MxMIndia

Category: ADVERTISING

  • Reassures painters and their families of their safe painting service

    Ogilvy Mumbai creates campaign for Asian Paints

    By A Correspondent

     

    Ogilvy Mumbai has devised a campaign for Asian Paints targeting painters and their families on ‘safe painting’.

     

    Said Amit Syngle, MD and CEO, Asian Paints Limited: “Communitarianism is mirrored in Asian Paints’ beliefs and practices. Caring about the well-being of our stakeholders has always been the utmost priority. We understand the current threat of infection is a serious cause of concern for our painters, their families and our consumers, hence we devised the Safe Painting Service to safeguard their needs. This digital campaign echoes our priority and apprises them of the provision and safety–standards we are putting into place to ensure their well-being and safety; all this while ensuring great looking homes.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “We wanted to assure people of the steps we have taken to ensure that the painting process is totally safe. We started by assuring the most important person about the safe painting services – the painter’s family.”

     

     

  • A closer look at the data spells a very different yet hopeful scenario – shedding some light on the changing consumer habits/ sentiments and a paradigm shift in the power that once controlled TV, write Amit Ray, Priya Jacob and Team Network Media in the second of our adspend scans by the Network Media team

    Adspend Scan – II: Things may not look as Bleak as they are Projected to be

    By Amit Ray, Priya Jacob and Team Network Media

     

    The Indian media, especially television, has been under tremendous pressure on advertising revenues ever since the nation went into lockdown – 10 weeks ago.

     

    While there have been several discussions about major advertisers having curtailed their adspends backed by the huge reduction in ad volumes, things may not look as bleak as they are projected to be.

     

    In fact, a closer look at the data spells a very different yet hopeful scenario – shedding some light on the changing consumer habits/ sentiments and a paradigm shift in the power that once controlled TV.

     

    :: 287 new brands/variants of different brands were being advertised on TV every week, during the last 6 weeks

    :: 37 product groups out of 472 odd listed products registered a growth in inventory bought on TV after Nation went into a lockdown from March 25.

     

    Interestingly, these 37 product groups accounted for more than 45% of TV inventory consumed during lockdown while before lockdown they accounted only for a meagre 22%.
    While it is no surprise that a few products from giants like HUL, GCMMF still feature in the list – a testament to being listed under essentials – the real story lies in those products which have come into foray.

     

    :: Time spent on gaming and number of online gamers have increased by 1.25 times. This has been capitalised by the online gaming industry whose inventory consumption saw an unprecedented growth of 151% during lockdown.

    :: Taking a cue, the banking industry is also pushing its digital products more than ever during these times. Internet banking and digital wallets have seen an increase of customers by 1.2 times – a fact corroborated by their fair consumption of the inventory as opposed to other products in the category namely home loans.

     

    One of the major categories to take hit is the ice-cream category, where the previous years have seen a copious amount of inventory being consumed by the Ice cream giants Amul and HUL. The current situation has led both corporates to cut on the inventory in this category.

     

    Considering that the pandemic will be still on the horizon in the coming few months and consumers are likely to continue to operate from their homes as opposed to their offices, it is only logical that the personal skin care segment which has taken a hit by 50%, will be relegated from the shopping lists of the consumers.

     

    That majors like Vicco and Emami have been completely absent during these Covid times is perhaps sign for upcoming decrease in the same segment.

     

    Currently, with the signs seen in the consumption pattern of media and inventory, it looks like the shopping cart of an average Indian consumer has already undergone a major change. May be the consumer has adopted quicker than any to live with this pandemic than to wait for it to subside.

     

    Sources: Adex (Pre Covid period: Weeks 1-12,2020 & Covid period: Weeks 13-21.2020)

    (1)- BARC India and Nielsen’s 8th Edition of TV viewership and smartphone consumption behaviour during COVID-19, compared to pre-covid period

    (2)-BCG’s ‘COVID-19 consumer sentiment research’

     

    Note: The analysis is based on the advertising seconds and not rupee spend.

