MxMIndia

Category: ADVERTISING

  • New logo designed by Nihilent Ltd (headed by KV ‘Pops’ Sridhar)

    ASCI refreshes ‘future-facing’ brand identity

    By Our Staff

     

    New ASCI logo
    The refreshed identity

    The Advertising Standards Council of India (ASCI) has unveiled a new brand identity to reflect, as its communique points out,  the “agenda of becoming future-facing and more inclusive”. The refresh comes close on the heels of new initiatives such as the guidelines for influencer marketing and online real money gaming and asci.social. Adds a communique: “ASCI has always been the conscience-keeper of the Indian advertising industry, and in this new phase, it aims to expand its offerings and services that will help advertisers balance creativity and responsibility.”

    Subhash Kamath
    Subhash Kamath

    Said Subhash Kamath, Chairman, ASCI: “ASCI has stepped into the next phase of challenges that impact the interests of consumers in new ways. With new-age challenges posed by the digital age, it is imperative for ASCI to take a leap into becoming a contemporary thought leader and add greater value to consumers, industry and all our stakeholders. The new logo represents this very interesting phase of ASCI’s journey, and the vibrant and optimistic outlook of responsible advertising. Our ideology and aim remain unchanged; however, we are now on the path to becoming a more dynamic and future facing organization.”

    KV 'Pops' Sridhar
    KV ‘Pops’ Sridhar

    Added KV Sridhar, Chief Creative Officer (Global), Nihilent Ltd, the company which designed the refreshed logo: “The colourful logo palette denotes the vibrancy of advertising and communication itself, as well as the diversity of ASCI’s stakeholders who have taken the oath to self-regulate and create ads with responsibility. The idea of creativity with responsibility is central to ASCI. The logo also reflects the dynamic nature of media platforms and the newer interesting ways in which communication is being created and consumed today. The elegant and inclusive font reflects an organization opening up to newer kinds of stakeholders, an organization that is collaborative and demonstrates leadership in bringing together the needs of different stakeholders. It signals that ASCI is gearing up towards this fast evolving and dynamic environment of consumers and advertising.

    Roger CB Pereira
    Roger CB Pereira

    Said marketing services veteran Roger C B Pereira, Founder Member, ASCI: The world today is remarkably different from when we started ASCI in 1985. However, what is noteworthy is that the twin principles of consumer protection and fostering creativity remain unchanged.

     

  • For its germ protection health soap – Cinthol Health Plus

    Cinthol gets actor Siddharth as brand ambassador

    By Our Staff

     

    Godrej Consumer Products Limited (GCPL) has brought onboard actor Siddharth Suryanarayan as the brand ambassador for Cinthol Health Plus soap. A new TVC campaign #HaiTaiyaarHum has been conceptualised by Creativeland Asia.

     

    Speaking about the collaboration, Siddharth said: “Cinthol is a legacy soap brand which I have personally used over the years.  I will be endorsing Cinthol Health Plus which stands for fearless protection. Being objective, firm and brave are some of the qualities which defines me as a person. This is the reason I feel my collaboration with the brand makes complete sense. Cinthol Heath Plus soap has the power of 99.9% germ protection with an amazing deo fragrance, which makes you confident as you take on everyday challenges. Given the ongoing Covid-19 situation, Cinthol and I want to encourage people to continue answering our call of duty because we have the assurance of Cinthol Health Plus.”

     

    Commenting on the appointment of the brand ambassador, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited, added: “Cinthol is amongst the iconic brands that we have from the house of Godrej. With our new partnership with Siddharth, we expect to disrupt our core markets and further strengthen the brand position. Together with Siddharth, we are bringing the messaging of taking on one’s duties fearlessly with the assurance of Cinthol. The new TVC anchored on fearless protection will bring alive Cinthol philosophy of Alive is Awesome in a unique way. Unlike other health soaps, Cinthol Health Plus delivers protection from germs without compromising on fragrance.”

