MxMIndia

Author: Our Staff

  • Campaign to repurpose discarded underwater fishing nets as basketball nets

    NBA launches of ‘Nets for Change’

    The National Basketball Association (NBA) has launched ‘Nets for Change’, a new campaign to repurpose discarded underwater fishing nets at basketball courts in India. The discarded nets, which pose a threat to marine ecosystems, are being repurposed as basketball nets at courts that are missing a fundamental element of the game – a functional net.

    In collaboration with Publicis Communications, Middle East and Africa, the pilot project launched at a school in Mumbai with plans to expand to other markets. The league and Publicis are working closely with seaside communities in Mumbai to retrieve abandoned fishing nets, which are then transformed into durable, eco-friendly basketball nets.

    Said NBA India Head of Marketing Murtuza Madraswala: “The launch of ‘Nets for Change’ reflects our commitments both to environmental responsibility and to growing basketball across India. Discarded underwater fishing nets pose a significant environmental threat, and through this initiative we will give these nets a new purpose, so that aspiring players have higher-quality courts where they can come together to play the game.”

  • To capture the spirit of spontaneous travel

    AbhiBus rolls out campaign

    AbhiBus, an online bus-ticketing platform, has launched an ad campaign that celebrates the thrill of last-minute adventures and unexpected travel plans. The series of four ads showcases the ease and convenience of planning spontaneous journeys through the AbhiBus app.

    Speaking on the campaign, Rohit Sharma, Chief Operating Officer of AbhiBus, said: “In today’s fast-paced world, we understand that the desire for spontaneous travel experiences is on the rise. Our new ad campaign embodies the essence of these impromptu adventures and highlights how AbhiBus is here to make them effortlessly possible.”

  • With four new International Telecom Operators

    Shemaroo Entertainment expands DCB Services

    Shemaroo Entertainment is expanding in the global telco, ISP (Internet Service Provider), and OEM (Original Equipment Manufacturer) landscape by collaborating with four international telecom operators to extend its OTT platform, ShemarooMe. In this strategic move, it has effected partnerships with Zain, STC, and Mobily in Saudi Arabia, along with Vodafone in Qatar, facilitated by DCB (Direct Carrier Billing) partners, 3A net and one97 communications.

    Said Saurabh Srivastava, Chief Operating Officer – Digital Business at Shemaroo Entertainment Ltd: “Shemaroo Entertainment takes immense pride in advancing our content’s global reach. Our venture into new territories through partnerships with fourinternational telecom operators is a noteworthy step in this endeavour. This strategic move not only broadens our reach but marks a significant milestone in our mission to bring diverse and quality entertainment to audiences worldwide. We anticipate further collaborations as we persist in our global expansion journey.”

  • To secure the financial future of loved ones

    SBI Life rolls out campaign

    SBI Life Insurance has unveiled a campaign to emphasises the importance of securing the financial future of loved ones.

    Said Ravindra Sharma, Chief of Brand, Corporate Communication & CSR at SBI Life: “SBI Life remains at the forefront of comprehending the evolving needs of today’s consumer. The surge of the need for ‘responsible ambition’ continues to captivate individuals nationwide, where the coexistence of personal dreams and family responsibilities is becoming a societal norm. This campaign serves as more than a mere directive; it embodies the essence of trust and reliability that SBI Life is known for. We stand as enablers, encouraging individuals to pursue their dreams with the assurance that their loved ones and responsibilities are secured. Our ongoing campaign humbly celebrates the balance between personal ambitions and family responsibilities, reflecting the enduring values of trust, reliability, and commitment that define SBI Life.”

  • For its young professional members

    IAA to open doors to the Meta office

    The Indian Chapter of the International Advertising Association (IAA), has announced its next event for its Young Professionals (YP). On February 16, IAA’s Young Professionals will get a chance to visit the Meta office and interact with professionals from the social media giant.

    During this three-hour event, Meta professionals will discuss trends that they see in advertising in 2024, the best practices for advertisers using it, and also possible career options with them. Post the presentations, the Meta team will engage with the attendees during high tea.

