MxMIndia

Category: ADVERTISING

  • A one-minute video film across its digital platforms

    Nobel Hygiene & Womb launch campaign for adult diapers

    By Our Staff

     

    Nobel Hygiene Friends, the adult diaper brand, has launched “Fear of Falling”, a one-minute video film across its digital platforms. Through this film and the corresponding #BreakTheFall campaign Friends hopes to educate viewers about the risk elders face in attempting to use the toilet alone at night.

     

    The campaign was made in collaboration with The Womb and designer-adperson Deepak Singh (founder of Vitamin D).

     

    Said Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene: “It is unfortunate but the truth that our elderly adults face every night. Incontinence is a severe issue that is shrouded in taboos in our country. It needs to be taken head on as it is an unavoidable biological fact that most of us will face at some point or the other as our bodies age. Yet we refuse to accept or extend help. People suffering from it choose to remain silent for fear of social ostracisation.”

     

    Added Singh: “When Nobel Hygiene came to us with the brief of creating this film, we found it to be a very timely and relevant initiative, keeping in mind the magnitude of the problem as stated by the facts and numbers. The idea was to bring out the scenario, that leads to elderly people falling or slipping in the bathroom, in an intriguing way. It’s reassuring to know that brands today are taking up some very real but unspoken issues and willing to open up conversations around them. And we are very glad to have played a part in it.”

     

  • Limited-edition Pepsi cans unveiled; inspired by the story of Capt Vikram Batra

    Pepsi salutes bravehearts on Kargil Vijay Diwas

    By Our Staff

     

    Pepsi has launched a set of limited-edition cans and a heartwarming ode as homage to Captain Vikram Batra and many other bravehearts, who led India to victory at Kargil.

     

    Speaking about the tribute, Captain Batra’s twin brother Vishal Batra said, “22 years ago, Vikram’s powerful voice rang out over a radio and inspired patriotism in Indians of all ages as he said ‘Yeh Dil Maange More’. Today, ahead of Kargil Vijay Diwas, I am both, proud and grateful that Pepsi is taking the story of his selflessness and courage across the country. It was an emotional experience for me to record the ode which is dedicated to my brother as it brought back many fond memories of him. I am hopeful that the story of his valour will inspire millions of Indians and remind them of the sacrifices by the brave souls who are on the border, so that we can feel safe back home.”

     

    Added an unnamed PepsiCo India spokesperson: “‘Yeh Dil Maange More’, a phrase that has always been synonymous with Pepsi, took on a new meaning when Capt. Batra adopted the line as his rallying cry. We are proud to honour the valour and selflessness of Capt. Batra and many other soldiers like him through the new limited-edition cans and a special heartfelt video. This Kargil Vijay Diwas, we are remembering all those brave heroes and salute their indomitable spirit and resilience.”

     

  • TVC campaign conceptualized by Creativeland Asia

    Saif Ali Khan is face of Godrej Expert Hair Colour

    By Our Staff

     

    Saif Ali Khan has been appointed brand ambassador for Godrej Expert Easy Shampoo Hair Colour. The brand association with Saif Ali Khan will be to drive penetration and awareness of this offering and shampoo hair colour category. Godrej Expert Easy has also unveiled a new TVC campaign featuring Saif conceptualised by Creativeland Asia, to highlight the product features and increase visibility of the category.

     

    Commenting on this announcement, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited, said:  “Godrej Expert Easy shampoo hair colour, is an innovation in the hair colour category. Through this offering, we are giving a solution to consumers who have time paucity and want to colour their instantly. Simplifying the entire process and achieving a new coloured hair look in 5 minutes is what makes Godrej Expert Easy an innovation. Our partnership with Saif Ali Khan will help us amplify awareness of the category as well as our product across urban and rural markets.”

     

    Commenting on the new TVC campaign, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, added: “Hair colouring has always been a time-consuming, tedious thing, that one needs to plan for. And grey hair has always come in the way of one’s style, when there’s a last minute plan. With Godrej Expert Easy Shampoo hair colour, hair colouring can be just as impromptu as your plans. The film, starring Saif, brings to life this insight in a light, banter-filled story between siblings.”

     

  • An extract from Ramesh Narayan’s just-release book 'A Different Route to Success'

    Goodbye, Agency Life

     

    By Ramesh Narayan

     

    Ramesh Narayan

    I had always talked about retiring when I turned 50.