     

     

  • To launch Lucida – the super glossy range of laminates

    Wunderman Thompson films for CenturyLaminates

    By Our Staff

     

    Century Plyboards  has launched a new campaign for its new high gloss range of laminates, Lucida. Bengali actor Jisshu Sengupta features in the TVC. The campaign has been conceptualised and created by Wunderman Thompson and produced by Small Fry Productions and will be promoted across popular regional shows.

     

    Speaking on the new TVC, Keshav Bhajanka, Executive Director, CenturyPly said: “Lucida is the super glossy range of surface solutions from Century Laminates. This is in high demand among customers mainly due to its quality, dazzling shine, wide range of attractive colours and its ability to retain shine with time. Kitchen is a place where furniture surfaces are subject to heat, smearing of food ingredients, finger prints etc. This advertisement campaign conveys the core benefit of shine and retention of shine in a very warm manner, no matter what rough treatments the Lucida surfaces are subject to. The attempt here is to make kitchen surfaces synonymous with Lucida from Century Laminates.”

     

  • Will represent the brand across platforms

    Narain Karthikeyan to be brand ambassador of JK Tyre

    By Our Staff

     

    Narain Karthikeyan
    Narain Karthikeyan

    JK Tyre & Industries Ltd has assigned Formula One driver Narain Karthikeyan as its brand ambassador. He will be the face of the brand to exemplify the company’s quest of driving innovation and excellence in the industry.

     

    Commenting on the association, Dr Raghupati Singhania, Chairman & Managing Director, JK Tyre & Industries said: “We are delighted to have Narain Karthikeyan represent JK Tyre brand in the country. Narain is committed to a large community of motorsports in India and his excellence aligns perfectly with the vision of JK Tyre. With his enigmatic persona, we hope to further enhance and strengthen the brand while building greater visibility.”

     

    Expressing excitement on the collaboration, Karthikeyan added: “I am proud to be associated with one of the most respected and pioneer brands. JK Tyre has achieved great milestones in the past with its unwavering commitment towards delivering best in class products and services and I’m eagerly looking forward to embarking on this exciting journey together with JK Tyre brand.”

     

  • It is the regional marketing strategy for Marie biscuit

    Parle Marie rolls out 3 new TVCs for Maharashtra

    By Our Staff

     

    Parle has launched three new TVCs in Maharashtra for Parle Marie biscuit. This new localised campaign is part of the company’s regional marketing strategy designed to drive engagement and build relationships with Parle regionally

     

    Speaking about the campaign, Mayank Shah, Senior Category Head at Parle Products said: “Parle Products as a brand has its roots deeply embedded in cities and rural areas alike and as we grow in new regions, we want our communications to be reflective of the people’s traditions, way of life and the local spirit. Every Indian has their own way of jibing, bonding and internal-puns, which is very much coincidental to their way of living and culture.  This campaign has been tailored keeping in mind Maharashtrian way of life nuancing cultural codes and traditions of Maharashtra. This will make consumers relate and bond with the brand. All the films unfold over warm moments of enjoying the biscuit with friends and family, with beautiful stories woven in between bites of Marie. We are hoping to connect with the consumers in a deeper and meaningful way and make Parle Marie an inseparable part of Gupshup and Baatchit.”

     

  • The wedding anthem video has been directed by director Kookie Gulati

    Dentsu unveils the Brides of India anthem for Malabar Jewellers

    By Our Staff

     

    Malabar Gold & Diamonds has kicked off the 9th edition of its Brides of India campaign with a special wedding theme song titled #MakeWayForTheBride. It features brand ambassadors of Malabar Gold & Diamonds, actors Anil Kapoor and Kareena Kapoor along with brides from diverse regions of the country. The Brides of India 2021 wedding anthem has been conceptualised by the creative agency Dentsu India and directed by Kookie Gulati.

     

    Said Malabar Group Chairman MP Ahammed: “The Brides of India Campaign is our tribute to the new-age brides and their awe-inspiring individuality. Over the last ten years, Brides of India has played a pivotal role in showcasing our versatility in catering to all bridal jewellery needs from all around the country. The theme of Brides of India 2021 encourages all to make way for the bride. Because this is her moment, it’s her big day, and she’s here to own it! She’s here to shine and make sure the world knows it. With the launch of Brides of India 2021 campaign, we celebrate the brides who choose to make the big day all about her. With designs that cater to varied sensibilities of new-age brides across regions, there is something unique for every bride to complement her unique entry.”