    Said Avinash Pandey, President, IAA India Chapter: “The IAA Young Professionals membership is a fantastic platform for young professionals to connect, learn, and thrive in this ever-evolving world. Through this event with Meta, we aim to help educate them on how the social media giant functions, how it can be used to build  brands, and also most importantly what it offers for those looking for roles within the company.”

  • Highlights the SuperApp's speed, security and reliability

    Angel One launches campaign

    Angel One, the fintech player, has launched a new campaign titled #RahoHameshaSuper.

    Said Prabhakar Tiwari, Chief Growth Officer, Angel One Limited: “RahoHameshaSuper is more than just a campaign; it symbolizes a crucial milestone. The campaign spotlights the full potential of the A1 SuperApp, empowering investors and traders with fast, secure and reliable experience. We have packed the campaign with relatable messages under #AbSamjheKyonHainSuper, specifically targeting Gen Z and young millennials. By showcasing the app’s unique features and benefits, we are expecting a significant  boost in the brand consideration scores and facilitate our growth strategies.”

    Added Dinesh Thakkar, Chairman & Managing Director, Angel One Limited:  “Angel One is actively embracing innovation and technology within the SuperApp framework, catering to the requirements of all demographics. As Angel One pivots through the dynamic fintech landscape, our dedication remains steadfast towards our North Star – empowering a billion lives with leading-edge solutions and create the most trusted fintech brand.”

  • To boost brand

    Confiance secures mandate for Uengage

    Confiance Communications has acquired the PR mandate for Uengage.

    Speaking about the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: “We are thrilled to embark on this journey with Uengage as their strategic communications partner. Our primary focus is on fostering visibility for Uengage’s tech prowess as they tackle the most-daunting challenge of the online food delivery landscape head-on. Considering the low margins restaurants operate on, Uengage’s proposition is a gamechanger for them and we aim to amplify their vision amongst stakeholders, for maximum impact. Aligned with the brand’s PR objectives, our campaigns will majorly target restaurant owners, F&B brands, and existing and potential collaborators in this domain.”

    Commenting on the partnership, Sameer Sharma, Founder, Uengage, added: “This collaboration with Confiance marks a pivotal step for Uengage, towards amplifying our vision in the market. This strategic partnership reflects our commitment to effective communication. Together with Confiance, we aim to elevate our brand share of voice, and reinforce our position as innovators in empowering hyperlocal D2C businesses through technology.”

  • Titled 'Lay Bhaari' celebrating Mumbai's Lifeline

    Malishka stars in Red FM’s collaborative music video with WR

    Red FM has joined hands with Western Railway to create a music video with RJ Malishka, aimed at deepening the connection between Mumbaikars and the Western Railway. The music video is titled ‘Lay Bhaari’. The move is interesting as the RJ has been known to taken on Mumbai civic infrastructure (essentially the roads) every monsoon. And since the tune is catchy, the video has gone viral several times over, embarrassing the governments of the day.

    Commenting on the collaboration, Sumit Thakur, Chief Public Relations Officer of Western Railway, said: “The ‘Lay Bhaari’ song sung by RJ Malishka appeals in her ‘bindaas’ Mumbai lingo to follow rules and regulations for a happy and safe train journey. The song gives several social messages like, security at stations, special provisions for ladies and Divyangjan passengers, Not Boarding/Alighting a moving train, Not traveling on the footboard of the train, etc.

    Added Nisha Narayanan, COO & Director, Red FM & Magic FM: “Our association with Western Railway goes beyond a conventional collaboration. ‘Lay Bhaari’ is not just a song; it’s a celebration of the symbiotic relationship between the people of Mumbai and the Western Railway. As a brand that is committed to social responsibility and has consistently pursued innovative ways to connect with our audience, ‘Lay Bhaari’ is a testament to our ability to weave impactful narratives. Malishka, with her unparalleled energy captures the essence of Mumbai. The sounds of Mumbai, including railway announcements, are intricately woven into the melody, creating an immersive experience that resonates with the spirit of the city.

