MxMIndia

Category: MARKETING

  • MobiKwik aims to create India's largest payments network with 100M digitally paying users on one side and 200,000 retailers on the other side

    MobiKwik ready with biggest ever brand campaign

    By A Correspondent

     

    Mobile Wallet player MobiKwik has recently launched their first integrated brand campaign. With an estimated annual media budget of Rs 100cr, this campaign is a key step towards MobiKwik’s growth plan of increasing its user base from 17 million to 100 million and its retailer base from 50,000 to 200,000 over the next 7 months. MobiKwik aims to create India’s largest payments network with 100M digitally paying users on one side and 200,000 retailers on the other side.

     

    The MobiKwik app enables users to do a plethora of transactions – from phone and DTH recharge, utility payments, money transfer, to shopping at over 50,000+ offline & online retailers such as Myntra, Jabong, BookMyShow, MakeMyTrip, Cleartrip, Yatra, Café Coffee Day, PVR, Domino’s, Pizza Hut, JustEat, eBay, ShopClues, Pepperfry, FashionAndYou, to name a few.

     

    The campaign, conceptualized by Bangalore based Happy Creative Services, comprises of four TV commercials highlighting some of the user cases of the MobiKwik. The TV campaign is being amplified across OOH, Radio & other online platforms… to drive home the brand’s promise of being ‘more than a wallet’.

     

    On the campaign, Saurabh Srivastava, Chief Marketing Officer of MobiKwik said, “With this 360 degree campaign, our goal is to take to the larger audience a product that has been successful for the last 6 years. The team has worked long and hard to bring to the market a lightweight mobile-wallet that works seamlessly to pay bills, recharge, shop, transfer money and more. The first campaigns are always memorable and with our series of 4 ads, we’re hoping to carve out a space for MobiKwik Wallet in the user’s mind.”

     

    Kartik Iyer

    Kartik Iyer, Chief Executive Office and Co-Founder of Happy Creative Services shared, “Thanks to technology, user behaviour is being altered on a daily basis. A product like MobiKwik has more than one dimension to it. And to be able to communicate that all under one umbrella was really the challenge. I think we have managed to charmingly communicate the different facets of how MobiKwik delivers on being more than a wallet. May the downloads begin.”

     

  • Hindustan Unilever is partnering with companies like Star, YRF, Facebook, Google to weave its brands into their creations

    HUL partners Star, YRF, Facebook, Google etc to weave its brands into their creations

    By Pritha Mitra Dasgupta & Sagar Malviya

     

    Toiletries-to-food giant Hindustan Unilever (HUL) is partnering over a dozen content creators — from Star Network and Yash Raj Films to Facebook and Google — to produce content across channels where HUL brands can participate, perhaps subtly, as part of the conversation.

     

    Last Friday, the maker of Dove and Rin invited 13 producers including broadcasters, radio channels, film producers and top-notch digital companies to its campus to ideate how they can seamlessly weave HUL brands in their content, messages and shows, instead of just product placement and brand plugs.

     

    “As media is changing, there is a skill that needs to get evolved — as content explodes, how to tell compelling brand stories and really cut through to consumers by making sure the brand is able to tell a story that consumer can relate to,” said Gaurav Jeet Singh, HUL’s head of media services in South Asia.

     

    While the latest move of HUL, the country’s largest advertiser, won’t replace advertisements, the company is trying to partner media channels beyond obvious marketing. “Through popular culture, how can we ride on content that is designed to entertain, engage and connect? Something that is not force fit. But something that naturally fits into the content and can carry the brand story seamlessly,” explained Singh.

     

    HUL’s media agency, Mindshare, is a partner in the initiative. “As the consumer’s media consumption habits change, we understand the need to create and curate differentiated communication platforms, to build lasting brands with an engaged audience,” said Prasanth Kumar, chief executive of Mindshare.

     

    “The consumer is no longer a passive viewer, but an active participant in the brand’s story-telling journey. Brand ideas and content that resonate with the audience are further seeded by them into their own circle of influence that has a far more powerful effect,” Kumar said.

     

    With over 35 brands across food, personal care and home care portfolios, cutting through structures and processes to execute an idea quickly becomes an issue. Hence, the company through ‘Content Day’ encourages brand team members to share ideas which can be approved or perfected quickly so as to become scalable.

