MxMIndia

Category: MARKETING

  • The campaign opinionates how younger brand has caught the eye of the youth and older brands are ageing

    Gionee unveils new campaign ELIFE S7

    By A Correspondent

     

    Gionee has unveiled a new TEVC for ELIFE S7 that is designed to evoke a sense of one-upmanship. The entire campaign encompasses the complete attitude of the brand which is young, bold and dares to take new strides. The campaign opinionates how younger brand has caught the eye of the youth and older brands are ageing.

     

    The tonality of the campaign captures the desire of the youth for technology and their ease with it. As far as the elder generation goes, the campaign reflects their confusion.

     

    “Speed is a youth trip. The paradox is that they have far more time yet far less patience. But their spare time is their trip time – downloads, surfing, video chats, games etc. And in their world, anyone who doesn’t get the latest in technology is an ‘Ufff Person’. And the closest is their dads,” said Anand Suspi, Creative Director and Copywriter.

     

    The S7 campaign is a series of films that will be aired during IPL. The core thought is extended across digital, retail and outdoor. The films have been shot across various locations in Bengaluru.

     

  • The agency's Mumbai office will manage the mainline creative services for the high-end home appliances company

    L & K Saatchi & Saatchi bags mandate of Siemens home appliances

    By A Correspondent

     

    BSH Home Appliances has assigned its Siemens Home Appliances brand mandate to L&K Saatchi & Saatchi India, following a multi-agency pitch. The agency’s Mumbai office will manage the mainline creative services for the high-end home appliances company, who’ve been retailing aspirational kitchens appliances in India since 1997.

     

    Anil S. Nair, CEO & Managing Partner, L&K Saatchi & Saatchi said, “Siemens is a very respected brand in the home appliances category and we are honored that they have chosen us to be their creative partner. We hope to work closely with the marketing team to strengthen their leadership in the premium segment in the coming years.”

     

    On appointing L & K Saatchi and Saatchi, Bhavya Shah, Head of Brand Marketing, BSH Home Appliances said, “We are glad to welcome onboard L&K Saatchi & Saatchi to manage the mainline creative services of Siemens appliances in India. We as a company are driven by innovation and cutting edge technology, and Saatchi & Saatchi matched our expectations on scale, experience and the same drive to redefine the market. We are positive that this partnership will help us strengthen our position in India and go on to redefine Indian Homes.”

     

  • The account will be handled out of ZO's Mumbai office

    Faaso’s hands over media biz mandate to ZenithOptimedia

    By A Correspondent

     

    ZenithOptimedia Mumbai has won the media mandate for Faasos after a selection process that involved a multi-agency pitch. This mandate covers all aspects of the company’s media planning & buying, and will include digital and OOH duties as well. The account will be handled out of ZO’s Mumbai office.

     

    Faasos is a food technology business which delivers more than 75,000 orders through its mobile app every month across eight major cities. The company which recently raised US$ 20 mn from Lightbox Ventures, Sequoia Capital and Innoven Capital, is planning to build brand awareness across the Country while it expands to 15+ cities by the end of the year.

     

    Anupriya Acharya

    Revant Bhate, Co-founder and CMO, Faasos, said, “We needed a partner in Mumbai who has a deep understanding of the Consumer Internet space and it’s complex ever-evolving relationship with media touch points. ZenithOptimedia impressed us with their strategic framework and ability to execute with speed and accuracy.”

     

    Commenting on the win, Anupriya Acharya, Group CEO, ZenithOptimedia Group, said “This is a significant win for ZO in a sector that is fast growing and future facing. It is indeed a matter of pride for us to be partnering with Faasos.”

     

  • The Turkish cover of "Why this Kolaveri Di" for Coca Cola ad goes viral with over 326,000 views in two days

    ‘Kolaveri di…’ gets a Turkish makeover in new Coca Cola ad

    By A Correspondent

     

    With almost 100 million hits on YouTube, Sony Music has licensed one of the biggest viral rages of 2011 to Coca Cola Turkey. Going beyond geographies, ‘Why this Kolaveri Di’ is one of the biggest hits worldwide, to put it simply.