  • As the company focuses on its strategy of creative innovation and AI expertise

    Media.Monks names Robert Godinho as MD, Content

    S4 Capital’s operating brand Media.Monks has promotes Robert Godinho as Managing Director of Content India, to focus on best-in-class creative innovation, fuelled by AI and its talent hub.

    Godinho has been elevated from his role heading the Media.Monks India production hub and will now oversee all operations as Managing Director, Content in India, to reflect an expanded scope. Media.Monks India director Poran Malani, who was core in setting up the Media.Monks team in India, is set to leave the company.

    Said Bruno Lambertini, Co-CEO, of the Content practice: “As one of the fastest growing markets in APAC, and indeed the world, we view India as an important strategic part of our own growth. The Media.Monks India business is also a hub for creative innovation, so it is well placed to help businesses harness the huge potential of AI, now. The new era for the India business, under the stewardship of Robert Godinho, is rooted in putting these capabilities into the hands of brands, be that hyper-personalisation, workflow automation or virtual production.”

  • Urges women to embrace uninterrupted freedom to move

    Blissclub launches latest campaign

    Blissclub, a leading activewear brand dedicated to reconnecting women to the joy of movement, unveiled its latest campaign encouraging women to “familiarise themselves with the liberating experience of undistracted workouts”.

    Said Minu Margeret, Founder-CEO, Blissclub: “As we launch Move Uninterrupted, our mission is clear: we’re not just breaking a sweat; we’re breaking through the atmosphere of societal expectations and sparking conversation about equality in responsibilities within the household . If men can believe household chores are alien, then ladies, prepare for lift-off because we’re turning ‘me-time’ into a must have adventure. It’s time for women to reclaim their workout space, and gentlemen, let’s make ‘shared chores’ the new universal norm. Together, let us redefine societal norms, break down stereotypes, and create  a space where everyone can thrive without interruptions.”

  • For the launch of Avartana

    BlackCab launches campaign for ITC’s latest culinary venture

    BlackCab, a content production and social media strategy, has unveiled a campaign for the launch of Avartana, ITC Maratha’s latest culinary venture, in Mumbai.

    Notes a communique: “BlackCab leveraged its network agency model using its specialized short form content studio Secret Sauce Studios to produce the content for the Avartana launch. The project saw them capture an array of photos and videos together with architectural shots that emphasize the restaurant’s beauty. The project focused on bringing out and articulating the thought and inspiration behind Avartana’s five different multi-course menus. The BlackCab team spent time with the chefs to understand why the ingredients play such a vital role in the dining experience at Avartana. Following this, the team crafted a content strategy that would bring the space to life.”

  • Customised digital and media training workshops for business leaders and brands

    Ideosphere, Avocado Tree launches C.better

    Ideosphere, the brand strategy and communication consulting firms, and Avocado Tree, a digital consulting practice, have launched C.better – customised digital and media training workshops for business leaders and brands to help them communicate with impact and enhance their reputation (Note: the ‘C’ in C.better is lower-cased by Ideosphere and Avocado Tree (hence c.better), however, as per the MxMIndia style, we always uppercase the first letter of a brand/company name – Ed).

    The workshops will be led by Kavita Jhunjhunwala, founder of Avocado Tree, and Ashraf Engineer, head of brand strategy, Ideosphere.

    Said Jhunjhunwala: “Marketing departments are often treated as cost centres that do not drive the organisation’s core agenda. This can no longer be the case; every organisation must look at marketing as a serious growth function. Businesses need to be not only on a constant learning cycle, but also build the department into an agile organism to adapt to change,”

    Added Engineer: “C.better workshops, completely customised to each business’ specific needs, address the knowledge gaps that exist in the media and digital strategies, and guide the development of the organisation’s playbook. They touch all relevant stakeholders so that the go-to-market activities and timelines become productive. This blueprint development started during the workshop can be continued within the organisation as a process.”