MxMIndia

Category: ADVERTISING

  • In a first of its kind partnership, will leverage their ecosystems to build innovative solutions that enhance customer convenience and add to the service experience

    Airtel and Ola join hands to roll out integrated digital offerings for customers

    By A Correspondent

     

    Bharti Airtel announced a strategic partnership with Ola to offer a range of digital services to customers. Airtel and Olawill bring together their respective platforms and reach to co-create a comprehensive ecosystem to address India’s growing communication and mobility needs. In addition, Ola will leverage Airtel’s integrated suite of enterprise services to power its operations, while Airtel will leverage Ola’s vast network of hundreds and thousands of driver partners.

     

    Said Gopal Vittal, MD & CEO (India & South Asia) Bharti Airtel: “At Airtel, we are constantly innovating to build products and partnerships that accelerate the development of India’s digital ecosystem. We are delighted to partner Ola to enable a seamless digital experience for customers. Both companies have strengths that complement each other and this offers massive scope to co-create exciting products and solutions for customers. Ola will also benefit from Airtel’s extensive retail network and our integrated suite of world-class connectivity solutions for businesses that help them drive growth through better efficiency.”

     

    Added Bhavish Aggarwal, CEO and Co-founder at Ola:“At Ola, we are always focused on innovating and building on the mobility experience for customers as well as driver partners. This first-of-its-kind partnership brings a host of offerings from two massive ecosystems together. Airtel will integrate its offerings across payments, content, PoS networks, and more with Ola’s offerings for its large customer and partner base. We see this as a win-win for partners and customers of both brands, bringing increased convenience and access to mobility as well as connectivity at the same time.”

     

  • OgilvyOne Worldwide Bangalore and Sunfeast Mom's Magic make this Mother's Day Special

    OgilvyOne presents flash song dedicated to moms

    By A Correspondent

     

    In celebration of the upcoming occasion of Mother’s Day, Sunfeast Mom’s Magic took on the challenge of delighting moms everywhere. The brand staged their biggest ever surprise for moms by getting participants to collaborate with the musical trio of Shankar-Ehsaan-Loy to create #MomsDayMagic in an unexpected manner.

     

    The month-long digital campaign started with Sunfeast Mom’s Magic reaching out to over four million people across India with a very simple request – send in your best ideas for Mother’s Day. It got Shankar-Ehsaan-Loy to pop this question through three digital films.

     

    The digital campaign conceptualised by OgilvyOne Worldwide, Bangalore, involved executing India’s first Flash Song that featured a rendition of the most heart-warming song composed for mothers, ‘Maa’ from the popular movie TaareZameen Par. The participants rehearsed together the evening before the event with singing coaches.

     

    The next morning the participants brought their mothers to the theatre on the pretext of watching a movie; some showed up with their families. The mothers were unaware of the children’s plans.

     

    Said Vanaja Pillai, Executive Vice President, OgilvyOne Worldwide Bangalore: “The idea truly allowed us to leverage the power of digital by getting together a bunch of people who don’t know each other to do something special for their moms. This performance had only one take with no room for errors at all. But the response we got from the people who were in the theatre was overwhelming. We hope this inspires others to do something special for their mothers for Mother’s Day.”

     

  • Captains of print media and advertising Industry and marketers get together under the Audit Bureau of Circulations to evangelise print

    Print still rules in India, despite TV & Digital

     

    By A Correspondent

     

    In a show of strength, captains of the print media and members of the advertising and marketing sectors have got together to evangelise the print media.

     

    Their view: Yes, television exists and digital is growing rapidly, but print is growing fast too.

    Gathered in a central Mumbai hotel, under the aegis of the Audiot Bureau of Circulations, a near-70-year-old organisation that certifies circulation figures of member publications twice a year. The trend of certified circulation figures by ABC show that the print medium (member publications of ABC) is thriving, growing and expanding in India inspite of stiff competition from all other mediums namely, Television, Radio and Digital, notes the ABC.

     

    As on date, ABC certifies 910 Daily and Weekly Newspapers, 57 Magazines and Annuals. Other members of the ABC include media and ad agencies, print media advertisers, government organisations and the DAVP. The total number of ABC members is 967.

