift advertising

    Schindler India has joined forces with Times OOH

    By Our Staff

     

    Schindler India has joined forces with Times Innovative Media Limited (Times OOH), a part of Times of India Group to redefine in-lift advertising.

     

    Commenting on the strategic collaboration, Nitin Chalke, CEO of Schindler India, said: “Our elevators are evolving into compelling communication platforms and channels that can be served and managed from a single source, allowing us to share spectacular entertainment and essential information with passengers daily, enhancing in-lift digital advertising experiences. Teaming up with Times OOH, a market leader in OOH advertising, we’re poised to revolutionize how brands connect with audiences. This collaboration brings cutting-edge technology and creative prowess to our in-lift digital screens, fostering captivating interactions. Times OOH’s proven track record in the Indian OOH advertising space aligns seamlessly with our commitment to innovation. Together, we’re set to elevate advertising within the confined spaces of elevators, creating memorable moments for viewers and unlocking new avenues for brands to shine. With a growing number of residential complexes and office spaces across urban metropolises and tier 1 and tier 2 areas, the Indian DOOH advertising space is poised for exponential growth. This trend is further accentuated by the fact that elevators are naturally suited for OOH advertising.  They’re confined spaces where people actively seek distractions, and ads can effortlessly capture their undivided attention.”

     

    Added Shekhar Narayanaswami, President of Times OOH:  “Regarding our association at Times OOH, our mission is to revolutionize untapped avenues with the potential to foster direct engagement between brands and their target audience. We find in-lift branding particularly fascinating as it provides an ample opportunity to create high recall brand value through one-on-one communication. It’s a pleasure to collaborate with Schindler India, a standout player in their industry. With our extensive experience in managing premium spaces like airports, city media, and agency business, we view in-lift branding as another successful addition to our portfolio.”

     

  • To elevates safety and skills for global best practices

    Netflix conducts workshop for stunts and SFX communities in India

    By Our Staff

     

    Netflix has announced taking care of safety and skills for the Stunts Community in India. It has partnered with the Movie Stunt Artist Association to conduct a stunt workshop aimed at demonstrating the global best practices in ensuring the safety of stunt performers and crew members during the production of films or series.

     

    Said Aejaz Gulab, leading action director and the General Secretary of Movie Stunt Artist Association: “Our goal is to minimize the risks involved in performing stunts and creating stunning visuals on screen for the entertainment industry. We also aim to address the medical and legal responsibilities related to skill progression.”

     

    Added Manas Malhotra, Director, Production at Netflix India: “Members of the stunts and SFX community have been doing inspiring work. This workshop focuses on bringing in global best practices and incorporating our learnings from other industries to elevate safety practices on sets in India. We believe in pushing the boundaries of creativity and innovation while ensuring that safety is never compromised.”

     

  • Emphasising the importance of timely diagnosis and informed decisions

    Redcliffe Labs launches breast cancer awareness campaign

    By Our Staff

     

    Redcliffe Labs, the diagnostics service provider, has launched a breast cancer awareness campaign, ‘Pinktober – Care for Cure,’ as a part of its commitment to advancing healthcare.

     

    Said Dr Sohini Sengupta, Medical Laboratory Director at Redcliffe Labs, Redcliffe Labs: “Breast cancer affects millions of women worldwide, and early detection can be a lifeline. ‘Pinktober – Care for Cure’ is not just a campaign; it’s a movement. It’s a call to action for individuals to take charge of their health, to be proactive, and to support one another. By spreading awareness and fostering a culture of informed decision-making, we can save lives and offer hope to those affected by breast cancer.”

     

  • To empower agents with technology for loan advisory

    Pratik Gandhi roped in by Basic Home Loan for brand film

    By Our Staff

     

    Basic Home Loan has launched its campaign ‘Tarakki Pakki’ with Pratik Gandhi of Scam 1992 Fame.

     

    Commenting on the campaign’s launch, Atul Monga, founder at Basic Home Loan, said: “Our larger goal is to digitise the home loan journey in India, where agents focus on their strength of advisory and technology enables them to connect with their customers more seamlessly, effectively and efficiently. Through the campaign, we want to highlight the promise of growth, best tech for deployment and success for agents who work with us for fulfilment of customer’s housing dream.”

     

  • Also announces Jury Presidents

    Spikes Asia 2024 opens for awards submissions

    By Our Staff

     

    Spikes Asia, the award for creativity and marketing effectiveness in APAC, has announced that submissions are open for 2024, in addition to revealing the Jury President line-up.

     

    New for 2024 are the Gaming Spikes, which will celebrate creative work that connects people to brands through gameplay. Submissions will need to demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience, while driving commercial success.

