MxMIndia

Author: mxmadmin

  • With brand ambassador, Nikhat Zareen

    Lifespan launches its first TVC

    By Our Staff

     

    Lifespan, the manufacturer of nutraceuticals, herbal, ayurvedic, and personal care products, has unveiled its latest TVC featuring its brand ambassador, boxing champion Nikhat Zareen.

     

    The TVC, crafted by PAD Integrated Marketing & Communications, captures Nikhat Zareen’s journey, from her strenuous training sessions to her triumphant moments in the ring.

     

    Speaking on the campaign, Founder and CMD of Lifespan Industries, Narendra Ram Nambula said: “In the world of sports and nutrition, there are tales that inspire and define greatness. Nikhat’s journey from being an underdog hailing from the small city of Nizamabad in Telangana to becoming a world champion is one such remarkable narrative. Through Nikhat Zareen’s story, our aim is to inspire people and make them realize that the impossible can be achieved. As a brand, Lifespan envisions to empower individuals to reach their full potential, both in the world of sports and in life. We strive to offer the necessary fuel to achieve high-performance results for world champions like Nikhat. We firmly believe that with unwavering determination and the right nutrition support, anyone can achieve greatness.”

     

    Added Vivek Reddy, Co-founder and Creative Director at PAD Integrated Marketing & Communications: “Telling a real story can be challenging, particularly when re-enacting events in an individual’s life. Nikhat’s extraordinary journey is one of those rare underdog stories deserving of an honest narrative that organically ties back to the brand’s purpose of “delivering results” because that is all that matters.”

     

     

  • Created by Ogilvy South

    Fortune Chakki Fresh Atta launches TVC

    By Our Staff

     

    Adani Wilmar, the food and FMCG company, has launched a new TVC.

     

    Speaking about the TVC, Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar, said: “Fortune Chakki Fresh Atta is one of the fastest-growing brands in the category. Consumers vouch for its consistently great quality, which makes it easy to knead and consistently deliver soft rotis. Over the years, we have come to better understand our consumers and their lives, as well as the role that Fortune plays in their lives. We seek to make their lives a little easier through a perfectly ground atta that is easy to knead and makes delicious soft rotis. This film is a labour of love, a tribute to the lives of those we serve. Of the trials and tribulations of earning our daily bread (Roti Ki Mehnat). Of the warmth & harmony of Indian homes today. Of the shared responsibility among couples to balance home and work. We hope it will touch you, the way it touched us.”

     

    Added Puneet Kapoor, Chief Creative Officer, Ogilvy South: “While contemplating the product proposition of a flour that effortlessly binds, we recognised the irony: easy to knead, yet hard-earned. This reflects the daily struggle of numerous Indian middle-class families, where couples toil tirelessly, whether in the workplace or as homemakers, just to put bread on the family table. This ad is an ode to such working-class heroes.”

     

     

  • As long as the brand behaves confident and justifies its price offers, it offers great value, writes Avik Chattopadhyay

    Value Brand vis-à-vis Discount Brand

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayThere is an ‘End of Season’ offer from Levi’s that you get two pieces of apparel for every two pieces you buy. People in WhatsApp groups I am part of are already sharing this offer exclaiming it’s a terrific deal. At the same time, many in the same groups are writing off the Maruti Suzuki Jimny as it is going on Rs 2 lakh off the sticker price. One is great “value” while the other is simply a “discount”.

     

    What really distinguishes a consumer offer as a value offer from one that is scoffed at as a desperate one? I think there is a very thin line dividing them.

     

    Amazon Prime’s annual membership fee was terrific value.

    Netflix slashing its monthly single device fee to Rs199 was a desperate discount.

     

    Levi’s offering ‘Buy 2, Get 2’ as an ‘End of Season’ is terrific value.

    Cantabil offering the same throughout the year is a desperate discount.

     

    Having spent my life in brand management and marketing, I have always grappled with finding the balance between an offer and a discount…a strategic move versus a desperate measure. Having faced failure from close quarters, this marketing puzzle continues to put my fraternity in a tizzy, from soaps to SUVs.

     

    What must be going on in the mind of the brand manager of the Jimny?

    What must have always eaten into the minds of the people who run Cantabil?

    What makes Indian brands join the ‘Black Friday; bandwagon while we have our own Diwali / Puja season?