     

    What started as a simple activity, of posting a video online, progressed to becoming viral nearly four years ago. Coca Cola picked up the tune for their Turkish advertisement and posted the video on May 4, 2015 on YouTube, in which the Kolaveri tune is taken to the beach and given a different twist with the Turkish lyrics.

     

    The video has been picked up well and has garnered over 326,000 views and still counting on YouTube in just two days.

     

  • Star cricketers from 'Sunrisers Hyderabad' unveiled the logo

    DTDC rebrands to DTDC Express Limited; unveils new logo

    By A Correspondent

     

    DTDC launched its new cobranded logo that was unveiled by marquee cricketers of the Sunrisers Hyderabad. DTDC has embarked upon the journey of transforming its identity through a strategic partnership with Geopost’s DPDgroup – Europe’s second largest Parcels Delivery player. The brand name has been re-christened to DTDC Express Limited as the company focuses to enhance their expertise in the logistics industry under their Vision 2020program.

     

    DTDC being the official logistics partner of the Sunrisers Hyderabad for IPL Season8 invited star cricketers David Warner, Trent Boult, Bhuvneshwar Kumar, Dale Steyn and Eoin Morgan to unveil the new logo.

     

    “Our rebranding and rechristening coincides with the firm’s global Vision 2020 strategy which is about repositioning DTDC as a complete express logistics player in the markets we operate in. It echoes our aspiration to focus on qualities that make us different from our competitors and more valuable to our customers”, said Abhishek Chakraborty, Executive Director, DTDC.

     

    The alliance with DPDgroup enables DTDC to provide unmatched service levels to its customers to any part of the world. With DPD’s superior infrastructure, wider geographical network and reach, DTDC is focused to provide customers with one of the most competitive service offerings for the European market.

     

  • The agency won the account of the automobile brand following a multi-agency pitch

    Isobar wins digital mandate of JK Tyres

    By A Correspondent

     

    JK Tyres has appointed Isobar, the full service digital agency from Dentsu Aegis Network, as their digital agency of record. The agency won the account of the automobile brand following a multi-agency pitch.

     

    Sharing his thoughts on the association, Amitabh Prasad, General Manager – Marketing, JK Tyre & Industries said, “We are glad to see the enthusiasm that the people at Isobar have for the JK Tyre brand. While digital campaign planning and implementation comes naturally to a reputed agency like Isobar, what we are really looking forward to is the passion that these digital pioneers will bring to the table.”

     

    Shamsuddin Jasani

    Commenting on the win, Shamsuddin Jasani, Managing Director, Isobar India said, “We are privileged to work with JK Tyres. This win is a testament to the fact that we strive to provide innovative solutions and ideas without limits to our clients. It enhances our credentials as the leading full service digital marketing agency in India.”

     

  • With a lot riding on the megastar – some 10 national brands and some films, the May 8 decision will be the decider

    Will Brand Salman lose sheen post conviction?

     

    By Ratna Bhushan & Nandini Raghavendra

     

    Almost all brands that Salman Khan endorses have started looking for ways to limit or withdraw their association with the Bollywood superstar soon after the Bombay High Court sentenced him to five years in jail for ‘culpable homicide’ in a 2002 hit-and-run incident.

     

    Khan, one of the most popular actors in the country, endorses about 10 national brands including Thums Up cola, Suzuki two-wheelers, HUL’s Wheel detergent, energy capsule Revital and online travel firm Yatra.com. He has over  Rs 200 crore riding on him and is known to charge Rs 4-5 crore a day for endorsements. While the court granted the 49-year-old actor two days’ interim bail late in the day, it is seen as only a temporary reprieve. “If on May 8, Salman does go to jail, we will certainly begin withdrawing television commercials and outdoor hoardings,” said an official of a top brand that Khan endorses.

     

    Atul Kasbekar, promoter of celebrity management firm Bling Entertainment that represents Sonam Kapoor and Farhan Akhtar, said, “Almost all endorsement contracts include riders that if either the celebrity or the brand does something unacceptable, the contract can be terminated. Either the brand can terminate the contract or the celebrity can decide to end the contract – it works both ways.”

