MxMIndia

Author: Our Staff

  • Unites with 90s TV show CID stars

    Nykaa rolls out new campaign

     

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    Nykaa, beauty and lifestyle destination, has rolled out a new campaign in a nostalgic nod to the popular 90s TV show CID, Nykaa has brought back the iconic characters ACP Pradyuman and Daya in a collaborative video.

    Notes a communique: “The campaign fuses the world of skincare with the unforgettable catchphrases of CID to educate viewers on the essential Cleanser, Serum, Moisturizer, and Sunscreen (CSMS) skincare routine.”

     

  • For The MG Comet EV – The Street Smart Car

    Cheil X launches a new campaign

    Cheil X has launched a new campaign for MG Comet, showcasing it as a street smart car that adapts to the urban mobility needs with modern cities getting smarter day by day.

    Said Udit Malhotra, Head of Marketing, JSW MG Motor India: “The MG Comet EV is a car bred for the demands of the city and is loaded with features that liberate you from the shackles of narrow lanes and tricky turns. Besides, it has the ‘Big Inside Compact Outside’ advantage as well as the tech to navigate the daily surprises. So, in a world where people have grown accustomed to the inconvenience of city driving, MG Comet EV provides a refreshing new perspective on what a delight driving within the city can be.”

  • Introduces 'Golden Years Pension Plan'

    Ageas Federal Life Insurance launches rap video campaign

    Ageas Federal Life Insurance, has unveiled a new campaign for its latest offering, the ‘Ageas Federal Life Insurance Golden Years Pension Plan.’ The campaign is executed by the agency Left of Centre Marketing.

    Speaking about the campaign, Khushali Girish, Deputy Vice President and Head of Products at Ageas Federal Life Insurance said: “The ‘Golden Years Pension Plan’ rap video is a testament to our commitment to innovative marketing and customer engagement. Through our rap video, we aim to show that retirement is not just the end of a career but the beginning of a joyful and fulfilling phase of life. This campaign embodies our philosophy of living fearlessly and embracing the future with confidence. We believe that this campaign will add a touch of fun to the pension segment and also inspire individuals to take proactive steps towards securing their future in a stress-free manner.”

    Added Gautam Jain, Partner at Left of Centre Marketing: “We are thrilled to partner with Ageas Federal Life Insurance on this groundbreaking campaign. By leveraging the power of music and rap, we aim to create a strong emotional connection with the audience, making the concept of retirement planning exciting and relatable.”

  • The Economist must be held accountable for this ableist representation on its cover, writes Puneet Singhal

    By Invitation: Puneet Singhal: Ableism in One Picture: A Disappointing Stance by The Economist

    By Puneet Singhal

    The recent cover of The Economist, featuring a walker adorned with the Presidential Seal and the headline “No Way to Run a Country,” is a blatant display of ableism. This image, from a publication that prides itself on insightful and balanced journalism, is both shocking and deeply disappointing.

     

     

    An image of a walker with the Presidential Seal of the United States attached to it. The cover headline reads "No Way to Run a Country," suggesting a negative stereotype about physical disability and leadership. This is the cover of The Economist magazine for the week of July 6th-12th, 2024.
    An image of a walker with the Presidential Seal of the United States attached to it. The cover headline reads “No Way to Run a Country,” suggesting a negative stereotype about physical disability and leadership. This is the cover of The Economist magazine for the week of July 6th-12th, 2024.

    The Implications of the Cover:

    1. Perpetuating Harmful Stereotypes: The cover reinforces the damaging stereotype that physical disability equates to incompetence or incapability. By implying that a person who uses a walker is unfit to lead, The Economist dismisses the abilities and potential of millions of individuals with disabilities.
    1. Undermining Inclusivity: At a time when society is striving to be more inclusive and accepting, this cover sets us back. It suggests that those with physical disabilities cannot hold positions of power or influence, which is not only false but incredibly harmful.
    1. Disrespect to Disabled Leaders: Many leaders with disabilities have made significant contributions across various fields. This cover disrespects their achievements and perpetuates a narrative that physical ability is a prerequisite for leadership, which is a gross misrepresentation of reality.

     

    The Economist’s Responsibility:

    As a respected news organisation, The Economist has a responsibility to challenge stereotypes and promote inclusivity, not reinforce harmful biases. This cover fails in that responsibility and highlights a troubling acceptance of ableism within its editorial practices.