     

  • Will strengthen brand

    M/Six wins Nilon’s food mandate

    By Our Staff

     

    M/Six, the GroupM outcome-based agency, has won integrated media duties for Nilon’s  processed food companies. The agency will drive Nilon’s brand experience with its data intelligence and consumer-centric approach.

     

    Said Saket Sinha, Senior Vice President and Head of M/Six India said: “We are thrilled to have a name like Nilon’s added to our clientele. Nilon’s partnership is very special to us since they capitalize on m/SIX’s CPG expertise. Our teams will further strengthen the brand’s presence across the country using our capabilities of strategic planning at both, a macro and micro level.  Our teams will closely work together, targeting a clearly-defined audience effectively and efficiently through our marketing strategies.”

     

    Added Dipak Sanghavi, Managing Director and CEO, Nilon’s said, “Nilon’s as a brand is on a growth path, and we wanted to partner with a team who could align themselves to this journey. We started working closely with M/Six for the launch of our new brand campaign ‘Isme pyaar mila hai’. So far, the team has been able to meet our objective of driving consideration for the brand and with their deep expertise in social media and digital marketing, they did a commendable job. We are looking forward to working with M/Six’s dynamic team to further strengthen our brand presence.”

     

  • To showcase its latest achievements

    Oppo launches campaign ahead of I-Day

    By Our Staff

     

    Chinese smartphone major Oppo has announced the launch of its ‘ChargeUp’ campaign that showcases its latest tech measures.

     

    Speaking about Oppo’s Independence Day ‘Charge Up campaign, Damyant Singh Khanoria, Chief Marketing Officer, Oppo India said, “Oppo is renowned as the global leader in Charging and Battery technologies. As of June 30, 2021, Oppo has already applied for over 3,000 patents related to fast charge technology and we continue to explore how we can bring meaningful innovations to our consumers. The ‘Charge Up’ campaign is an opportunity for our consumers to get their favourite OPPO Reno6 Pro 5G or F19 series smartphones.”

     

  • They are now both Vice Presidents

    Madison Digital elevates Chintan Soni & Kosal Malladi

    By Our Staff

     

    Chintan Soni
    Chintan Soni
    Kosal Malladi
    Kosal Malladi

    Madison Digital has just announced the promotions of Chintan Soni and Kosal Malladi to Vice Presidents. Both, notes a communique, have played an instrumental role in the growth and success of Madison Digital since joining the organisation in 2013 and 2018 respectively.

     

    Said Vishal Chinchankar, CEO, Madison Digital, “Chintan and Kosal have been a great asset to the Madison Digital team, with the same vision of growing the vertical and taking business to greater heights. Year on year, they have been delivering exceptional results and we couldn’t be happier to give them the much-needed promotion they deserve!”

     

  • The digital creative-led agency was founded by Rohan Mehta and Chandni Shah in 2011

    Finally! FCB acquires equity in Kinnect

     

    By Our Staff

     

     

    Marketing services conglomerate Interpublic and FCB have announced the acquisition of equity stake in Kinnect, billed as India’s largest independent digital marketing agency. While the agency will partner FCB Group India, it will continue to operate under the management of its current leadership.

     

     

    We’ve prefixed the headline with a ‘Finally’ because this has been in the works for a while, and was in fact going to be announced before the pandemic or around the time. With this acquisition, the FCB group beefs up its digital media arsenal.

     

     

    Founded by Rohan Mehta and Chandni Shah in 2011, Kinnect has over 350 employees working across offices in Mumbai, Delhi and Bengaluru. Awarded Campaign South Asia’s Independent Agency of the Year multiple times, and Digital Agency of the Year 2020, Kinnect has clients such as Amazon, Asian Paints, HDFC Bank, P&G Group (Ariel, Tide & Old Spice), Disney+Hotstar, Bytedance Group (the TikTok owners), TVS Motors, RPSG Group, and more.