     

    It wasn’t easy. In the last six months, HUL has been working on the novel concept — from identifying nearly a dozen brands to sending briefs to 35 content creators for ideas. The company that initially received around 300 ideas, narrowed it to 40 with 13 companies meeting individual brand teams on Content Day for possible brand integration.

     

    Two ideas from Star Network and one each from YRF and Disney made it to the top four, which were presented to the top management and the entire marketing team of HUL. “We want to create a strong ecosystem of for branded content as that is crucial to the future of marketing,” said Samir Singh, HUL’s executive director-personal care.

     

    Sample this. In the latest blockbuster Piku, while there were several brand integration, there were two that particularly stood out: Amul milk and Red Label tea. Both these products were placed on the dining table when the protagonists in the film were having breakfast and they effortlessly became part of the movie scene.

     

    “But they can be part of song lyrics, movie title, we can co-create product with the company and integrate the brand in several other ways depending on the marketing objective,”  said Ashish Patil, business & creative head and vice president at YRF. “The unique thing about Content Day is that it is not a random one off project, but HUL wants to make it an annual event. And, it’s a cultural shift for them. It is about looking at content differently, as an important marketing tool. And it is about infusing new thinking which they or their ad agency may not be geared to do,” he said.

     

    While executing ideas into branded content could be challenging, media partners are hopeful that HUL’s move will break the clutter. “There was no strict brief and it was unstructured and gave us a lot of freedom to do as we thought. It was a proactive and innovative idea. This is an opportunity that is more open about possibilities of collaborating across brands,” said Myleeta Aga Williams, MD of BBC Worldwide.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • The new global relationship will be run out of Apollo Tyres' Global Marketing Office in London

    Apollo Tyres appoints J. Walter Thompson as its global creative agency

    By A Correspondent

     

    Apollo Tyres, a leading tyre major, has announced the appointment of J. Walter Thompson Company as its global creative agency, which the latter won after a multi-agency pitch. J. Walter Thompson Company has replaced Apollo Tyres’ earlier agency, The Brooklyn Brothers.

     

    Apollo and Vredestein are the key brands of Apollo Tyres portfolio, and J. Walter Thompson Company will work on growing these brands globally.

     

    Marco Paracciani

    Marco Paracciani, Chief Marketing Officer, Apollo Tyres Ltd said, “We thank The Brooklyn Brothers for the work done in the last year. We are very excited to have J. Walter Thompson Company on board with us to further grow the two great brands — Apollo and Vredestein. The team has demonstrated real passion and understanding of our brands. We look forward to working with them and develop category leading communications.”

     

    Jagdip Bakshi, J. Walter Thompson Company London Global Team Leader added, “Apollo is an amazingly successful business which continues to challenge and set new benchmarks in the tyre industry. It is an exciting time to be partnering with them and we look forward to developing great work.”

     

    The new global relationship will be run out of Apollo Tyres’ Global Marketing Office in London and J. Walter Thompson Company will service from its London, Amsterdam and New Delhi offices.

     

  • This is the first time that Swipe has appointed an ambassador for its brand

    Priyanka Chopra to be the face of Swipe Technologies

    By A Correspondent

     

    Swipe Technologies has signed Priyanka Chopra as its brand ambassador.The company will soon be launching a 360° marketing campaign featuring the Bollywood diva as part ofits two-year association. This is the first time that Swipe has appointed an ambassador for its brand.

     

    Through Priyanka Chopra’s association, brand Swipe aims to augment its style quotient while highlighting its utility quotient. The company also has plans to create products themed around Priyanka’s persona.

     

    Shripal Gandhi, Founder & CEO of Swipe Technologies said, “We are extremely pleased to have the Bollywood’s leading lady Priyanka Chopra as Swipe’s Brand Ambassador. Priyankais a perfect blend of intelligence, grace and elegance. She signifies today’s generationand has always stood by her commitments along with an incredible blend of warmth and old world values along with an indefatigable charm. Her admirationamongpeople across all age groups as well as different walks of life shows her incredible range and versatility that makes her fit seamlessly into our brand. Swipe is looking forward to a meaningful association with Priyanka Chopra.”

  • Philips Male Grooming business offers a wide range of electronic devices for trimming, shaving and grooming

    Philips India launches new range of Bodygrooming Solutions

    By A Correspondent

     

    Philips India is ready to help Indian men manage the hair with its new range of product offering. Together with brand ambassador Arjun Kapoor, Philips India introduced a new product category within this business – Philips Bodygrooming range – which will help get rid of unwanted body hair.