     

    The court on Wednesday found Khan guilty of culpable homicide, saying he was driving under the influence of alcohol in a 2002 run-over accident that killed a man sleeping on the pavement. For most brands Khan is their most visible and expensive ambassador, and his sentencing will force most of them to completely change their advertising plans. Thums Up, for example, will have to withdraw Khan’s advertising just in the peak beverage season of summer months. A spokesperson of Coca-Cola, which owns Thums Up, said, “We hold the court verdict in the highest regard. We are evaluating the next steps.” Thums Up’s contract with Khan ends next year and it is most unlikely to renew the contract Spokespersons of HUL and Sun Pharma-owned Revital declined comment on whether they would continue their association with Khan. Suzuki couldn’t be reached for comment.

     

    The CEO of a top talent management firm said, “There’s no way that multinational brands could continue with a convicted person. These firms are also answerable to their international teams and contracts clearly spell out clauses under which anyone with questionable conduct has to be dropped.”

     

    ‘Bigg Boss’, the reality television show that Khan hosts on Colors channel, could also see a new host, an official close to the production house said. Khan has been hosting the show for the last five seasons and the viewership his presence got for the channel saw his asking price rise from  Rs 30 crore when he began in 2010 to Rs 50 crore or more. “The channel could very likely to change the host, post the verdict,” said the official.

     

    Salman Khan Ventures and Eros International’s Bajrangi Bhaijaan and Fox Star Studios and Sooraj Barjatiya’s Prem Ratan Dhan Payo are to be released this year.

     

    Khan also has an exclusive deal with Star TV for the satellite rights of all his films for five years starting from 2013. So far, Khan has only done two films – Jai Ho and Kick – since this deal was signed for approximately  Rs 450-500 crore. If Khan goes to jail, he stands to lose a hefty part of that deal since he might not be doing any other films in the said period.

     

    Shares of Mandhana Industries, which has the global licence to design, market and distribute Khan’s Being Human clothing brand and charity foundation, tanked as much as 4.1% in intraday trade. “Given that Salman has huge following, there is every likelihood that the business will continue to grow,” said Manish Mandhana, MD at Mandhana Industries. Industry sources said smaller brands that Khan endorses, such as PN Gadgil jewellers and Dixcy Scot innerwear, are likely to continue with him. Other small brands associated with Khan include Astral Pipes, Image eyewear and Splash Fashions.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The new TVC is a creative execution based on the premise of 'sound of savings'

    Airtel opts for ‘Sound of Savings’ to lure consumers into using new app

    By A Correspondent

     

    Bharti Airtel has launched an all-new campaign announcing the season of savings for Airtel prepaid users. As part of the campaign, customers will now be able to avail a host of value-for-money offers by simply shaking the ‘My Airtel’ application window on their mobile phones – an all new feature aimed at giving customers a quick and fun way of availing the best recharge deals on Airtel prepaid. The new TVC is a creative execution based on the premise of ‘sound of savings’.

     

    The commercial features a montage of people from all walks of life who are shown shaking their phone and celebrating. Young and spirited in its tonality, the film is also supported by a catchy new jingle that has been composed by Sameer-ud-din, a prominent music composer in the ad-film industry. The film delivers a simple message in a joyful and interesting manner. The overall proposition —- ‘Bachatkikhunnkhunn’ or the sound of savings is what you will hear if you are a myairtel app subscriber.Customers need to download myairtel app on their smartphone, shake the phone and avail the offers they want.

     

    The campaign has been conceptualized by Taproot India. The TVC will also be accompanied by digital, outdoor, radio, retail POS and print.

     

  • The new B Natural commercial conceptualized by GREY group India 2015 is being aired across all popular south and selective northern channels and has a strong regional presence

    B Natural highlights ‘taste’ factor in new TVC

    By A Correspondent

     

    The juice category is dominated by two key players – Real and Tropicana; with both being positioned on health, a rather sanitized take on health that is all about meal replacement or about sacrificing good food/taste.

     

    Which is why when ITC wanted to enter this category with B Natural, for Grey, the starting point was very clear – we will never ask our consumers to compromise on taste to achieve health.

     

    The consumer insight was that we as a nation have never precluded taste or enjoyment from our pursuit of good health. Our meals are multi-sensory; rich in taste, texture, colours and aromas. It was decided that this code of taste that is so crucial to the Indian consumer, will form the foundation of the messaging. The teams at ITC came up with a product that was so superior in taste, it trumped its competition in every research conducted.

