MxMIndia

Author: Our Staff

  • Orr joins DCA’s existing roster including Janhvi Kapoor, Sara Ali Khan, Tiger Shroff, and more

    Uff! Karan Johar’s Dharma Cornerstone signs Orry

    Dharma Cornerstone Agency (DCA), a joint collaboration between Karan Johar and Bunty Sajdeh, announced the signing of social media personality Orhan Awatramani popularly known as Orry. The partnership will strengthen the influencer marketing portfolio of DCA, notes a comadding to the existing bouquet of services of the brand.

    Said Kim Sharma, EVP – New Media, DCA shared her excitement: “Orry represents the epitome of the modern-day influencer dynamic with his creativity and forward-thinking. We are delighted to welcome him to our family at DCA. This association not only strengthens our presence in influencer marketing but also fosters trust in us.”

  • Campaign conceptualised by VML

    New TVC launched for Pass Pass Pulse

    DS Group has launched a new TVC for Pass Pass Pulse, the hard-boiled candy. The brand’s foundational message, ‘Pran Jaaye Par Pulse Na Jaaye’, is echoed once again in the film, where Saurabh Shukla and Abhishek Banerjee take centerstage. It is conceptualised by VML (earlier Wunderman Thompson (Delhi)).

    Commenting on the occasion, Arvind Kumar, General Manager, Marketing, DS Foods, DS Group, said: “DS Group’s Pulse is all about a great tasting candy that you would never share with anyone. Our campaign line ‘Pran Jaaye Par Pulse Na Jaaye’ talks about this in a simple yet creative manner. This latest TVC brings this to life with yet another hilarious story that showcases people going to any extent when it comes to procuring/hiding their Pulse candy.”

    Ådded VML’s Sundeep Sehgal: “Pran Jaaye Par Pulse Na Jaaye is a promising idea that we have built over the years. To take things a notch higher, we developed yet another ad that showcases unique ways people adopt to hide their Pulse candy. We had a lot of fun making it and we are sure that the audiences will find it super entertaining.”

  • Featuring Shankar Mahadevan

    Air India launches new brand track: ‘India Takes Flight’

    Air India unveiled a signature track defining its sonic identity, ‘India Takes Flight’, reflecting, as it calls it, the “sound of a bold, vibrant, and confident India”.

    Air India’s new sonic identity is a jugalbandi (musical collaboration) featuring recent Grammy awardee and acclaimed musician Shankar Mahadevan, renowned percussionist and composer Taufiq Qureshi, celebrated lyricist and writer Prasoon Joshi, and London’s revered Royal Philharmonic Orchestra.

    Said Sunil Suresh, Head, Marketing, Air India: “We wanted to create a melody that embodied the Indian spirit. We also wanted to capture a universality that brings people together. This musical odyssey accomplishes it expertly, and as the country’s flag-bearer, we are proud to carry this to the world.”

    Added Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India: “I am incredibly honoured to be a part of this collaboration that embodies Air India’s new global brand identity. Air India always had a sense of rooted cultural ethos. This ethos is not inward looking but connects and welcomes the world. This track signifies Air India the brand on the ascent, one that emanates from the roots but goes on to embrace the skies.”

  • A refresh in 14 years

    Pepsi refreshes look at the Gateway

     

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    A post shared by Pepsi India (@pepsiindia)

    Pepsi took over the Gateway of India in Mumbai to unveil its new look as it rolled out its first visual identity change in 14 years. The carbonated soft drink took over the monument with a digital artwork that showcased the reveal of new Pepsi visual identity in an inflatable installation.

    Sharing her excitement, Shailja Joshi, Category Lead, Pepsi Cola, PepsiCo India, said: “We are thrilled to reveal Pepsi’s refreshed visual identity and new logo, embodying unapologetic modernity and the iconic status of Pepsi. The fresh design language reflects the invigorating spirit of Indian youth and their boundless pursuit of possibilities. The unveiling of Pepsi’s updated visual identity at the iconic Gateway of India, through a unique installation, signifies our celebration of an exciting new chapter. We’re delighted to bring the new logo to India and are positive that Pepsi enthusiasts nationwide will embrace and connect with the bold new era of the brand in 2024.”