     

    Few reasons why print publications are growing in circulation:-

    :: Impact of education – Growth in literacy and education have created substantial 
headroom for growth of newspapers.

    :: Advantage of India’s Economic growth – It is believed that the growth of newspapers in India is directly related to urbanisation leading to higher aspirations, heightened interest in buying assets etc.

    :: Reading newspaper a part of daily routine combines well with ease of reading at your own time.

    :: Easily accessible and available at home – newspapers are home delivered in India, unlike in the West

    :: Competitive pricing – newspapers are the cheapest source of news.

    ::Customised sections and pull outs cater to various segments of readers together 
with localized content.

    :: Power of the written word – Newspapers have continued their strong traditions over the years to provide accurate and reliable news to their readers.

     

    As compared to the world print market, India is one of the brightest spots in the print media: India one of the few countries where print advertising revenue is growing,India’s paid-for daily circulation is growing whilst most other countries are declining, Number of paid-for titles in India highest in the world and growing while number of titles in other countries declining

     

    Print is growing at an incredible 4.87% increase in CAGR over a 10-year period. As many as 2.37 crore copies were added in the last 10 years accompanied by an increase of 251 publishing centres. Largely regional language newspapers have contributed to the growth, we were informed.

     

    Leading the presentation made by ABC was Shashi Sinha, CEO, IPG Mediabrands, India. While highlighting the above along with Girish Agarwal, Director, Dainik Bhaskar group, he quoted KPMG India figures to show that in terms of advertising revenues, print is thriving (see table above).

     

    Print is Growing Presentation

  • The account, which was won as a result of a multi-agency pitch, will be handled by the agency's Kolkata office

    Law & Kenneth Saatchi & Saatchi wins Tata Metaliks creative mandate

    By A Correspondent

     

    Law & Kenneth Saatchi & Saatchi has been appointed as the creative agency on record for Tata Metaliks which produces pig iron and ductile iron pipes in India. The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Kolkata office. The agency will be responsible for the integrated communications mandate on the brand.

     

    Commenting on the win, Devraj Basu – Senior Vice President & General Manager, Law & Kenneth Saatchi & Saatchi said: “Proud to be associated with Tata Metaliks. A company with such exemplary vision and values. To build brand equity in this category and be truly distinctive in the B2B space would be at once interesting and challenging. We look forward to a great partnership.”

     

    Added Sanjiv Paul, Managing Director, Tata Metaliks Limited: “Tata Metaliks is at a crucial juncture now following the amalgamation of its pig iron and DI pipes businesses. There couldn’t have been a better time to partner with an agency like Law & Kenneth Saatchi & Saatchi to take ahead our creative mandate in sync with the Tata Group values. Ours is a B2B business primarily, both challenging and exciting. We look forward to our association with Law & Kenneth Saatchi & Saatchi, to build our brand perception in the minds of all our stakeholders, be it our customers, our employees or the community at large and take our brand to the next level.”

     

  • Tirupati Group is a global provider in pharmaceuticals, nutraceuticals, sports nutrition and ayurvedic formulations

    Tirupati Group appoints CreateID8 for brand repositioning

    By A Correspondent

     

    CreateID8, a strategic brand design agency and a division of WITS Interactive, has bagged the creative strategy, communications design and execution mandate for Tirupati Group. Tirupati Group is a global provider in pharmaceuticals, nutraceuticals, sports nutrition and ayurvedic formulations based out of Himachal Pradesh.

     

    Under the mandate, CreateID8 will construct a brand communication strategy that will fuse Tirupati’s diverse portfolio, with a promise to make healthcare offerings and choices, better.

     

    Speaking on the win, Hitesh Jain, Founder & CEO – CreateID8 said: “CreateID8 welcomed the opportunity and set out on rebranding the corporate identity of Tirupati Group. We conducted a comprehensive research process that included questionnaires for the company stakeholders to understand their work culture and ethos, while also focusing on obtaining clarity on new strategic business initiatives. After evaluating the company’s brand and business objectives, CreateID8 fashioned a brand identity and philosophy based on the core competencies, unique offerings, and essence of Tirupati’s Foundation.”