     

    The amalgamation of this insight and product gave birth to the idea of B Natural – a celebration of taste. The enjoyment of great taste is such an innocent and spontaneous joy that no matter how hard you try to hide it, it is bound to show.

     

    Malvika Mehra

    Malvika Mehra, Executive Vice President and National Creative Director, GREY group India said, “Anything coming out from the ITC Foods stable is usually the undisputed leader in taste in its category. That’s the great heritage of this brand. So when it came to  launching their juice brand ‘B Natural’ it was almost instinctive for us to do an out an out taste story. And in keeping with our Indian ethos of ‘jashn’ we decided to make a celebration of it.”

     

    The TVC titled “Sangram Singh” introduces the character of palace guard Sangram Singh – a man trained and conditioned over generations to have an impasse face with no expressions. One can see him staying completely stoic no matter what the situation or news, till he takes the B Natural taste challenge. And when he does take a sip of B Natural, even he finds it impossible from letting the great taste show on his face along with a spontaneous burr of energy in his personality overall.

     

    Ram Jayaraman, Associate Vice President & Creative Head, Grey Bangalore, said: “”To launch a range of fruit juices/beverages in a cluttered market, we needed something different. We found that in something very simple. Taste. Taste at its very core, is instinct. If you have something delicious, the reaction will play out on your face. We fleshed out many ‘blank expression’ archetypes on the premise of ‘Can’t hide the Taste’, and Sangram Singh is the one who made it to the shoot. And lived and smiled to drink B Natural.”

     

  • Launches a new campaign called 'Where do you want to go?

    VIP Industries inspires consumers to fulfill their travel ambitions

    By A Correspondent

     

    VIP Industries is set to grab the attention of the audience with its new campaign ‘Where do you want to go?’. Themed on empowering travelling aspirations, the campaign has been conceptualized by Prasoon Joshi and Director of the Bollywood box office hit movie Queen – Vikas Bahl. The campaign also showcases VIP’s new 2015 collection which has an array of different designs, designed for weddings, holidays and business travel.

     

    The TVC portrays a story of a young girl who appears to be blind and yet is determined to travel across the globe. ‘Where do you want to go?’ touches on the desires of traveling ahead in life and motivating people to overcome all the obstacles. Taking the campaign a step further the brand has associated with Make-A-Wish Foundation of India which believes in fulfilling wishes of children with life threatening medical conditions. As a part of their association, every month VIP will sponsor the travel wishes of these children.

     

    Commenting on this new campaign, Radhika Piramal, Managing Director, VIP Industries said, “We in VIP believe that every individual would like to travel irrespective of their socio economic or health condition, as travel brings joy and experience of a different kind. This campaign is all about urging people to travel and explore. Therefore apart from exhibiting our new collection, we aim to convey an important message of travel through this campaign. ‘Where do you want to go?’ is an inspirational and emotional concept, close to my heart. We hope that people are motivated to travel by watching this campaign.”

     

    Prasoon Joshi

    Expressing his content towards the TVC, Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific & CEO McCann India shared, “Where do you want to go? is an attempt to portray the change in the new confident India through the differently abled whilst subtly displaying the new collection of VIP. This creative thought is built around celebrating the new emotions around the journeys that Indians are undertaking, and the story of the blind girl as a protagonist is a creative metaphor which represents the emotions of a new & bolder India that is forging ahead. The entire team has stayed true to VIP as a luggage brand which has always remained part of Indian popular culture and this commercial represents it contemporary role in the Indian society.”

     

    Speaking about the TVC, Vikas Bahl said, “Directing a movie is far easier than making an ad commercial. You barely have few seconds to convey a message as compared to the hours one has for a movie. ‘Where do you want to go?’ is based on a concept that will make you think of those who can’t normally travel but how it’s possible if you put your mind to it. I hope justice has been done to the concept through my direction.”

     

    Deepak S Bhatia, CEO, Make-A-Wish Foundation of India commented, “We thank VIP Industries for choosing to associate with our cause.to grant wishes of eligible children who wish to travel within India. This will help them be positive and restore in them hope, strength and joy.”

     

    The TVC is currently on-air and showcases ‘Verve Nxt’, a lightweight, stylish collection available in golden yellow. The campaign will witness a 360 degree marketing approach across all the mediums of print, radio, television, digital and social media nationally.