  • Will be launching a series of TV and digital campaigns

    Ananya Panday partners with Tresemmé

    Tresemmé, the hair care brand, has partnered with actor Ananya Panday. To kick off the arrangement, Tresemmé will launch a series of TV and digital campaigns featuring her.

    Said Harman Dhillon, Executive Director, Beauty & Wellbeing, at Hindustan Unilever Limited (HUL): “We are thrilled to welcome Ananya Panday to the Tresemmé family.  Ananya embodies the spirit of the modern woman who is bold, confident, and aspirational. We strongly believe she is the perfect fit for Brand Tresemme which has always helped women look and feel her best, every day, not just salon days. She will inspire our consumers to embrace their individuality and express themselves through their hair.”

  • Campaign conceived and scripted by Leo Burnett

    ICICI Pru unveils new brand campaign

    ICICI Prudential Life Insurance unveiled its latest brand campaign, Zimmedari lagey pyaari. The campaign conceived and scripted by Leo Burnett will be broadcast across TV channels in five languages – Hindi, Marathi, Tamil, Telugu and Bengali.

    Speaking at the launch of the campaign, Anup Bagchi, MD and CEO, ICICI Prudential Life Insurance, said: “The launch of our new brand campaign “Zimmedari lagey pyaari” showcases responsibility as an ‘Expression of Affection’ and marks a milestone in reshaping the life insurance narrative. The underlying thought of the campaign is to reposition life insurance as equipping individuals to fulfil their responsibility.”

  • Campaign by Tilt Brand Solution

    Sara Khan features in Shopsy TVC

    Shopsy by Flipkart, hypervalue e-commerce platform, has released its brand new campaign with Sara Ali Khan to announce the launch of the Grand Shopsy Mela, its biggest sale event of the year (from March 12 to 17).

    Commenting on the campaign, Kapil Thirani, Head of Shopsy, Flipkart, said: “At Shopsy, we are committed to providing an affordable, diverse, and accessible shopping experience that meets the evolving needs of our customers. The new television commercial aims to capture the essence of family shopping by highlighting the extensive selection and attractive prices that surprise and delight customers. This campaign emphasizes our commitment to value-driven shopping and sets the stage for the highly anticipated Grand Shopsy Mela, where we redefine affordability and choice.”

    Added Adarsh Atal, Chief Creative Officer, Tilt Brand Solution: “For the Grand Shopsy Mela campaign, we wanted to focus on consumers who shop for everyone in the house and make their families happy with the purchases they make with grand deals. The Grand Shopsy Mela is a quintessential family event, and Shopsy offers something for everyone at great value during this sale. This campaign shows Sara Ali Khan – the family’s shopper getting undiluted expressions of both admiration and applause because she is able to get great products at an affordable price that brings joy to everyone in her family.”

  • To Elevate Indian esports

    Nodwin Gaming & JSW Sports announce partnership

    Nodwin Gaming, the gaming and esports media company, has announced a partnership with JSW Sports to monetise and market its gaming, esports and cultural intellectual properties (IPs).

    Commenting on this strategic partnership, Akshat Rathee, Co-founder and Managing Director of Nodwin Gaming said: “We at Nodwin Gaming are thrilled to announce our partnership with JSW Sports, a momentous milestone in the esports ecosystem. Nodwin Gaming’s technical knowhow and leadership in the esports and gaming domain, combined with JSW Sports’ commercial expertise, positions us to unlock unprecedented opportunities in the distribution and monetisation of esports content. Our shared goal is not only to empower the esports ecosystem but also to establish new benchmarks for the future. While there’s much work ahead, the excitement and possibilities are boundless!”

    Speaking on the partnership, Divyanshu Singh, COO, JSW Sports, added: “India has one of the largest esports viewing audiences in the world, estimated at roughly 150 million viewers. That number swells up to 290 million when you combine it with both, esports playing titles and fans. Talking more numbers, In 2024, the revenue in the esports market is forecasted to reach US$124.8m, and that number will only grow exponentially in the years to come. In JSW Sports and Nodwin, we see two market leaders with the kind of synergies to capitalize on these trends, and change the game when it comes to distributing and monetizing esports content.”

  • To "redefine" the streaming landscape

    OTTplay Premium, RunnTV Join Forces

    OTTplay Premium, the AI-powered streaming, recommendation, and content discovery platform, , has announced the strategic onboarding of RunnTV, a digital platform.