     

    A Call for Accountability and Change:

    The Economist must be held accountable for this ableist representation. It should:

    – Issue a Public Apology: Acknowledge the harm caused by this cover and apologize to the disability community.

    – Commit to Inclusivity: Implement editorial guidelines that prevent such discriminatory content in the future.

    – Highlight Disabled Voices: Dedicate space to stories of leaders and achievers within the disabled community to counteract the negative message this cover sends.

     

    This cover by The Economist is more than just a poor editorial choice; it is an affront to the progress made towards disability inclusion. It is a stark reminder of the pervasive ableism that still exists in media and society. We must demand better from our news organisations and continue to fight for a world where disability does not define a person’s worth or ability to lead.

     

    Puneet Singhal is Co-founder, Billion Strong and Curator, Curator, Green Disability. Based in New Delhi, Singhal is a leading voice for issues and causes for Persons with Disability, especially on areas on inclusivity and accessibility. He tweets at @puneetsinghal22. The views expressed here are personal. The comment above is from a tweet posted by Singhal.

  • To develop content tailored to various audience segments

    Pepper Content bags mandate for French Essence

    Pepper Content, a content marketing platform, has won the digital mandate for French Essence, homegrown fragrance and personal care brand.

    Said Nidhi Gupta, Chief Marketing Officer, French Essence: “At French Essence, we recognize the crucial role content plays in today’s digital landscape. Consumers are bombarded with a lot of content each day, hence creating relatable content that cuts through the noise is essential. We’re excited to partner with Pepper Content on this content transformation journey. Their expertise in crafting engaging content across digital channels, social media platforms, and search engine results pages will allow us to connect with our audience on a deeper level and build lasting brand love.”

    Added Anirudh Singla, Founder & CEO, Pepper Content: “French Essence understands the power of storytelling, and we’re passionate about helping them craft content that resonates with their audience. By developing relatable content tailored to various audience segments across the marketing funnel through our creator ecosystem coupled with tech and AI, we’ll help French Essence not only build brand awareness but also foster deep connections that lead to lasting customer love. This is a special win for Pepper Content, and we can’t wait to enable content transformation into French Essence’s brand story.”

  • To build a full-stack EV ecosystem

    Vidyut Tech rebrands, unveils new logo

    Vidyut Tech (VT), a Bengaluru-based EV financing startup, has announced an extensive rebranding to reflect its vision of building a full-stack EV ecosystem.

    Highlighting on the larger vision of the brand, Xitij Kothi, Co-Founder, Vidyut, said: “As we have evolved over the years, we’ve consistently pushed the boundaries to embrace a customer-centric approach within our business model. Today is another step in that direction. We are thrilled to unveil our new identity, which allows us to effectively communicate our mission to build a full-stack trusted EV ecosystem. Our new logo represents more than just a name change; it symbolises our dynamic and compassionate brand, deeply committed to enhancing every aspect of our customers’ journey. This rebranding underscores our values and commitment to providing comprehensive services that ensure a seamless and worry-free EV ownership experience.”

  • A nationwide Brand Identity Design Contest

    Ad Club Bangalore Launches ‘LogoJam’

    The Ad Club Bangalore has launched LogoJam, a logo revamp challenge event designed to crowdsource a fresh, vibrant brand identity. Designers from across India are invited to craft a new brand identity that reflects The Ad Club’s commitment to “creativity, community, and the cutting-edge future of advertising”. The contest will run from July 8 to 19, 2024 and the winner will receive a monetary reward of INR 50,000.

    “We are in the process of re-visioning the role of Advertising Club Bangalore and our aim with LogoJam is to be collaborative and inclusive in our approach to set the new identity of Ad Club Bangalore,” said Laeeq Ali, President of The Ad Club Bangalore. “The new identity should symbolize Ad Club Bangalore’s core values of innovation, collaboration, leadership, and excellence. It will capture the spirit and future-forward approach of this community-focused, non-profit organisation. From events like the Inspiration Room series to a vibrant member network, the club is committed to fostering a thriving community of advertising professionals,”

    Winners of the “LogoJam” challenge will not only receive a monetary reward of INR 50,000 but will also gain significant exposure through a publication feature in The Ad Club platforms, offering unparalleled recognition and potential future collaborations with The Ad Club and its members.