    Given the industry report the reduction is much higher in rupee revenue when compared to advertising seconds

     

    Manu G Nath and Vaidehi Datta from Network Media also contributed to this article

     

     

  • The campaign has been created by OPN Advertising

    Gulf Oil campaign features Dhoni on living positively

    By A Correspondent

     

    Gulf Oil Lubricants has launched an animated video campaign featuring brand ambassador MS Dhoni with the message #NewWayForward, emphasising the significance of having a positive outlook when we are all set to return to our daily routine post-lockdown.

     

    Said Ravi Chawla, Managing Director, Gulf Oil Lubricants India Ltd: “In these trying times, humankind has been facing some major setbacks. With the ‘new normal’, our lives won’t be the same. We have to be conscious of our actions and collectively work towards crafting a better future. As a responsible brand, we urge our valued customers to stay strong and embrace these changes positively, so that we may emerge stronger than before.”

     

    Added Chockalingam S, Creative Head, OPN Advertising: “The idea for the film came from a meeting while we were discussing the way forward with the Gulf team and Mr. Ravi Chawla said “This crisis is an opportunity for us to strive better, and that essentially sets the tone for the film”. The film represents Gulf Oil’s spirit of being mindful, optimistic, and progressive, and stars the brand ambassador for more than 10 years now – MS Dhoni. He has the ideal personality to spread positivity in these tough times.”

     

     

  • The graphs by FCB Ulka show people staying at home, so that they contribute to ‘Flatten The Curve’

    FCB Ulka’s Flatten The Curve

    By A Correspondent

     

    To drive communication on flattening the curve, FCB Ulka has come up with graphic representations that drive this important message. The graphs by FCB Ulka show people staying at home, so that they contribute to ‘Flatten The Curve’.

     

    Speaking about the idea, Swati Bhattacharya, CCO, FCB Ulka, said: “I am really proud that UNAIDS took this piece of work and shared it all over Europe. Never has the world been more united than in our fight against covid19.” Added Surjo Dutt – NCD FCB Ulka Delhi: “Flattening the curve is the one big thing common folk can do. Hence, we created communication that makes people enjoy/engage/evangelise this curve.”

     

    The creator of the campaign, Anusheela Saha, Group Creative Director, FCB Ulka, said: “The truth is that on social media, data or graphs are not compelling for most. So, we made it our task to present information in a way that becomes compelling to many.”

     

    Said Mahesh Mahalingam, Director, Communications and Global Advocacy, UNAIDS: “Flatten the curve was an attempt to make an epidemiological concept understood in practical ways by the public. We wanted to make staying at home less stressful and more fun at a time when Covid-19 was spreading across the world. FCB Ulka helped us in bringing home the message of staying home in a witty yet factual fashion.”

     

     

  • The digital mandate will be handled by the agency's Bengaluru office

    FoxyMoron wins digital mandate for AO Smith

    By A Correspondent

     

    Water appliance maker A O Smith has awarded its mandate to digital marketing solutions agency FoxyMoron. Additionally, the agency will also be contributing towards all ATL marketing activities for the brand. The digital mandate will be handled by the agency’s Bengaluru office.

     

    Speaking about the win, Kartik Hariharan, Business Head, South, FoxyMoron, said: “It is a proud moment for us to win the mandate of a brand like A.O Smith, a global brand and market leader. This is a category first for us and we look forward to learning and delivering impactful campaigns that align with the brand’s global vision.”

     

     

  • WPP and kidtech platform SuperAwesome have announced a partnership to advance the standards of privacy for children in the global digital ecosystem

    WPP & SuperAwesome announce partnership to ensure privacy & safety for kids and families

    By A Correspondent

     

    Given the shifts in children’s online consumption patterns, WPP has announced a parternship with kidtech platform SuperAwesome.