     

  • Maxus decided to co-create integrated branded content with Maa TV

    Maxus devises new campaign for Tanishq

    By A Correspondent

     

    Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through their innovative campaign by integrating the brand with Maa TV.

     

    “Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact & essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win–win association with MAA TV’s editorial team and created a coup of sorts – getting the channel’s most popular faces to create a stunning showcase of the Telegu brides’ must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The MAA protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create,” said Sanchayeeta Verma, South Head- Maxus India.

     

    Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”

     

    The campaign saw strong soap actors who are the biggest decision influencers in the Andhra Pradesh and Telangana market coming on board. Furthermore Maxus Bangalore decided to co-create integrated branded content with Maa TV.

     

    As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of Maa TV-Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga)  and Meghna (Sasirekha Parinayam).

     

    In the TVC, the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece, which is a Telugu bride’s most faithful companion, is showcased and the craftsmanship is brought out.

     

  • The campaign aims to make MobiKwik wallet a preferred way to transact

    MobiKwik undertakes biggest promo campaign yet

    By A Correspondent

     

    MobiKwik, leading mobile wallet company with over 17 million users and more than 50,000 merchants, announced that it plans to spend Rs. 100 crore this year on its 360-degree multi-media brand campaign. The campaign will include exposure across television, out of home, radio and digital mediums, with the first leg kicking off in May 2015. With the advertising campaign, the company aims to further catalyze the booming market for wallet services that currently stands at around 35 million users, and gain a larger share of the pie.

     

    MobiKwik has awarded its creative duties to Happy Creative Services and its media duties to XPosure mass media. Havas will be leading the OOH campaign for the brand. The company has put up almost 1000 OOH and ambient media units across the top six cities in India, which include Delhi, Mumbai, Bangalore, Pune, Hyderabad, Chennai and Kolkata. The first campaign will run for duration of three months, followed by another campaign that will be launched during the festive season. For the first campaign, the brand’s TV campaign will follow close on the heels of its radio and OOH campaigns.

     

    MobiKwik is already the leading player in the mobile wallet space in the country and aims to disrupt the payments space further in 2015 by opening up the digital payments space for the millions that do not have access to banking services. The company plans to do this by creating an offline retail network of more than 100,000 merchants across India that will serve both as points for cash loading into the wallet and for wallet payments acceptance. MobiKwik has also applied for a Payments Bank license in February 2015. With a potential Payments Bank license, MobiKwik aims to leverage the power of mobile technology to make financial services accessible to people that the existing banking networks have been unable to reach.

     

    A recent example of MobiKwik’s offline strategy is their tie-up with Café Coffee Day, where customers can now pay for their coffee and snack across all CCD outlets via their MobiKwik wallet. The company had also recently appointed Saurabh Srivastava as Chief Marketing Officer. Saurabh was previously VP – Marketing & Product Strategy at ixigo.com and has extensive experience in media, marketing, retail and branding. The company aims to double its marketing team from 20 to 40 people this year.

     

    Saurabh Srivastava
    Kartik Iyer

    Saurabh Srivastava, CMO, MobiKwik said, “Access to digital payments and the quality of payment experience are the two big consumer problems that we at MobiKwik are addressing through our mobile wallet. The age of standing in queues is over. With the massive penetration of mobile internet and smartphones in the country, we aim to make MobiKwik wallet a ubiquitous way to transact on the go, cutting across geographies and consumer cross sections.”

     

    Kartik Iyer, CEO & Co-founder, Happy Creative Services Pvt. Ltd. added, “We are extremely proud to have been chosen to partner with MobiKwik to take their brand forward. There are many brands who operate in the payment space but yet don’t operate like a true wallet. MobiKwik is actually the one true player in the digital payments space. In a scenario where the country is quickly changing its behaviour due to tech interventions at various touch points, it is an exciting time for a brand like MobiKwik. We see immense possibility of the brand to rise as a true leader in the space. This is just a starting point.”

     

    MobiKwik has recently raised close to $25 million in a Series B round from Tree Line Asia, Cisco Investments, American Express and existing investor, Sequoia Capital. The company plans to raise another $100 million in the latter half of 2015.