     

    And friends always laughed it off as “third-drink talk”.

     

    The logic was that when I started off in advertising, like everyone else, I had some lofty items on my wish list.

     

    Good clients. A good bank balance. Some awards. Some role in industry affairs.

     

    And these appeared to be shimmering mirages on the horizon. As distant as the age of fifty, when you are starting off in life.

     

    Then suddenly toward the end of 2005, I realised I would be fifty in a few months. And I was in a cozy comfort zone. The Agency had grown. We had some blue chip clients, five offices across India. I had a team of colleagues whom I really liked. We had won some awards, in India and some international ones as well. I had served two terms as President of the Advertising Club and two terms as President of the Advertising Agencies Association of India. I was on the Board of the Audit Bureau of Circulation and the National Readership Survey Council. I prided myself as someone who ran an Agency that did not discount its 15% commission so was rather profitable. And all this had been done by the time I was 47.

     

    So in the years between 47 and 50 I was experiencing a growing feeling of unease about the way the advertising industry was developing. Media agencies were a reality. Unbundling had already taken place without a whimper of protest from the professionals who ran the big agencies. Probably because most of them were on a retirement mode by then. Large agencies who looked me with disdain twenty years ago when I began handling public sector companies were actively chasing them with absurd offers of 15% discount. Pitches were more ferocious and advertisers were happy to feast on a buffet of ideas, free of charge, during every pitch. Consultants and clients strategized. Agencies implemented.

     

    This was not the advertising industry I had signed up for. And then a friend was talking with me and said “even if you win this rat race, remember, you are still a rat”.

     

    So I spoke with my wife Devi for all of five minutes, and with my team at the office and proceeded to resign the HDFC Ltd. Account. I knew that when HDFC accepted that resignation I would be on a path of no return. And so the next day I knew my life in the advertising agency business would soon come to an end.

     

    I called Jacob Mathews who was then President of the Indian Newsapers Society and told him not to worry if he heard stories of Canco shutting shop. They would be true. But I would pay all my dues and honor all my commitments. He graciously said he never had a doubt about that.

     

    I waited till the last employee found a job and then went public with the news.

     

    I resigned from all industry Associations, and never attended an industry party or function for two years after that.

     

    A journey of 25 years with great colleagues, wonderful friends and fantastic memories. And I didn’t want to sell my Agency. As I said to a newspaper in an interview, “I was too old-fashioned to continue. Too stubborn to change”.

     

    Lesson learned. It is very difficult to get out of a comfort zone. But as the old song goes “if what you’re doing, doesn’t do it to you; walk away from it all”.

     

    Extracted with permission from the author

    A Different Route to Success – It Could Be Yours

    By Ramesh Narayan

    Notion Press

    110 Pages

    Rs 299 (paperback), Rs 51.45 (Kindle)

     

     

  • To promote its community stem cell banking division

    Mullen Lintas appointed creative partner for LifeCell International

    By Our Staff

     

    LifeCell International has appointed Mullen Lintas as their creative partner for promoting their community stem cell banking division. The communication mandate is to build consideration among parents-to-be towards making community stem cell banking an effective means to secure not just their baby’s future but also the future well-being of their family. The scope of the engagement is to drive home the advantage of community stem cell banking and build preference for LifeCell via multiple communication channels.

     

    Ishaan Khanna
    Ishaan Khanna

    Commenting on the association, Ishaan Khanna, CEO and Executive Director, LifeCell International said: “Being the leader in Community Stem Cell Banking, we feel it is our responsibility to keep innovating and make sure we reach maximum mothers highlighting the importance of stem cell preservation. With this objective in mind, we have some exciting ideas planned for this year for which we have on boarded Mullen Lintas as our creative agency.”

     

    Hari Krishnan
    Hari Krishnan

    Speaking about the win, Hari Krishnan, CEO, Mullen Lintas added: “We are elated to have been given the mandate for LifeCell. The scientific value and relevance of LifeCell in the health & wellbeing of consumers, is something that most consumers need an education on. We’re excited to partner with LifeCell in creating a new category in Health & Wellness.”