     

    WPP agencies and clients will have access to the team at SuperAwesome and its kid-safe engagement platform and insights tools, including the company’s KidAware certification programme that ensures online engagement complies with the latest privacy legislation and advertising standards. The partnership builds on existing controls GroupM has helped to establish that excludes or minimises the risk of exposure to unsuitable content for children in social media.

     

    Said Mark Read, CEO of WPP: “We’re already seeing big changes in family life as a result of the coronavirus pandemic and how we all interact with technology. WPP’s partnership with SuperAwesome is part of our commitment to ensure children’s safety while engaging with content online. It sets the first benchmark for digital privacy for children and provides our clients with access to industry-leading strategies and the latest privacy-by-design technology for the under-16 digital media space.”

     

    Added Dylan Collins, CEO of SuperAwesome: “Kids’ opinions are increasingly important in the family and for society. Retail, personal care, entertainment and brands in many other verticals understand the influence youth have on their businesses, but have been struggling to understand how to engage responsibly and compliantly. It’s a business imperative to evolve how we interact with and support the under-16 audiences, especially as their digital consumption patterns will be forever changed by their Covid-19 experiences. We are proud to be working with WPP and their clients to proactively lead best practices for kid-safe digital engagement everywhere.”

     

     

  • The campaign theme of “Ab nazdeeki dukaan, aapka bank” underscores Airtel Payments Bank’s distribution reach and its innovative ‘at arm’s length’ retail led model

    Airtel Payments Bank campaign showcases ease of digital banking

    By A Correspondent

     

    Airtel Payments Bank has unveiled a campaign titled “Ab nazdeeki dukaan, aapka bank” that underscores its distribution reach and its innovative ‘at arm’s length’ retail led model

     

    Conceived by Taproot Dentsu, the campaign will have a 360-degree media mix including TV, print and outdoor which will be rolled out in a phased manner.

     

    Said Anubrata Biswas, MD & CEO, Airtel Payments Bank: “We have always had the end consumer at the heart of everything we do as we inch closer to our vision of taking banking services to the underserved majority. We have been extensively working to innovate and build a differentiated and relevant banking ecosystem that is simple, convenient and easily accessible for everyone. With our unique retail based model of small kiranas, medical store and other neighborhood shops that work as banking points, we have been able to making banking services easily accessible across the deeper pockets of the country.”

     

    Added Agnello Dias, Co-founder & Chief Creative Officer, Taproot Dentsu: “Airtel Payments Bank is a sorely-needed advantage in these times and the communication, especially the film, highlights how it can be a life saver when you need it most. The ease and simplicity with which you can open an account is vividly demonstrated in this storyline which dramatizes an emergency in a positive manner.”

     

     

  • Laadli to award Fellowships to 15 in-depth investigative stories on gender issues in the Covid-19 19 context

    Population First invites entries for Laadli Awards

    By A Correspondent

     

    Mumbai-based social impact organisation Population First, which works for women empowerment and gender equality, has announced its ‘Call for Entries’ for the 10th Laadli Media and Advertising Awards for Gender Sensitivity (LMAAGS) 2020. The date for receiving entries is 30th June 2020.

     

    Said Dr A L  Sharada, Director, Population First: “From mere 100 entries in 2007 to more than 1500 entries in 2017, Laadli Media Awards have come a long way in acknowledging the media’s contribution in women empowerment and gender issues. The increasing volume of discussion in public domain on gender issues is an indication that we are witnessing the beginnings of change. These awards facilitate engagement of journalists with gender issues and we are happy to note that our various interventions have resulted in more coverage from gender perspective over the years across media.”

     

    Over 800 awards across 14 languages in print, electronic, radio and web categories have been presented to media and advertising professionals from across the country since 2007.

     

    Added Dr Sharada: “Considering the popularity of OTT streaming sites & applications, an award for a Web Series is also introduced this year.  Also, two new and popular awards are being introduced in the General Entertainment segment for the Most Inspiring Woman Protagonist and Best Episode with a positive message on a gender issue”, she informed. A special award for Best Reporting on Covid-19 from a gender perspective is also being introduced in this edition.