    Said Avinash Mudaliar, CEO and Co-founder of OTTplay: “This synergistic alliance with RunnTV signifies a remarkable stride for OTTplay Premium. We are thrilled to unite with RunnTV to create a personalized streaming experience for our users. The fusion of our AI-based recommendation engine with RunnTV’s thematic channels is set to offer a refined and valuable entertainment landscape.”

    Added Manish Sinha, Founder & CEO of RunnTV: “We are thrilled to announce our partnership with OTTPlay as we continue to expand our reach and bring RunnTV to more and more Indian audiences. This collaboration marks a significant milestone in our growth journey, allowing us to leverage OTTPlay’s extensive and innovative discovery and distribution platform to connect with more users. Together, we look forward to delivering unparalleled value and experiences to our shared audiences.”

  • As President & Chief Strategy Officer, South Asia

    Narayan Devanathan back to helm Dentsu

    Dentsu has appointed Narayan Devanathan as President & Chief Strategy Officer, South Asia. He will report to Harsha Razdan, CEO, South Asia, Dentsu.

    In his new capacity, Devanathan is entrusted with the task of executing the network’s strategy to deliver industry-defining client solutions at the intersection of marketing, technology, and consulting.

    His mandate includes bringing together the strategy and planning teams across various critical practices including creative, media, and customer experience (CX). Further, Devanathan will also set up and run the business transformation, sustainability consulting, innovations, startup growth partnerships, expert alliances, and knowledge verticals across the group.

    Commenting on the appointment, Razdan said: “Dentsu stands as an unparalleled powerhouse of creativity, innovation, and exceptional talent. Our goal is to enhance our customer focus, adaptability, and inventiveness as we embark on the next phase of our growth journey. We aspire to be the primary choice for clients seeking progress for themselves and their customers in marketing, technology, and consulting. Narayan’s appointment seamlessly aligns with our global strategic vision. He has proven himself to be an invaluable asset at Dentsu – a remarkable individual, a distinguished leader, and an outstanding professional. I wholeheartedly welcome Narayan to his new role.”

  • …for India and Neighbouring Countries

    Bacardi announces Mahesh Kanchan as Marketing Director

    Bacardi India Private Limited has announced the appointment of  Mahesh Kanchan as the company’s new Marketing Director, Bacardi India & neighboring countries. He was earlier CEO of Del Monte Foods India.

    “We are thrilled to have Mr. Mahesh Kanchan join Bacardi India’s leadership team,” said  Vinay Golikeri, Managing Director, Bacardi India & Neighboring Countries, adding: “His strategic expertise and proven ability to drive brand growth align with Bacardi’s vision for the Indian market. With India’s alcobev market continuing to grow into one of the largest globally across categories, we will look to his expertise and guidance to lead our strategic marketing in a direction that meaningfully connects and resonates with our audiences across the country.”

  • An ode to all women investing their 'LIVES' in everyone around them

    Research & Ranking launches #InvestorsForLife Campaign

    Research & Ranking, the equity investment advisory brand and a part of Equentis Wealth Advisory Services Limited, has announced the launch of its #InvestorsForLife campaign, an ode to the countless women who selflessly dedicate their lives in the betterment of their loved ones.

    Said Alok Arya, Chief Marketing Officer of Research & Ranking: “At Research & Ranking, we advocate long-term investing as the path to success. This mind-set demands commitment, discipline, consistency, and patience – qualities inherently reflected in a woman’s ability to nurture. At every turn, they invest in us and our relationships, fostering lifelong growth. While everyone is an investor in some capacity, women are #InvestorsForLife. Through this campaign, we aim to bring light to their invaluable contributions and honor their immeasurable impact on the world. As a token of gratitude, we’ve created #InvestorsForLife badges for male colleagues to wear, symbolizing appreciation for their female counterparts.”

    The film shows a montage of heart-warming scenes where women and girls in different roles are taking care of people around them and investing their time and efforts. The slice-of-life visuals are paired with an emotional VO in a male voice to express gratitude.

    The Creative Agency Digital Refresh Networks has shot and edited the video. The campaign is being promoted across all major social media platforms such as Facebook, Instagram, Twitter, LinkedIn and YouTube.