     

  • To steer strategy function for its offices across Mumbai, Bengaluru and Gurugram

    Anand Murty joins DDB Mudra as Strategy Head

    By Our Staff

     

    Anand Murty
    Anand Murty

    DDB Mudra has appointed Anand Murty to steer the strategy function for its offices across Mumbai, Bengaluru and Gurugram. Murty will report into Amit Kekre, National Strategy Head, DDB Mudra Group.

     

    In a career spanning over 18 years, Murty has worked as a marketer with consumer goods giant Reckitt Benckiser before moving to advertising and leading the strategy product for Ogilvy and Taproot Dentsu. He has led brands such as Sprite, Smartwater, Voltas, Honda, Pernod Ricard, GSK and Set Wet among others. His last stint was at Taproot Dentsu, where he led the strategy for the agency’s Gurugram division.

     

    Amit Kekre
    Amit Kekre

    Speaking about his appointment, Kekre said: “I am very excited to have Anand on board. With him on the team, a revamped strategy structure to suit the agency of the future, I am confident that we are in an even stronger position to fuel the Group’s ambitions and growth.”

     

    Talking further on his new role, Murty added: “I’m stoked to be a part of the DDB Mudra team. It is an absolute privilege to work with the incredible set of planners that DDB has nurtured over the years. I look forward to building and keeping up the momentum – and loving every moment of it.”

     

  • Gets Ratna Pathak Shah and Seema Pahwa to celebrate KFC’s new Double Down Burger

    Ogilvy & Mather films for KFC

    By Our Staff

     

    KFC has launched a new campaign film for its Double Down Burger. The film is conceptualised by Ogilvy & Mather India and stars actors Ratna Pathak Shah  and Seema Pahwa.

     

    Said Moksh Chopra, Chief Marketing Officer, KFC India: “Who could understand chicken love better than us? And as the maker of the World’s Tastiest Chicken, we very gladly take on the onus of fulfilling as many chicken dreams of KFC fans as possible. With its all-chicken and no bun construct, the launch of the Double Down Burger is THE biggest event in the history of burgerkind. It was only befitting then that this ultimate burger be launched by none other than iconic actors Ratna Pathak Shah and Seema Pahwa. Their on-screen chemistry and the peculiar exchange over a chicken conversation is bound to leave you in splits. Of course, Colonel Sanders intervenes with the delectable Double Down Burger in his signature style with a rock band assuring – ‘Jo Chicken Ke Liye Hai Badtameez, Unke Liye Hai Yeh Special Cheez.’”

     

    Added Ritu Sharda, Chief Creative Officer, Ogilvy (North), “We all have that one badtameez friend who eats all the chicken from a dish and leaves the gravy or chawal for the rest. This film shows one such lovingly badtameez person and how KFC’s Double Down, being all chicken, is truly meant for those who are ‘chicken ke liye badtameez’.”

     

  • #TeamBreastfeeding

    Philips Avent launches campaign

    By Our Staff

     

    Philips Avent child care brand has launched a campaign #TeamBreastfeeding. As per a recent online survey conducted with 1000 moms by Philips Avent, seven out of 10 mothers said that they want their husbands to participate in breastfeeding. According to a communique, the brand wants to communicate that “breastfeeding should not be seen as an issue that concerns only women and mothers but rather as a shared responsibility for both parents”.

     

    Commenting on the campaign, Vidyut Kaul, Head, Personal Health, Philips Indian subcontinent said: “At Philips, as we mark World Breastfeeding Week, we want to create an enabling environment for breastfeeding. The campaign #TeamBreastfeeding focuses on the efforts towards doing away with the romanticized version that does not tackle the real issues surrounding breastfeeding. The notion and thought behind this campaign focuses on how breastfeeding can be a shared responsibility and how fathers can contribute, and be a part of this wonderful journey.”

     

  • Urges Gen Z to take a stand against cyber-bullying

    Cadbury targets cyber-bullying in campaign

    By Our Staff

     

    Cadbury Dairy Milk has rolled out the next phase of its #HeartTheHate Campaign. Initiated in 2019, the campaign confronts the issue of cyber-bullying and encourages its audiences to express generosity.