     

    Inaugural Jury President of the Gaming Spikes, Joey David Tiempo, Founder & CEO, Octopus&Whale, the Philippines, said: “Being the President of the Entertainment, Music, and Gaming Jury at Spikes Asia is a tremendous honour, especially with the exciting addition of the Gaming Spike in 2024. Gaming has evolved into a cultural force, infusing its creative potential into marketing that connects with dedicated communities around the world. It’s thrilling to witness this alongside the groundbreaking strides in entertainment and music. Asia’s longstanding dominance in gaming is finally being recognised – a testament to the incredible talent and innovation thriving in this dynamic region. Let’s embrace the future of creativity!”

     

    The Spikes Asia 2024 Jury Presidents have been named as the following:

     

    Brand Experience & Activation, Creative Commerce, Glass: The Award for Change, Integrated and Grand Prix for Good Jury President:

    Valerie Madon, Chief Creative Officer, APAC, McCann Worldgroup, APAC

     

    Creative Data and Innovation Jury President:

    Mandy Hou, Chief Digital Officer, EssenceMediacom, Mainland China

     

    Creative Effectiveness and Creative Strategy Jury President:

    Aditya Kanthy, CEO and Managing Director, DDB Mudra Group, India

     

    Design and Industry Craft Jury President:

    Takahiro Hosoda, Chief Creative Officer, TBWA\HAKUHODO, Japan

     

    Digital Craft and Social & Influencer Jury President:

    Jax Jung, Global Creative Director, Cheil Worldwide, Global

     

    Direct and Outdoor Jury President:

    Alice Chou, Chief Creative Officer, Dentsu Creative, Taiwan

     

    Entertainment, Gaming and Music Jury President:

    Joey David Tiempo, Founder & CEO, Octopus&Whale, The Philippines

     

    Film Jury President:

    Tony Bradbourne, Founder, Special, New Zealand

     

    Film Craft Jury President:

    Rob Galluzzo, CEO, FINCH, Australia

     

    Healthcare Jury President:

    Lyndon Louis, Executive Creative Director, BrandCare Asia, India

     

    Media Jury President:

    Sapna Nemani, Chief Solutions Officer, Publicis Groupe, APAC

     

    PR Jury President:

    Emily Poon, President, Asia, Ogilvy Public Relations, APAC

     

    Print & Publishing and Radio & Audio Jury President:

    Guan Hin Tay, Creative Chairman, BBDO, Singapore

     

  • For modern brand, risk and reputation management

    Ipsos launches AI-powered insights platform

    By Our Staff

     

    Market research major Ipsos has announced the launch of Ipsos RISE: a platform for modern brand, risk and reputation management. Powered by AI and perfected by Ipsos’ world-class Corporate Reputation and Public Affairs experts, Ipsos RISE (Reputation Intelligence for Strategic Evaluation) is designed to “guide organisations with confidence as they navigate today’s complex and fastmoving corporate risk landscape”.

     

    Said Lorenzo Larini, CEO of Ipsos North America: “With brands and businesses expected to solve societal wrongs, positively impact their communities, and lead on ESG issues – all while delivering value to shareholders and stakeholders –reputation management has never been more critical or more challenging,” “Combining the speed and efficiency of digital data solutions with the analytical rigor of survey-based research, Ipsos RISE delivers a unique and focused solution for the evolving needs of brand and communications leaders, risk managers, and public affairs teams.”

     

  • Inspires women to take care of their bone and joint health

    Centrum OstoCalcium unveils new TVC

    By Our Staff

     

    Centrum OstoCalcium, marketed by Haleon (eka GlaxoSmithKline Consumer Healthcare) has unveiled a new television campaign, ‘Do Haddiyon Ko Dum with OstoCalcium’.

     

    Commenting on the TVC launch, Anurita Chopra, Head of Marketing, Haleon ISC, said: “The latest TVC from Centrum OstoCalcium reflects our unwavering dedication to empowering women in placing their health as a paramount need. In Indian households, women often stand as the backbone of their family’s health. Nonetheless, they usually neglect their personal well-being for the sake of their families.

     

    Added Garima Gupta, Category Head – Vitamin & Mineral Supplements, Haleon ISC: “Our goal is to instil a sense of empowerment in women by narrating tales about tenacity, perseverance, and triumphs, empowering them to take charge of their own wellness journey. This journey begins with fundamental nutrients such as calcium and vitamin D, which play a pivotal role in maintaining strong and healthy bones.”

     

  • To elevate product success in the marketing community

    Future Factory dedicates campaign to World Manufacturing Month

    By Our Staff

     

    Future Factory, a global design and consulting company, has launched an awareness campaign aimed at the marketing community, engaging brand and marketing key stakeholders in conversations about product design.

     

    Said Jashish Kambli, Founder of Future Factory: “One out of seven products succeed and most product failures can be attributed to unsolved design challenges. With this campaign, we intend to emphasize on the pivotal role design plays in shaping the perception and performance of a product in the market. Our aim is to raise the bar on the expectation of design.”