MxMIndia

Category: ADVERTISING

  • The Ad Club and AAAI to fund the campaign and launch it at Goafest, 2017

    Ad Club & AAAI unite to fight violence against women

    By A Correspondent

     

    In a unique joint initiative, The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) have combined forces to launch a pioneering campaign to pitch communication as a force for good and battle the scourge of violence against women.

     

    Explaining the thought behind the initiative, Raj Nayak, President, The Advertising Club said, “From governments to Fortune 500 companies, everybody entrusts us to communicate their agenda to the larger public. It is time to take our combined learnings and experience to devise a campaign that is in the interests of this larger public. To this end, we will be running a national search for a multi-media campaign that will aim to mitigate violence against women. I am confident that, as one, our industry will rise to pool in the highly creative resources at our disposal, to come up with a highly creative and effective communication campaign. We will fund the production of the wining campaign and launch it at Goafest in April 2017.”

     

    Elaborating further, Nakul Chopra, President, AAAI commented, “Violence against women is an issue that concerns each and every one of us. As an industry we have the finest creative minds and strongest media linkages that are at the core of a high voltage communication effort. We also have the heart to take up a cause like this at a national level. I believe it will make the younger people proud to be a part of an industry that cares about real problems and uses its resources to address them.”

     

    Ashish Bhasin, Chairman, Goafest observed the growing scope of the festival, saying, “Goafest was all about saluting creativity and presenting the Abby awards. We then added a knowledge quotient with the day-long seminars. Now, with this meaningful effort being launched here, the festival will celebrate not just our achievements but lay down our agenda of giving back to the society that we influence through our creativity.”

     

    The Advertising Club and the Advertising Association of India will release the campaign to call for entries on Thursday, January 19. The entries would be judged by an elite jury and the winning entry would be produced as a multimedia campaign and released ceremoniously on April 7 at Goafest.

     

     

  • Showcases the unique value proposition of its SUVs which enable lifestyle enhancing experiences

    Mahindra launches sequel to ‘Live Young Live Free’ campaign

    By A Correspondent

     

    Mahindra &Mahindra Ltd (M&M), recently launched a sequel to its popular television commercial, ‘Live Young, Live Free’ to showcase its complete portfolio of SUVs, including all the recently launched SUVs. Targeted at those who seek varied experiences, the new umbrella communication embodies the emotions of freedom and adventure, and propagates the core value proposition of Mahindra SUVs to enable lifestyle enhancing experiences.

     

    Inspired by the original ‘Live Young Live Free’ score from the first campaign, the sequel uses a melange of tunes such as Hard-rock, Dub-step, Carnatic, Hindustani & Folk, elevating it from a song to an anthem running across the nation. As the leader in the SUV segment in India, over the years Mahindra has built a strong portfolio of vehicle brands with differentiated positioning and brand values.

     

    The Live Young Live Free 2.0 film brings alive the unique proposition that Mahindra’s sports utility vehicles offer and the film underlines the common Mahindra DNA, a thread that binds the entire portfolio of SUVs. This film showcases different people, from different walks of life enjoying their own adventures in a Mahindra vehicle across the breath-taking landscapes of Ladakh, the serene lakes of Shillong, the dense forests of Assam and enigmatic dunes of Jaisalmer. With its stunning visuals, the film aptly showcases the go anywhere capability of Mahindra vehicles.

     

    Speaking about the campaign, VivekNayer, Chief Marketing Officer, Automotive Division, Mahindra & MahindraLtd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique DNA are best suited to offer a fun filled adventurous lifestyle to our customers, and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect and exhorts people to join this movement. Essentially this TVC further builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”

     

    Said Robby Mathew, Chief Creative Officer, FCB Interface: “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set for ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Films) has done a phenomenal job with the film, and Mikey’s music score is truly a breakthrough – an eclectic mix of genres and voices and styles.”

     

  • Partners with NGO Nanhi Kali, fundraising portal Ketto, Bajaj Allianz, BabyCell and Kokuyo Camlin

    WATConsult’s #That’sMyGirlinitiative aims to raise funds for the girl child

    By A Correspondent

     

    WATConsulthas launched a CSR activity titled#That’sMyGirl as a part of its 10thanniversary celebrations.With this initiative, WATConsult is looking to aid the education and hygiene necessities for girls in the primary section (Class 1 to 5) and donate a minimum of Rs10lakh to the renowned NGO Nanhi Kali.