    “As Ad Club Bangalore evolves, we believe our visual identity too should evolve. I am excited to lead this initiative to find the new identity that will be a beacon of our commitment to lead the advertising industry into a new era,” added Nigel Mathew, a member of the executive committee.

  • Strengthening its Leadership Team

    Approach Entertainment ropes in Tushar Gondalia as Gujarat Head

    Tushar Gondalia
    Tushar Gondalia

    Approach Entertainment Group, an integrated media and entertainment company, has appointed Tushar Gondalia as the new Head for its Gujarat operations. This move is part of the company’s ongoing efforts to expand its footprint and enhance its service offerings across the region.

    Sonu Tyagi
    Sonu Tyagi

    Said Founder and MD Sonu Tyagi on the appointment: “We are thrilled to welcome Tushar Gondalia to the Approach Entertainment Group family. His extensive experience and creative vision align perfectly with our mission to deliver top-tier entertainment and communication solutions. We are confident that under his leadership, our operations in Gujarat will reach new heights.”

  • To drive its public relations mandate

    Pocket FM partners with One Source

    Integrated marketing consultancy One Source has partnered with audio series platform Pocket FM for its public relations mandate.

    Regarding the partnership, Rahul Nag, Director – Communications and Partnerships, Pocket FM, said: “One Source impressed us with their focus on driving business impact and their commitment to partnering with brands. As we pioneered a new entertainment category globally with audio series, it was crucial to find partners who share our vision and align with our strategic approach. One Source proved to be the perfect fit, understanding our goals and aligning seamlessly with our strategy.”

    Added Sandeep Rao, Co–founder and Co-Chief Executive Officer, One Source: “This collaboration is a testament to the business impact work we have delivered with partners across the globe. Our focus as a consultancy has always been on growing our partners’ businesses, thereon growing ours. We are excited to collaborate with Pocket FM in the next phase of our mutual growth and build a category which is poised to disrupt the future of global entertainment.”

  • Objective: To add trust and credibility to the brand

    Ravi Shastri joins Petzzco as Principal Advisor & Brand Ambassador

    Petzzco, the pet care service provider, has named former cricketer and commentator Ravi Shastri as its principal advisor and brand ambassador.

    Commenting on the association, Raj Kantak, Founder, Petzzco, said: “Pet-lovers often have a strong bond with their pets and look for guidance and recommendations from people they admire. Since Ravi Shastri is an avid pet-lover himself, he can connect with Petzzco’s target audience on an emotional level. Having Ravi Shastri as a brand ambassador can significantly increase Petzzco’s brand awareness. His association with the company will generate positive media attention and public interest.”

  • Films created in collaboration with OML

    Canva unveils first local brand campaign

    Canva, the visual communication platform, unveiled its inaugural brand marketing campaign ‘Dil Se, Design Tak’.

    Said Chandrika Deb, Growth and Marketing Lead for Canva India: “In today’s world of work, effective visual communication is crucial. At Canva, we’ve seen first-hand how visual communication empowers teams to express ideas clearly, increase collaboration, and supercharge innovation,” adding: “To demonstrate our commitment and build a truly local brand in India, we launched this campaign to highlight how Canva is leading the charge when it comes to visual communication at work. ‘Dil Se, Design Tak’ reminds us all that there’s a designer in each and every one of us, and our creativity can flourish at work and in everyday life, with Canva.”

  • Conceptualised and executed by Moonshot

    Shaadi.com campaign takes a jab at dating apps

     

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    Matchmaking platform Shaadi.com has launched its latest ad campaign ‘Red Flags Se Savdhaan’, highlighting the pain-points of looking for potential “green flag” partners in a world full of commitment phobic junta on dating apps. The 35-second tongue-in-cheek TVC that also doubles as a digital ad film features Super Shark and founder of Shaadi.com, Anupam Mittal.

    Conceptualised and executed by Moonshot, a Mumbai-based creative agency, the ad campaign has further cemented Shaadi.com’s position not only as a household name in the online matchmaking industry but also as one casting a new-age perspective on the online matchmaking process.

    Said Adhish Zaveri, VP Marketing, Shaadi.com: “As someone deeply invested in understanding modern day relationships, a large chunk of the youth appear to be unhappy and fatigued with dating apps. The pursuit of authenticity and meaningful connections seem to be lost. Unrealistic expectations from their partner and fear of commitment are keeping most people single and unhappy. Shaadi.com is designed for people who are seeking commitment and thus, a wonderful place to find meaningful and stable relationships.”