     

    Timing is critical

    When you plan your special offers sets the tone of the promotion’s correlation with the brand’s positioning. If it coincides with the traditional periods of promotional sales, you are not a sore thumb. In fact, people expect the most popular brands to offer their best on these special occasions the prospective customers save up for.

     

    If it is too soon after your launch in a market, be ready for the jibes and barbs. Even if you realise you need to make a strategic pricing recalibration, doing it soon after your launch is not very clever. If you need to clear immobile inventory, convert it into a special edition or a limited edition, add some features or freebies and then push it out. Luxury brands are masters at this game, from fancy coffee machines to cars. If you cannot think up such a fix, then just bear the pain for some more time and wait for the right time.

     

    Most apparel brands plan their offers during the bi-annual ‘End of Season’ periods. I know of uber HNIs waiting for these periods to stock up on their Hugo Boss wardrobes.

     

    Context is key

    You may also choose your ‘time’, based on brand milestones like anniversaries, founder’s day, sales numbers and so on. That justifies the reason to offer a special price as part of an overall celebration. Volkswagen in India started the ritual of the ‘Volksfest’ in October as a celebration of the brand including special offers. An India-specific initiative, it coincides with the traditional festive season and seemingly does quite well for the brand.

     

    For this to actually work for the brand, it has to be aspirational enough to expect customers to wait for such occasions that stand apart from the traditional periods. ‘Cyber Monday’ was created as an extension of the Black Friday week encouraging people to shop online only as recent as 2005. Amazon has created a brand out of ‘Great India Shopping Festival’ and a significant part of digitally-abled India wait for this half yearly promotion.

     

    Market leaders like Maruti Suzuki could create its own promotion festival coinciding with its foundation day. That way, customers get to appreciate the brand better as it is associated with a key milestone, helping build a bond more emotional than merely transactional.

     

    Discounts need not be desperation

    There are brands that have developed discounting as a virtue than a handicap. Amazon gives you not only the range but also deep discounts. Reliance Retail does the same through Trends and Digital. Vishal Megamart caters to a certain economic stratum with the same benefit proposition.

     

    For other brands, discounting need not be made to look as a desperate measure. Even if it is a price recalibration or correction, the brand has to have the candour to admit so and pass on the same benefits to all previous customers of the same product. That way, nobody feels cheated. In fact, you convert them into brand advocates through your demonstrated ‘transparency’.

     

    As an example, we have always seen automakers increase prices due to rising input costs and a plethora of reasons cited by them to justify the act. There have been occasions when input prices have come down but not a single automaker has even brought its prices down, even if symbolic.

     

    In hindsight, I do not think there is anything as a ‘discount brand’. They are all ‘value brands’ for the market segments they target. What is a mere discount for me will be great value for someone else. And vice versa. A discount is not derogatory. We love it when it is offered as a “customised” offer to us as an individual buyer. As long as the brand behaves confident and justifies its price offers, it offers great value. And that is what really matters.

     

  • To managing retail clients

    Cheil wins Vishal Mega Mart biz

    By Our Staff

     

    Cheil has bagged the business for Vishal Mega Mart

     

    Said Hanish Batra, Head of Marketing, Vishal Mega Mart: “We look forward to our association with Cheil India and a great partnership in our ambition of making aspirations affordable for our customers.”

     

    Added Neeraj Bassi, Chief Growth Officer, Cheil India: “Vishal Mega Mart is a retail powerhouse enabling consumers to experience high end fashion across India. We are elated to partner with them in their quest to make fashion accessible to masses. We are eager to create benchmark creating work that sets new standard for fashion retail industry. This partnership will mark our foray into managing retail clients, which is a dynamic category in itself.”

     

  • Collaborates with Wipro Consumer Care and Lighting for a month-long campaign

    Laqshya Media lights up Juhu Beach

    By Our Staff

     

    Laqshya Media Group has collaborated with Wipro Consumer Care and Lighting for a month-long campaign to promote Chandrika soap in Maharashtra. The highlight of this campaign is a floating LED at Mumbai’s Juhu beach, measuring an impressive 66.6×23 ft.