     

    Philips Male Grooming business offers a wide range of electronic devices for trimming, shaving and grooming. Philips believes in the trend of casual and DIY (Do It Yourself) styling, therefore Philips has brought the new Bodygroomers to address the needs of contemporary Indian men. The Philips Bodygrooming range has been designed to suit the Indian male skin and help them get rid of body hair in a painless and skin-friendly manner.

     

    Commenting on the introduction of the new category of body grooming tools, ADA Ratnam, President – Personal Health, Philips India, said, “As India is witnessing a style revolution which goes beyond gender divide, men’s grooming products are a key focus area of growth for Philips Personal Health in the country. Consumer spend on grooming for both male and female has taken a leap over the past 5 years and this phenomenon is evident not just in the metros but in tier 2, 3 and even 4 cities.”

     

    “We have relied on consumer insights and in-depth study of market requirements to design these products, to drive growth in the Indian markets. We have created many categories in Philips Personal Care that have grown successfully in short span of time- Philips Trimmers, Electric Shavers and Depilation for women. The category growth is a testimony to the effective and quick results which only electronic gadgets offer and Philips is a pioneer in these innovations,” he adds.

     

    Bodygroom series 1000 is available in 3 variants with a price range starting from INR 1295 to INR 1495 and will be available across traditional and modern retail outlets as well as leading e-retail portals.

     

  • While developing the Multix, Eicher Polaris approached Elephant to create the visual identity, it's 3D avatar and livery

    Elephant creates visual identity Eicher Polaris’ Multix

    By a Correspondent

     

    You’ve read about the Multix already, but here’s something that you possibly don’t know much about. But first: Eicher Polaris Pvt Ltd, a jv between Polaris Industries and Eicher Motors has unveiled the Multix, billed as India’s first personal utility vehicle.

     

    While developing the Multix, Eicher Polaris approached Elephant to create the visual identity, it’s 3D avatar and livery.

     

    Elephant has helped build two significant automobile brands in its 25 years of being in the business. The rebranding of Bajaj Auto and then a distinction of being the only design consultancy outside Germany to have created a new brand for Daimler Group called Bharat Benz for their India-centric trucks.

     

    Here’s an account of the work done, courtesy the Elephant Design website:

     

    As a ground-up innovation, Multix is designed as a concept that brings about a positive multiplier in the owner’s life, be it home, business or power.

     

    The Multix brand is inspired by the Indian concept of “zindagi multiplied” aesthetics. The badge has been designed as a perfect geometry, and has layers to discover and identify with. At the first glance it is a happy bloom in cheery yellow, which is also the primary brand colour. But if you look again, it is an elegant enclosure to the multiplier symbol, which really is the essence of this brand. Multix is designed to be an enabler for unlocking & multiplying potential opportunities resulting in prosperity.

     

    Typography is clean and contemporary, yet the lower case “m” starts the conversation on a friendly note with emphasis on technology and ending by reiterating the multiplier effect.

     

    Colour palette is largely built around bright colours evident everywhere in India.

     

  • Ashutosh comes with 17 years of experience in creativity from his first stint in Dhar & Hoon

    Magnon eg+ appoints Ashutosh Negi as ECD

    By A Correspondent

     

    Magnon eg+, a brand implementation and creative production agency has announced the hiring of Ashutosh Negi as Executive Creative Director. Magnon eg+ is a part of eg+ worldwide, an Omnicom Group Company.

     

    Ashutosh comes with 17 years of experience in creativity from his first stint in Dhar & Hoon. During his tenure, has also worked with leading creative agencies like J Walter Thompson, Contract Advertising, Draft FCB Ulka, Law & Kenneth and Percept India. During this professional journey, he has worked with Indian and international clients like Hero Honda, LML Bikes and Scooters, Mini Cooper (car segment), Sony, Reckitt Benckiser, Apollo Tyres, ESPN Star Sports, Dabur, DLF, Unitech, Tropicana, Panasonic, Microsoft, Lays Chips to name a few. Ashutosh was also managing his own film production company in Mumbai.

     

    Speaking on the occasion, Vineet Bajpai, Group CEO, TBWA\ India, says, “We would like to extend a warm welcome to Ashutosh Negi in our journey towards innovation and creativity. As an organisation, we are growing with an incredible momentum and at this stage we look forward to Ashutosh boosting the creative output of the agency and lead the creative department.”