     

    Commenting on the launch of the second edition of the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that a little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially today’s youngsters. Apart from the direct impact of bullying, the apathy of the silent bystander impacts the victims in a big way. While we were pleased to see the impact created online through #HeartTheHate which leveraged this insight, in 2019, we knew there was a lot of work still left to do. Through the next phase of the campaign, we hope to further reiterate Purple Heart as an emoticon that helps express solidarity with the bullied. This campaign leverages technology in a smart way to make consumers understand how breaking their silence and standing up for the victims can make a huge difference in their lives.”

     

    Commenting on the campaign, Neville Shah, Executive Creative Director, Ogilvy India, added: “The idea makes you see the effect of cyberbullying. Something we as silent bystanders, ignore. Because while the bullying or trolling maybe just words online, they have an impact in the real world. We shouldn’t ignore it. And we shouldn’t ask the victims to ignore it. So, a little push, a gentle nudge, a soft reminder to ask us bystanders to stand up and simply share a Purple Heart. Make the person smile. Let them know it’s NOT just trolls out there.”

     

  • To launch Desi Szechwan

    Triton films for Mother’s Recipe

    By Our Staff

     

    Mother’s Recipe has unveiled a new TVC to launch Desi Szechwan under the brand name ‘Recipe’. The TVC will be shown on all major OTT platforms.

     

    Commenting on the latest TVC launch Sanjana Desai, Executive Director, Mother’s Recipe, said: “We understand the changing profiles, thought processes, preferences, and discerning tastes of millennials based on which we created a product like Desi Szechwan Chutney. The TVC campaign depicts the spicy twist the chutney adds to any dish. With the zest to live life to the fullest and with bubbling energy, today’s youth are more open to creating new experiences. With the launch of our latest TVC, we aim to connect with our audience with the theme that is most relevant, Life ko spicy banao which reflects that taste Szechwan adds to any dish.”

     

    Added Triton Communication Creative team: “The campaign was the outcome of research we conducted on current trends & consumer behaviour. We were excited and privileged to be a part of the team. In today’s fast-paced world, where everyone is stressed for time, our dependency on ready products has grown, yet without sacrificing taste or quality. The campaign’s Objective was to highlight the exciting flavours of the Szechwan chutney which can add a burst of flavours to both food & life.”

     

  • To push brand across the country

    Dentsu Webchutney wins mandate for Acko GI

    By Our Staff

     

    Dentsu Webchutney has won the social media mandate for Acko General Insurance.

     

    Said GD Prasad, Vice President, Dentsu Webchutney: “In a short time, Acko has established itself as a disruptive brand that every player in the category will soon follow. To partner with them, is to take another step into the deep end of the impact of digital technologies. We have the enviable chance to build a brand whose actions are aligned with its values. We will continue to push the bar for them in what has turned out to be a year of fantastic partnerships with disruptive new brands for Dentsu Webchutney.”

     

    Speaking on the partnership, Ashish Mishra, Executive Vice President-Marketing, Acko General Insurance added: “We are absolutely thrilled to be joining forces with Dentsu Webchutney. Partnering with them to lead our charter on digital marks the beginning of a journey that is filled with intent and backed by action. We are certain that Dentsu Webchutney, with their nuanced understanding of the digital landscape, will fuel our vision to be the country’s most loved general insurance brand.”

     

  • The account will be handled by team based in Bengaluru

    HiveMinds to continue as Domino’s digital agency

    By Our Staff

     

    Hiveminds Innovative Market Solutions, the digital agency of Madison World, has been retained by Domino’s (Jubilant Foodworks Pvt Ltd) as its digital marketing agency. The account will be handled by the HiveMinds team based in Bengaluru.

     

    Said Sandeep Anand, EVP & Chief Marketing Officer, Jubilant Foodworks: “We’re glad to be continuing our association with HiveMinds for digital marketing mandate for performance. They have done some great work towards scaling our online revenues and overall App user base in the last 2+ years. They are the right partners for enabling our next phase of aggressive digital growth.”

     

    Added Deepti Bhadauria, Chief Strategy Officer, HiveMinds: “Winning the Domino’s digital mandate again is a matter of great honor for us. At HiveMinds, we believe in keeping ahead of the digital innovation curve and consistently delivering high-scale targets for our clients. Working with the Domino’s team enables us to set new benchmarks in digital growth and to keep pushing our own boundaries to do some award-winning work. We look forward to setting new stellar records together in the future.”