     

    Added Ashok Goyal MD – Tirupati Group of Companies: “After multiple rounds of discussions and due diligence, we decided to go ahead with the CreateID8 team because of their scientific and data-driven approach to creating brand identity and strategies which are in sync with our business requirements. Not only did they invest time in understanding about our business, but also did a consumer insight study amongst our clientele to understand how they, the clients, perceive the brand and what do they expect from it.Very rarely do you see an agency with such a combination of creativity, innovation and data-backed solutions.”

     

  • Rizwan Shaikh has over 12 years of experience in digital media in diverse areas such as digital strategy, paid media, organic, social, programmatic and analytics

    Performics. Resultrix strengthens leadership in western region

    By A Correspondent

     

    As part of its western operations expansion, Performics.Resultrix, part of the Zenith India network, has strengthened its leadership team with three new senior appointments who will lead Mumbai operations: Rizwan Shaikh will be overseeing the entire paid media operations of the agency and has the mandate of enhancing the performance product further in alignment with global ambitions.

     

    Avinash Vanpal will be steering big businesses for Performics.Resultrix which includes a large BFSI client and will be providing strategic guidance and multi-channel strategies with a focus on programmatic.And Nishant Gopalia who joins from Zydus Wellness, where he was leading digital marketing for brands such as Sugarfree, Nutralite and Everyuth.

     

    Said Mayoori Kango, Managing Director of Performics.Resultrix: “It gives me great delight to welcome on board our three senior executives,  Rizwan Shaikh, Avinash Vanpal and Nishant Gopalia who have rich and diverse experience across brands and categories and will no doubt advance our growth and expansion in the western region. We lead the performance marketing business in India and given the rising momentum and scale of operations, this is the right time to strengthen our leadership team.”

     

  • Aims to put an end to the indifferent attitude of the tyre buyer

    Dentsu One creates new campaign for JK Tyre

    By A Correspondent

     

    Dentsu One, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for JK Tyre’s two wheeler tyre range, Blaze.

     

    Said Vikram Malhotra, Marketing Director, JK Tyre and Industries: “We have adopted a 360-degree promotion campaign for Blaze through our marketing and communication platforms. The tagline and message of our campaign ‘Ab se tyres mein sirf JK is OK’ is rooted in our firm commitment to total control and safety while driving on roads. We are going all out with our campaign and expect the premium range of tyres to cover 75%-80% of the domestic two-wheeler tyres replacement market demand.”

     

  • ICICI created #IWillDriveYouHome and found Hemraj Sharma; one of the most inspirational person to support the cause

    Ogilvy unveils ‘#IWillDriveYouHome’ for ICICI Lombard

    By A Correspondent

     

    Drunk driving is not a new problem. When ICICI Lombard decided to tackle this problem for its Road Safety Week initiative, it set out to do something that would stand out from the other work done on the subject.

     

    ICICI created #IWillDriveYouHome and found Hemraj Sharma who lost his son to a drunk driving accident on April 4, 2016 and has now made helping others avoid the same fate his life’s sole purpose. He was completely on board as soon as he heard the idea and his fervour and courage helped take it to the next level, notes a communique.

     

     

  • Launches a 360-degree campaign inspired by nature’s eternal resources of light

    Jaquar Lighting signs Deepika Padukone as brand ambassador

    By A Correspondent

     

    Jaquar Group has announced Deepika Padukone as the brand ambassador of its lighting vertical, in an effort to reinforce their position as a key player in the lighting industry.

     

    Said Rajesh Mehra, Promoter and Director, Jaquar Group: “Jaquar Group’s philosophy of attaining global quality standards ensures that our lighting products have high durability and excellent aesthetics. Our products are ‘Made in India, for the world’. That is also what Ms. Padukone represents, with her work being highly appreciated both, in India and abroad.”

     

    Said Rajesh Laikh, Executive Vice President, Crescent Communication: “The concept for the advertising campaign to launch Jaquar Lighting has been inspired by nature and the eternal sources of light for planet Earth. The artistic and aesthetic idea has been brought to life by DeepikaPadukone as Jaquar Lighting’s new brand ambassador, who herself is a symbol of light and brilliance much like her name.”