     

    Vivek Merani, Managing Director, Magnon eg+ added, “Marketing and consumer communication is pacing towards digital whereas digital and social strategies are getting increasingly dependent on creative branded content that needs to be produced. We look forward to Ashutosh’s experience in this space and believe he will lead the way for us.”

     

    Magnon eg+ client roster includes Panasonic  Smart Phones, Yashoda Hospital, HP, Le Passage To India, Excelity, etc to name a few.

     

  • Titled Sumit Sambhal Lega, the channel ropes in Steve Skrovan, original writer of Everybody Loves Raymond for the Indian adaptation

    Star Plus announces Indian adaptation of Everybody Loves Raymond

    By A Correspondent

     

    STAR Plus has acquired the rights to the official adaptation of globally popular sitcom – Everybody Loves Raymond. The Indian adaptation, in Hindi, will be titled Sumit Sambhal Lega, showcasing Sumit as the Indian Raymond whose predicament is one that men face universally, of getting stuck in family situations post marriage that gives rise to a comical extravaganza. Sumit Sambhal Lega will be very close to Everybody Loves Raymond just fine tuned to suit Indian sensibilities.

     

    STAR Plus has roped in the writer of the original series, Steve Skrovan, to oversee the creative process on the show and to ensure that the nature and DNA of the original series remains intact. This is the first time that any writer from the original show has been involved in the adaptation. Steve Skrovan has been a part of the Everybody Loves Raymond team right from the beginning in the capacity of a writer and co-producer and was with the show till its finale. Steve’s role in Indian version includes providing creative direction to the writers working on the show.

     

    Commenting on this, Steve Skrovan said, “It was such a privilege to be a part of this from the beginning. I got to learn about Indian culture and television and the whole experience has been great. Star Plus is the largest brand and most appropriate to get this show to people in India and even though Sumit Sambhal Lega will revolve around the man, the relationship between his wife and the family seems to fit perfectly in Indian culture.”

     

    The channel has also adopted some of the best practices from Hollywood, including the adoption of Writer’s Room – a platform where all the writers come together and brainstorm to create a masterpiece. There is a team of dedicated writers for the show instead of one writer working on multiple shows at a time which is a standard practice. Extremely popular in the west, writer’s room puts more focus on the writing aspect of the show, thus promising entertainment of highest quality.

     

  • Saavn's previous campaigns, featuring Bollywood star, Ranbir Kapoor, were launched in India and select international networks, and generated more than 7 million combined YouTube views

    ‘They listen to me’, says Saavn in new brand campaign

    By A Correspondent

     

    Saavn has announced a new campaign with renowned ad film visionary and lyricist, Prasoon Joshi. Saavn has collaborated with Joshi and his team at McCann to help drive the music company’s evolution as one of the most innovative advertising voices across India’s top technology brands. The first campaign created under the association is on air now and features a comical series of five spots that promote Saavn’s innovative social features: Tag, Chat, Follow, and Share.

     

    Saavn’s previous campaigns, featuring Bollywood star, Ranbir Kapoor, were launched in India and select international networks, and generated more than 7 million combined YouTube views, while attracting millions of new users to the Saavn app. Until now, Saavn’s ad creative had been completed entirely in-house. Saavn’s Creative Director Teddy Stern and Vice President and Editor-in-Chief, Sneha Mehta, independently conceptualized, directed, and co-wrote each spot. The new campaign, titled “They Listen to Me” was also directed and written by Stern and Mehta, but this time the duo’s sensibilities and creative execution is combined with the McCann team’s globally-renowned expertise. The result is a unique and fresh concept that builds on Saavn’s history of pushing groundbreaking creative.

     

    “The last year has been pivotal for Saavn as both a brand and advertiser, starting with the Ranbir Kapoor TVC in August. The next step in our brand evolution is collaborating with the immensely-talented Prasoon Joshi and his team at McCann,” Stern said. “Music connects people, and Saavn amplifies that connection. Our app empowers our listeners to share in the joy of music with each other. That’s the Saavn ethos, and McCann is the perfect team to help us broadcast that message to millions of music lovers, in Saavn’s own quirky and innovative way.”

     

    The new “They Listen to Me” campaign is a series of five short TVCs, plus creative for radio, theatrical, and digital platforms. The spots demonstrate how people of all walks of life are empowered by Saavn, through the app’s new social features. The spots feature multiple genres of music, with tracks ranging from “Jumme Ki Raat” from Kick, starring Salman Khan, to “Uptown Funk” by Bruno Mars.