     

    Notes a communique: “Utilising their in-house proprietary tool, Sharp, Laqshya identified ideal locations aligned with the target audience’s preferences. The campaign utilized a mix of formats, including Billboards, BQS, Bus Wraps, Unipoles, Digital screens, Railway Station Media, and Metro Media. The #ApneDeshkaGlow creative concept was seamlessly integrated, fostering deep connections with the audience across diverse out-of-home tools and social media platforms.”

     

  • For the video division

    Owled Media appoints Vaibhav Dhandha as ECD

    By Our Staff

     

    Owled Media, a marketing agency, has appointed Vaibhav Dhandha as Executive Creative Director (ECD) for the video division. In his new role, he will lead all creative initiatives within the video division.

     

    On the appointment, Ayush Wadhwa, Founder of Owled Media said: “We are thrilled to welcome Vaibhav Dhandha to the OWLED Media family. His outstanding track record and innovative spirit align perfectly with our commitment to delivering top-tier content to our clients. We look forward to the exceptional creative endeavors that his leadership will bring to our video division.”

     

  • To enable swift decision-making for film, OTT & TV industries

    Ormax Media launches campaign testing tool

    By Our Staff

     

    Media analytics firm Ormax Media has announced the launch of Ormax Campaign Express, its campaign testing tool for across theatrical, streaming and television categories. While Ormax Media has been testing campaigns for films and shows for 15 years now, Ormax Campaign Express, notes a communique, brings with it the capability to provide results within an express timeframe of just four days.

     

    Said Keerat Grewal, Head – Business Development (Streaming, TV & Brands), Ormax Media: “Despite the acknowledged need for it, campaign testing is sparingly used in the Indian entertainment industry due to a critical constraint – insufficient time for testing. Ormax Campaign Express acknowledges this challenge by providing our business partners with results and action points within a timeframe of just four days.”

     

    Added Sanket Kulkarni, Head – Business Development (Theatrical), Ormax Media, highlighting the tool’s potential impact on theatrical releases: “In times of content clutter, reduced attention spans and discerning audience behaviour, a good trailer is more important than ever before. The first reaction of the audience to the teaser or the trailer typically sets the level at which the film will open. All secondary assets can only have an incremental impact of not more than 10-15% at best. With Ormax Campaign Express, we can now deliver results of trailer testing, as well as evaluation of trailer options, in line with the industry’s requirement of quick decision-making”

     

  • To strengthen brand presence

    Volvo appoints Jyotsana Singh Kaushik as Director – Mktg & PR

    By Our Staff

     

    Volvo Car India has appointed Jyotsana Singh Kaushik as Director – Marketing & PR. With the two decades of experience in the fields of brand management, performance marketing, PR and communication, product strategy, and customer experience (CX), Kaushik has previously held marketing roles in GE Money, Tetra Pak, Aviva, Roca and Canara HSBC Life Insurance.

     

    Said Jyoti Malhotra Managing Director, Volvo Car India: “We are thrilled to welcome Jyotsana Singh Kaushik to Volvo Car India. Her extensive experience and remarkable track record in marketing and public relations will be invaluable to our team as we continue to strengthen our brand presence in the Indian market. We look forward to the innovative strategies and fresh perspectives she will bring to our organization. Jyotsana’s joining represents a significant step forward in our journey towards excellence, and we are excited about the opportunities that lie ahead with her on board.”

     

  • Reveals that just 60% of music creators can pursue their careers on a full-time basis

    EY survey on music publishing industry

    By Our Staff

     

    EY, better known as Ernst & Young, has launched a report on the state of the music publishing industry in India titled ‘The music creator economy: The rise of music publishing in India.’

     

    The report estimates that India generates over 20,000 original songs annually, contributed by 40,000 music creators. Music directly or indirectly generates over INR12,000 crore in revenues each year.

     

    Commenting on the survey findings, Ashish Pherwani, EY India Media & Entertainment Leader, said: “Music is an important part of India’s media and entertainment sector and is an important contributor to India’s Soft Power. Both local and international labels have driven the music segment’s sound recording revenues for a long time. However, music publishing revenues remain much smaller, given the differing views on its applicability and litigation.”