     

  • The digital-led #ChangeTheRecipe campaign comprises a quirky video about a mother’s adventures in the kitchen and the magic she creates through happy culinary 'mishaps'

    Tata Sampann tells why being imperfect is good via #ChangeTheRecipe

    By A Correspondent

     

    It’s Mother’s Day this Sunday and Tata Sampann, with #ChangeTheRecipe, celebrates mothers and urges them to unapologetically embrace their imperfections.

     

    Conceptualised by Leo Burnett India, the film is a depiction of the daily lives of modern moms and the pressures they face by society. Throwing light on their newest campaign, Sagar Boke,Head, Marketing – Consumer Products Business, Tata Chemicals said: “The Indian society has always had preconceived notions about the ‘perfect’ mother. To shatter these pre-existing notions, we launched our digital campaign, #ChangeTheRecipe, built around our insight that the definition of the ‘perfect mom’ has now evolved and come a long way. The reason for running the #ChangeTheRecipe campaign only in the digital sphere was to maximize reach and more importantly change perceptions within the current generation, predominantly present on social media.”

     

    Speaking about the core idea and execution, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia added, “With this new digital campaign, we wanted to tell all mothers that it was absolutely alright to be imperfect. Tata Sampann has definitely ‘changed the recipe’ for moms, underlining how imperfection is the new perfection. Women have a newfound fondness for experiments in the kitchen, and even embrace their happy culinary accidents. Very few brands in this category have been bold enough to execute a quirky idea like this one, and it is telling of how forward-thinking Tata Sampann is as a brand.”

     

     

  • Called ROI+, the new approach is designed to solve business challenges though advanced communications models

    Zenith launches new global brand vision and identity

    By A Correspondent

     

    Media agency network Zenith has unveiled a new global approach to communications, supported by a relaunch of its brand identity, proposition and platforms. Led by Zenith’s Global Brand President, Vittorio Bonori, the move carries forward Zenith’s ROI Agency positioning in 2002.

     

    Called ROI+, the new approach is designed to solve business challenges though advanced communications models, notes a communique, adding:“The approach has three key client benefits. First is the creation of ‘upstream’ strategies that deliver greater ROI through business transformation. Second is a focus on the full consumer journey in order to design personalised communication at scale. And third is maximising ‘downstream’ efficiencies through market-leading automation, such as machine learning. “

     

    Said Vittorio Bonori, Global Brand President, Zenith: “We have a vision for delivering transformational growth for our clients and this required a new way of working that embraces both technology and invention. I believe that Zenith’s new proposition and brand identity builds on our distinctive ROI positioning and sets us further apart from the competition.”

     

    Added Tanmay Mohanty, Group CEO, Zenith India: “Our first pillar is our ability to create upstream strategies that deliver business transformation.  For example, in ad-tech consulting, our upstream strategic development is greatly enhanced through ROI+. Second is our focus on the full consumer journey to deliver more effective communications strategies.  And third is our market leading approach to maximising downstream efficiencies. ROI+ enables us to apply sophisticated automation through AI and machine learning techniques.”

     

  • He will be based in Mumbai and will lead the business development and client servicing function of the division

    Dheeraj Dhawan joins Fountainhead as VP – Brand Solutions

    By A Correspondent

     

    Dheeraj Dhawan

    Fountainhead Digital MKTG, the digital and experiential innovation division from Fountainhead MKTG, has appointed DheerajDhawan as Vice President – Brand Solutions. He will be based in Mumbai and will lead the business development and client servicing function of the division.

     

    Speaking about his new role, Dhawan said, “In the last couple of years, I have mostly been working with specific brands and products, but at Fountainhead MKTG, the universe is open. I’m looking forward to working on projects that are experiential, digital and everything in between! It’s going to be both very challenging and very exciting!”

     

    Commenting on the appointment, Thapas Joseph, President – Digital at Fountainhead MKTG said: “We are very excited to have someone like Dheeraj join us. He comes with a very rich background in experiential marketing and technology and has been involved in some of the most pioneering work in this fast growing domain.”