     

    For detailed guidelines and entry form, visit www.populationfirst.org or email at laadlimediaawards2020@gmail.com.

     

     

  • The International Advertising Association (IAA) India Chapter has released a multimedia campaign to focus attention on the need to raise funds to rehabilitate the hapless victims of the Cyclone that caused havoc in the two States

    IAA & Havas India release campaign for Bengal & Odisha

    By A Correspondent

     

    The International Advertising Association (IAA) India Chapter has released a multimedia campaign to focus attention on the need to raise funds to rehabilitate the hapless victims of the Cyclone that caused havoc in the two States.

     

    Said Punit Goenka, President, IAA – India Chapter: “While the entire Nation is fighting against Covid-19, Bengal and Odisha have also been battling with the impact caused due to the cyclone. We have always believed in the fact that effective communication implemented at the right time, positively generates the required change. I am very glad that the team IAA’s India Chapter along with Havas India, instantly synergized and created an impactful campaign, urging people to virtually join hands and support the rehabilitation initiatives. “.

     

    Added Bobby Pawar Chairman & CCO Havas India: “The campaign posed a difficult challenge. How do you get people who are themselves affected by a crisis to care about the plight of those who have been struck by another? The solution was to use the very same things we find hard about our current situation and depict how much worse it is for the millions affected by the cyclone and the pandemic. IAA always rises to the occasion when there is a need and I am thankful to them for letting us be a part of this effort.”

     

    Said Rana Barua, Group CEO, Havas India: “As a member of the IAA and a responsible part of the communications industry, it’s really up to us to create work that stirs the conscience of the world and makes people understand the true extent of this terrible situation in Bengal and Odisha. I am sure this initiative driven by the IAA and Havas will help create an impetus for people to contribute and help in the massive rehabilitation programs.

     

     

  • The campaign is titled ‘Safer For Each Other’

    Uber calls on riders to prioritise safety

    By A Correspondent

     

    Uber has launched a new marketing campaign, ‘Safer For Each Other’, to underscore that safety, too, can spread if riders sanitise their hands, wears a mask, and don’t travel when sick, thereby making the entire platform safer for the next rider.

     

    Speaking on the launch, Pavan Vaish, Head of Central Operations, Uber India and South Asia said: ”At Uber, safety of everyone who uses our platform is a priority. The post-lockdown world is different from before, and we have to re-learn and re-adapt. Through #SaferForEachOther campaign, we aim to spread the message that every rider’s indulgence in their personal safety not only makes the driver safer, but also every trip that follows.”

     

     

  • Uses’reverse poetry’ to spread the message of reversing the damage we have caused to our planet

    Luminous & 82.5 campaign on World Environment Day

    By A Correspondent

     

    It was World Environment Day on Friday, June 5 and inverter-makers Luminous unveiled a campaign by the Ogilvy group’s 82.5 Communications.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5: “We thought it apt to use the device of ’reverse poetry’ to spread the message of reversing the damage we have caused to our planet. This message is more relevant than ever this year as we have experienced both the ill-effects of a ‘disturbed nature’ as well as proof of how quickly it regenerates when left in peace.”

     

     

  • Mirum is implementing marketing automation solutions from the Salesforce Marketing Cloud suite for NIIT

    Mirum implements marketing automation solution for NIIT

    By A Correspondent

     

    Skills and talent development major NIIT has commissioned Mirum to implement its marketing automation solutions from the Salesforce Marketing Cloud suite.

     

    Said Hareesh Tibrewala, Joint CEO, Mirum India: “NIIT is a leader in skill development space and it is a great experience to work with them. Mirum has been one of the early providers of marketing automation services in India and is now a Salesforce go-to-partner for marketing cloud implementations. We have brought to the table our eight years of experience, to provide a seamless marketing automation solution for NIIT.”