     

    Around 500 music creators participated in the study which indicated that their financial income is unpredictable and often limited:

    1. 87% of respondents would have liked to make a living off their music alone, but only 60% were able to do so

    2. Working outside of the traditional employer-employee relationship, one-time payments (upfront fees), live performances and royalties were the primary sources of income for most creators

    3. A majority strongly believed that they needed to learn more about music production and monetization

    4. Only 56% of respondents had access to the equipment and infrastructure required to produce music

    5. 35% of respondents reinvested more than 50% of their earnings from music on equipment, gear, software, and other infrastructure required to create music

     

  • A future-focussed full-funnel ad agency

    Aalap Desai launches Tgthr

    By Our Staff

     

    Aalap Desai
    Aalap Desai

    Aalap Desai, former Chief Creative Officer of Dentsu Creative West and Dentsu Creative Experience India, has announced the launch of Tgthr (Together), billed as a “future-focussed, full-funnel ad agency”.

     

    Speaking on the launch, Desai said: “The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job. The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive. That’s the idea behind Tgthr. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work.”

     

  • Earlier this year, RPSG Lifestyle Media appointed senior journalist Jamal Shaikh as Chief Operating Officer

    RPSG Lifestyle Media to launch Esquire India

    By Our Staff

     

    Whoever said there’s no future for magazines in India?! Industrialist Sanjeev Goenka’s RPSG Lifestyle Media has inked an agreement with Hearst Magazines International to launch Esquire India under a multi- year licensing agreement.

     

    Esquire currently has 18 editions worldwide, and the Indian edition will be its 19th. The announcement was made by Jonathan Wright, Hearst Magazines International President, and Avarna Jain, Chairperson of RPSG Lifestyle Media. RPSG Lifestyle Media already publishes Hello magazine, and a slew of other titles are also on the anvil.

     

    “We are excited to partner with RPSG Lifestyle Media to further expand Esquire’s global footprint. I am confident that this iconic brand, which is celebrating 90 years of high-quality journalism and a distinct point of view, will be an invaluable source of information for millions of men in India who are interested in fashion, style and culture,” said Wright in a statement.

     

    Avarna Jain
    Avarna Jain

    Added Jain, who is Goenka’s daughter, and is also Vice-Chairperson of music label Saregama (eka HMV): “Hearst Magazines is known for its carefully nurtured lifestyle titles that have gained iconic status around the world and we are delighted that they have chosen RPSG Lifestyle Media as partners in India for the launch of Esquire. We intend to take a 360-degree approach to maximise the potential of this legacy media title: we will lead with a high-quality print magazine and augment the offering with multi-platform digital and on-ground content that will reach wider audiences today. We hope that Esquire India will add nuance to the already discerning Indian men of taste.”

     

    Jamal Shaikh
    Jamal Shaikh

    The magazine is likely to be headquartered in New Delhi, and is said to be hiring key staff for its editorial, sales and other business functions. Earlier this year, RPSG Lifestyle Media appointed senior journalist Jamal Shaikh as Chief Operating Officer.

     

    So when’s the magazine scheduled for launch? Most like April 2024 or thereabouts.

     

    PS: Will the RPSG-owned Lucknow Super Giants players sport Esquire on their sleeves in IPL 2024?

     

  • Aims to replicate the success of other seven language editions to Marathi

    Asianet News launches in Marathi

    By Our Staff

     

    Asianetnews.com, the digital platform of Asianet News Media and Entertainment Private Limited (ANMEPL), has launched its eighth language platform in Marathi. The launch happened on Tuesday, December 5, in Mumbai.

     

    Maharasthra Deputy CM Devendra Fadnavis, amongst others, were present at the launch of Asianets all-new platform.

     

    Said Rajesh Kalra, Executive Chairman Asianet News Group: “With Maharashtra having the third most internet penetration in the country, Marathi is obviously a key language for Bharat. When we were looking at expanding into other languages, Marathi was a unanimous choice. We aim to be the most trusted source of news for Maharashtrians and provide a platform that disseminates high-quality content.”

     

    Added Neeraj Kohli, Chief Executive Officer, Asianet News Group: “We are aiming to replicate the success of our other seven languages to Marathi and justify the faith put in us by the people of Maharashtra. Our focus has always been on providing our audience with the most comprehensive, up-to-date, and honest coverage from the ground.”

     

    Said Group Chief Operating Officer Samarth Sharma: “We will be putting all our efforts to deliver ‘Straight, Bold, Relentless,’ news coverage to the Marathi diaspora spread across the world. With a strong team of journalists working round the clock, our news bureau is set to establish Asianet News Marathi as the most trusted source of news.”