     

    For the cause, WATConsult has partnered with Ketto, the leading fundraising portal, leading insurance company Bajaj Allianz, stem-cell bankBabyCell and stationary brand Kokoyu Camlin to promote the campaign across digital platforms, create awareness and raise funds.

     

    WATConsult has built a microsite to highlight and share the current insights on the state of girl education in India. The site will showcase video bytes from established women leaders across various fields, proud parents of a girl child, management of Dentsu Aegis Network, Kunal Kapoor along with brand partners will support the campaign and voice their concerns, perceptions and suggest solutions around the cause.

     

    To conclude the activity on National Girl Child Day, on January 24, they will raise funds via a Twitter campaign. WATizens, Twitterati and brands will come together to promote the causeby using the hashtag #ThatsMyGirl and cite opportunities andaccomplishments of a girl child. For each ‘hashtag mention’, WATConsult will donateRs 10 to Nanhi Kali.

     

    Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult, said, “In many parts of India, the arrival of a baby girl still calls for mourning rather than celebration and that’s indeed sad. We would like to build awareness around this cause and support girl child education via our initiative. We look forward to achieve atleast 1,00,000 mentions and contribute 10 lacs to Nanhi Kali.”

     

    Sharing his views Ashish Bhasin, Chairman and CEO – South Asia, Dentsu Aegis Network said, “Gender equality is one of the most important priorities for us at Dentsu Aegis Network. This can be enabled only if the girl child is educated. I am glad WATConsult has taken the initiative of #ThatsMyGirl as a part of their 10th anniversary celebrations.”

     

  • The campaign invites the whole nation to come forward and send their wishes to the Indian Armed Forces

    LG’s #KarSalaam initiative to salute the spirit of the Indian soldiers

    By A Correspondent

     

    Consumer durable major, LG Electronics India Limited is going to celebrate this 68th Republic Year of the country, with the launch of the #KarSalaam initiative, dedicated to Indian soldiers. The campaign invites the whole nation to come forward and send their wishes to the Indian Armed Forces.

     

    Through this initiative, LG will salute the soldiers’ spirit of selfless contribution and service towards the country. LG is committed to walk the extra mile, providing a good life to the citizens of India. Accordingly, the company will extend their support and solidarity to our soldiers who play a great role in ensuring that we lead a fearless and good life in this country.

     

    At the launch of this campaign, Amit Gujral, Head – Corporate Marketing, LG Electronics India said, “We salute the spirit of our soldiers who valiantly give up their life to protect the country but hardly find an opportunity to reach out to them. Therefore, we took this initiative to bring together the citizens of India to express their gratitude to our soldiers. The selfless devotion our armed forces calls for adulation and what could be a better occasion than this Republic Day. We invite all to pour their heart out and leave no barriers to reach out to them. As a small token of our effort to salute the spirit of India,  LG will contribute a certain amount to the National Defence Fund and our citizens’ wishes will be shared with the Indian soldiers. Let’s celebrate heroism, patriotism and a good life! #KarSalaam”.

     

  • The campaign sensitizes and impels the audience to educate themselves before making key financial decisions

    Aegon Life launches #iDecide for the DIY generation

    By A Correspondent

     

    Aegon Life Insurance has launched a new digital campaign ‘#iDecide’ for the Do-It-Yourself generation. The campaign sensitises and impels the audience to educate themselves before making key financial decisions.

    Identifying the want of the DIY generation to be empowered in decision making, Aegon Life collaborated with DDB Mudra Group to create an ad campaign that promotes self-reliance in taking key decisions that affect the protection of your loved ones.

    Said Martijn de Jong, Chief Digital Officer at Aegon Life Insurance:“Our objective is simple – empowering customers to understand their needs and identifying the products that will satisfy these needs of their own accord. The theme of the campaign – #iDecide – is to sensitize the audience that a decision as big as protecting your loved ones should not be left to others. Through this campaign, we want to directly communicate with our audience and enable them to take their own financial decisions like insuring their loved ones.”