     

     

    Speaking about the acquisition, Rohit Ohri, Chairman and CEO, FCB Group India, said, “We believe that today creativity needs to be fueled by technology and data. Our ideas must not only generate greater long-term brand value but also activate business in the short term. This new partnership between the FCB Group, India’s most awarded creative agency, and Kinnect, India’s largest independent digital agency, will actualize this vision and mission for all our clients.”

     

     

    In addition to creative work, the agency also has a media planning and buying arm called Media Kinnect. Although not spelt out, it’s not unlikely if it works closely with Lodestar, the media that’s part of the larger FCB network.

     

     

    Kinnect also has divisions for specific activities: for influencer amd talent outreach it’s Kinnect Outreach, for reputation management and listening – Kinnect 24/7, Kinnect Tech and Kinnect Productions for production activity.

     

     

    Discussing the partnership with FCB Group India, Rohan Mehta, CEO, Kinnect, said: “This development represents an exciting new chapter in our journey! As part of a global network, we see a huge opportunity to learn from their experiences and apply them in an Indian context. We will continue building new capabilities and evolving our services based on the needs of the markets while focusing on delivering the most effective solutions for our clients.”

     

     

    Added Chandni Shah, COO, Kinnect:  “We are thrilled to be joining forces with the FCB Group. Leveraging their expertise in building brands over decades, we hope to achieve similar legacies for our clients. Together we look forward to engineering a more transformative and holistic experience for brands and are excited about the possibilities of what we can achieve together.”

     

     

  • Will be consulting the backpacker hostel brand on its marketing and technology initiatives

    Not Your Idea wins marketing mandate for GoStops

    By Our Staff

     

    Not Your Idea (NYI), a marketing and content solutions company, has won the marketing mandate for GoStops, the backpacker hostel brand.

     

    Pankaj Parwanda
    Pankaj Parwanda

    Speaking on the move, Pankaj Parwanda, Co-Founder, GoStops said: “We are excited about partnering with Not Your Idea. We are now stepping into the next phase of business growth, that we believe will be propelled by an innovative exercise to engage with our audience – the youth. The content preferences of GenZ are ever-evolving. We are cognizant that keeping them engaged in the brand and category is a specialisation by itself, and NYI is well-poised to guide us in this phase. We are thrilled about the potential that good content discovery complemented by sound technology unlocks for the idea of youth travel and GoStops, specifically.”

     

    Ojas Mhatre
    Ojas Mhatre

    Said Ojas Mhatre, Co-Founder, Not Your Idea: “We are thrilled to be associated with GoStops, the most preferred and fastest growing hostel brand in India. GoStops has a strong reputation among the youth of the country when it comes to their preferred choice of accommodation. We believe GoStops has the potential to be the undisputed leader in the youth travel sector and we are beyond excited to partner with them on this journey.”

     

  • About  65% of ad execs believe market will be worth between US$50 Billion and US$55 Billion by 2026

    OOH ad market to grow exponentially: Alfi

    By Our Staff

     

    A new research revealing that 74% of global senior advertising executives strongly believe developing and expanding ad ecosystems and networks, in line with the rise of smart cities, will offer explosive growth opportunities in the Digital Out of Home (DOOH) advertising market.  The study is from Alfi, an AI enterprise SaaS advertising platform.

     

    Other key findings from the research include:

    93% of advertising executives interviewed believe that society has become more digitized during the COVID-19 crisis and this will fuel expansion in the DOOH advertising market.

     

    61% senior advertising executives interviewed believe strongly that given the inherent characteristics of outdoor advertising, digital technology is becoming well integrated with the changes in consumers’ interaction with advertisers.

     

    Said Paul Pereira, CEO, Alfi: “Digital technology in outdoor advertising offers advertisers and brands the advantage of reaching target audiences with relevant content and increased interaction levels at a relatively lower cost than traditional advertising.  Increased popularity of these features and reliance on intelligent screens that include our software is preparing brands to capitalize on the shifting advertising market. As consumer preferences and lifestyles continue to change, the focus for brands and advertisers should remain on catering to people’s unique needs. Alfi is already seeing an increase in consumers’ interest in, and willingness to, interact with digital advertising outside of their homes when the content is interesting and well-targeted.”