    Added Rahul Guha, President at Track DDB: “Aegon Life is not just a brand, marketing itself through the digital platforms but is a business itself that is digitally driven. This transformation in the business model has made us relook at the digital marketing solutions in a completely new way. Through a combination of digital brand content, communication & sharply targeted segment relevant communication, we are looking to empower the DIY generation to choose which protection is right for them. It is an exciting warm reboot phase in the Aegon Life journey and we look forward to being strong creative business catalysts as journeymen.”The film has been directed by PiyushRaghani and produced by Like-Minded People.

     

  • Graces the occasion to congratulate the firm on its brand transformation

    Andre Agassi unveils India Value Fund Advisors’ new brand identity – ‘True North’

    By A Correspondent

     

    India Value Fund Advisors Pvt Ltd has taken on a new corporate brand identity and will now be known as True North. It will continue to encompass the core values that the organization stands for i.e. The Right Way.Legendary tennis player, philanthropist, author and businessman, Andre Agassi unveiled the new identity at an event in Mumbai.

     

    True North, one of India’s largest private equity firms, had sponsored the retelling of Andre Agassi’s journey in a tête-à-tête with HarshaBhogle at the firm’s newbrand launch. Commenting on the new brand identity launch, Vishal Nevatia, Managing Partner of True North said, “Our brand is at the cusp of new beginnings, and we are looking forward to an exciting future ahead of us. Our name has changed but our values remain the same. We’re ecstatic to take on our new brand identity. True North truly defines the core values and principles that have moulded the functioning of our company since day one.”

  • The change reflects Netcore’s journey from a provider of email communication solutions to India’s leading marketing automation solution provider

    Netcore refreshes identity

    By A Correspondent

     

    Having pioneered the internet communications and online marketing space for over 18 years, Netcore has transformed its brand identity to reflect the seismic changes in the ever-changing marketing technology landscape.

    Commenting on the new brand identity, Rajesh Jain, Founder and Managing Director, Netcore Solutions, said: “The company has led from the front with innovative services throughout, starting from way back in 1998. Over the years, we have kept our promise to evolve with the market’s needs by introducing email marketing, mobility (SMS, IVR and voice based) marketing to India’s first and leading cross-channel marketing automation platform (NetcoreSmartech) that helps brands create personalised and real-time customer experiences. ‘How do I make every customer feel special?’ – That’s the direction in which marketing has started to move. And we have got some very interesting early case studies including from companies like HDFC Life, Pfizer, Cover Fox, Lemon Tree Hotels, among others.”

    Providing an industry perspective, Kalpit Jain, CEO, Netcore Solutions said, “As per the latest NASSCOM report, Indian players’ share in the global Martech industry can grow to USD 45-55 billion by 2025. This is the age of the connected consumer. So, brands must shift their primary focus from the traditional, unidirectional, one-to-many broadcast style of marketing and move to one-to-one, interactive, and hyper-personalised communication and conversations with their target customers. Our feedback from marketers’ told us that the most important need is to enable personalisation at scale. And so we created NetcoreSmartech -our proprietary, full-spectrum, omni-channel marketing automation solution, which can help marketers get their job done to map customer journeys and thereby create rewarding customer experiences on a one-to-one basis.”

    KaminiRupani, Chief Marketing Officer, Netcore Solutions opined, “When we introduced Smartech in 2015, it evangelized the marketing technology industry in India. Our value proposition to our customers has evolved greatly, and so we decided to give our brand a completely new visual expression and fly a new flag. Netcore’s services have grown phenomenally in size, scale and impact, and our brand personality too has evolved to reflect that growth and promise. Netcore projects a brand’s personality which is agile, reliable, intelligent, empathetic, and resourceful. With NetcoreSmartech, the possibilities are infinite, and we can give our customers infinite experiences. That is not just the promise of Smartech, it is also our motto.”

  • The account will be managed by the Delhi team

    WATConsult wins the digital mandate of Madame Tussauds in India

    By A Correspondent

     

    WATConsult has won the digital and social media mandate of wax museum, Madame Tussauds,which is soon to be launched in New Delhi.

    The agency will handle the entire digital marketing duties including social media presence across multiple platforms, digital media buying and planning.

    Speaking on the new win, Rajiv Dingra, Founder and CEO, WATConsult said, “As a fan of Madam Tussauds and having visited their museums across the world, I am excited that they are launching in India; further for WATConsult to be associated with a global brand like them. We look forward to creating some truly innovative campaigns using technology.”

    Sharing his views, Anshul Jain, General Manager and Director, Merlin Entertainment India said, “Merlin Entertainments group, World’s second largest attractions operator is bringing its flagship brand Madame Tussauds, which is also the No 1 wax attraction in the world, with a rich legacy of over 250 years in Connaught Place, New Delhi. :

    Added Sabia Gulati, Head – Marketing& Sales, Madame Tussauds India: “We are here to deliver a brand new experience, an experience beyond wax. With use of modern technology and immense focus on digital marketing, Madame Tussauds has a modern vibe. Looking forward to deliver lots of immersive experiences at every touchpoint”

     

  • We are now living in the customer-driven economy, notes the report

    Retailers achieve steady growth despite challenges: Deloitte

    By A Correspondent

     

    The Top 250 global retailers generated aggregated revenues of US$4.31 trillion in fiscal year 2015, representing composite growth of 5.2 percent, according to the Global Powers of Retailing 2017: The art and science of customers global report from Deloitte.

    “Slow economic growth in major developed economies, high levels of debt in emerging countries, deflation or low inflation in rich countries and a protectionist backlash against globalization were among dynamics which contributed to a challenging economic environment for retailers,” explained Dr Ira Kalish, Deloitte Global Chief Economist. “And yet people still need to shop, so the industry carries on. In some places and with some cohorts of shoppers, the outlook for retailers is favorable.”

    Commenting on the India market, a Deloitte India spokesperson mentioned that “Despite policy hurdles and other operational challenges, Global retailers consider India as one of their key markets and want to grow as India grows. While growth has surpassed most of other Global markets, India’s Retail market is young and promising.”

    The rapid shift to e-commerce is quite literally transforming the retail landscape in India. With ecommerceforming an integral part of the overall growth of retail sales, retailers are rationalising their physical footprint and intensifying their e-commerce presence. “Use of technology and social media is going to be one of the critical factors among the retailers operating in a young, vast and fragmented market like India,” Deloitte India spokesperson said

     

    Global Powers of Retailing Top 250

    For the third year in a row, revenue growth for the Top 250 apparel and accessories retailers outperformed other product sectors. Historically, this category of retailers has also been the most profitable, and fiscal year 2015 was no exception. However, retailers of fast-moving consumer goods¹ (FMCG) are, by far, the largest companies (average retail revenue of nearly US$21.6 billion) as well as the most numerous (133 retailers accounting for just over half of all Top 250 companies and two-thirds of Top 250 revenue).

    The level of retail globalisation appears to be at the same level as the previous year. Two-thirds of Top 250 retailers operated outside their home country borders and on average, they had retail operations in more than 10 countries and derived nearly one-quarter of their composite retail revenue from foreign operations.

     

    The art and science of customers

    Global Powers of Retailing 2017 also discusses the art and science of customer engagement to help retailers design fresh experiences, enabled by the right technology, and strengthen customer loyalty. What was once considered futuristic is now table stakes. Retail innovators know technology is no longer supplemental to the shopping experience, it is fundamental. Technology alone, however, is not enough. Customers are seeking new and surprising products and experiences.

     

    The five trends identified in the report are:

     

    • Less is more. Customers are defining themselves less by how many things they own and more by how curated their lives are in terms of possessions and experiences.
    • “Following” economy. Customers are seeking experiences and products that reflect the personal brand they promote on social media.
    • “Retailisation” of the world. The maker movement, the sharing economy, and other factors have made it increasingly difficult to define what a retailer is and does – non-traditional retailers are developing new business models to serve customer needs, such as subscription services and flash-sales.
    • On-demand shopping and fulfillment. Relevancy will be determined by the ability of retailers to meet the on-demand mindset of the modern customer.
    • Exponential living. Exponential technologies, like artificial intelligence, robotics and virtual reality are changing how we live and how we will shop.

     

    “Over the last 20 years we have seen a seismic shift in retail and the customers that retailers serve” says Vicky Eng, Consumer Business Retail Sector leader, Deloitte Global. “We are living in an era where customers are in the driver’s seat more than ever before and they are craving authenticity, newness, convenience, and creativity. We are living in the customer-driven economy.”

     

  • The account was awarded following a multi-agency pitchof the financial services firm

    Indigo iStrat wins Indepay Networks mandate

    By A Correspondent

     

    Privilege prepaid card issuer and the pioneer of branchless banking, Indepay Networks,has appointed Indigo iStratas its digital agency. Indigo iStrat is Leo Burnett India’s digital wingand won the new account post a multi-agency pitch.As part of the mandate, the agency will handle Indepay’sBrand Communication, Social Media and Digital Media planning for India and other global markets.

     

    Rajib Saha

    Said Rajib Saha, CEO, Indepay: “Indigo iStrat shared an impressive approach to launch our business in India and Indonesia. We bring with us a unique offering that changes the way we use cash for our everyday spends; and communicating our proposition effectively would have been a challenge amidst the high share of voice in themedia by other financial technology players, especially post demonetisation in India. Our ability to run integrated communication with banks as co-owners, gave us great advantage and Indigo iStrat’sexpertise in Banking and Financial category helps them understand these nuances and the sensitivity through which these ideas need to be communicated to our audience.”

     

    Rajesh Ghatge

    Commenting on the win, Rajesh Ghatge, CEO, Indigo Consulting said: “Indepay is indeed a great win for us. At Indigo Consulting, amongst several sectors, we have worked extensively at offering digital build and marketing solutions to the banking and finance sector, fully understandingthe complexity and scale at which brands within this sector need to operate. At the heart of transformation in the BFSI categoryis a seamless consumer experience and engagement that the brands are striving to deliver.This win showcases our in-depth understanding of the business, ideas and the digital medium.”

     

    Added Sonya Sahni, Chief Strategy Officer,Indigo iStrat: “In the cluttered financial products space it will be challenging,yet exciting to establish Indepay. The business model is disruptive and will require communication that can inform, educate and drive performance. It’s a digital first client, allowing us to demonstrate brand thinking and activation across digital touchpoints.”

     

  • Dentsu was already handling Hindustan, Mint and Shine.com

    HT Media hands over complete portfolio mandate to Dentsu Impact

    By A Correspondent

     

    Dentsu Impact has won the creative duties for all brands from HT Media – including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and communication partner for HT Media handling communication for all brands from the group, barring its radio brands Fever FM &Nasha FM, which are handled by Ogilvy & Mather.

     

    The HT Group, which has so far worked with multiple agencies for different brands, initiated a process of consolidating all the brands with one single agency sometime in November 2016. Post an exhaustive pitch process, in which some of the country’s top agencies participated, HT finally decided to award the duties to Dentsu Impact.

     

    Commenting on the association, RajanBhalla, Group Chief Marketing Officer, HT Media, said: “We wanted to move to a single partner for our diverse brand portfolio. Dentsu was already handling Hindustan, Mint and Shine.com and their team has done excellent work for the last few years, hence the decision to go with them.”

     

    Amit Wadhwa, President, Dentsu Impact, said, “This is a big win for us and an important one. When a group like Hindustan Times decides to award its entire portfolio of brands to one agency, it shows the level of trust as well as spirit of partnership from both ends. We are extremely excited and are rearing to create some interesting work.”

     

    Added Soumitra Karnik, National Creative Director, Dentsu Impact: “It’s a fabulous start to this year for us. Winning all the brands of HT group is something any creative agency would kill for. Along with this great news also comes great responsibility. We are quite committed to doing some great work on each brand.”

     

  • The publisher announces a year-long campaign 'Keep Reading' on its anniversary

    Penguin celebrates its thirtieth year of publishing in India

    By A Correspondent

     

    Penguin has turned 30 this year and the celebrations begin at the Jaipur Literature Festival. Currently, the largest English language trade publisher in the subcontinent, Penguin was started in 1985, and publishing began in 1987 with the first six books. The anniversary festivities will kickstart at the Jaipur Literature Festival with the Keep Reading campaign – an idea to promote reading anywhere, anytime, and provide a variety of reading content across genres to reading enthusiasts.

     

    The publisher will launch a whole new range of Penguin collectibles and quirky merchandise – bookends, tea coasters, magnets, passport holders, mugs, and bags among others. Penguin will also be the first publisher to introduce its iconic orange Pop-up Cart, a mobile treasure trove of some of the most loved books and the merchandise, at the festival.

     

    Being introduced in India as part of Penguin’s Keep Reading initiative, the Pop-up Cart will be a hub of 30th anniversary activities throughout the year, starting with the Jaipur Literature Festival. The 30th anniversary logo will be unveiled at the festival and your favorite Penguin Tent will also don a new avatar this year.