     

    “From concept phase to production, and now to launch, the Saavn team has been a joy to work with on this campaign,” Prasoon Joshi, CEO and Chairman of McCann, APAC Region, said. “When Saavn’s creative team came to us with the idea of empowering users through Saavn Social, McCann’s creative and strategic team knew we wanted to deliver something that not only reflects Saavn’s unique and progressive brand mentality, but also tells the stories of their users – everyday people who have the power to influence their peers on a daily basis through music.”

     

    The five spots range from 20- to 30-seconds in duration, and were shot in just three days. Each spot will air in three languages (Hindi, Tamil, and Telugu), for a total of 15 television commercials. The five spots, which will roll out throughout the summer across key networks in India, are titled: “The Wrestlers,” “The Office,” “The Professor,” “The Newsroom,” and “The Dentist.”

     

     

  • The storyline captures how the introduction of a fitness buddy into a regular workout regimen changes the routine to a celebratory, almost-sensual experience

    Skore scores again with new product launch

    By A Correspondent

     

    Skore Condoms has unveiled the newest variant Skore Cool. Skore Cool has something exciting for both partners. The product has two ‘cool’ features to it – a special cooling lubricant, on both sides, and a cooling mint flavor as well. In addition, natural climax delay and dotted texture make Cool the preferred choice for more reasons than one.

     

    The communication is centered around the counterpoint to the product proposition. The commercial for Cool is currently on air. “Many ways to heat up,” the line says, adding, “but one way to cool.”

     

    Latest in the brand’s long line of dialogue-free films, the storyline captures how the introduction of a fitness buddy into a regular workout regimen changes the routine to a celebratory, almost-sensual experience.

     

    “Brand Skore is a young brand, and a brand for the young too, at the same time,” says Vishal Vyas, General Manager, Marketing, TTK-PDL. “The ecosystem of our consumers includes the subset of gyms, dance floors and pubs. To its energetic inhabitants, “Cool” finds high brand and product relevance.”

     

    “In its essence it’s a boy-meets-girl film. But the gym provided a locational device for a hot twist to the tale,” says Sunil Thoppil, Vice President, McCann, the creative agency for brand Skore

     

  • First Indian MNC to be featured on the UK Heathrow Express

    Heathrow Express adops Tata Comm branding

    By A Correspondent

     

    Tata Communications’ branded Heathrow Express trains have rolled into service as part of a campaign that will see the company wrap Heathrow Express’s entire fleet of trains. Heathrow Express, London’s airport train service, carries 17,000 passengers a day between Paddington and Heathrow Airport. With a journey time of 15 minutes, it is the fastest way to get to central London from one of the world’s busiest air travel hubs.

     

    Tata Communications will also be using on-board digital screens and TV-spots alongside digital airport panels and cross track advertising to raise awareness of its role as a global connector of businesses through its global network, cloud enablement and mobility solutions.

     

    Heathrow Express operates 150 services a day between London and the airport. Building on the theme “We’re the connection,” the campaign will build on the shared role of Tata Communications and the Heathrow Express in connecting businesses and people around the world. The designs of the train wraps and advertising executions feature bold, colourful photography and surprising facts and statistics about Tata Communications’ capabilities, alongside the “We’re the connection” message, highlighting the scale and variety of the company’s global operations.

     

    Julie Woods-Moss, Chief Marketing Officer, Tata Communications, says, “For B2B brands like Tata Communications, it can be a challenge to find great brand platforms. The Heathrow Express is a great fit for us. The company seamlessly connects 17,000 business travellers a day between one of the busiest airports in the world and London – one of the greatest cities and a real gateway between the East and the West. The role of Heathrow Express matches our role as a connector of businesses and people globally. We bring cloud, mobile and network services to enterprises across 240 countries, at the highest speed possible.”

     

    Fraser Brown, Heathrow Express Director, says, “Connecting business travellers from around the world, at speed, is a goal we share with Tata Communications. Tata Communications’ ‘We’re the connection’ and ‘speed’ messaging naturally appeals to our customers. We are always looking to improve the customer experience at Heathrow Express. Speed is at the heart of our service, and that’s why business travellers continue to use our trains. With all this in mind, we’re delighted to have joined forces with Tata Communications.”

     

    Tata Communications’ portfolio of cloud enablement, collaboration and mobility services are underpinned by the company’s leading global network infrastructure. The company owns and operates the world’s largest and most advanced subsea fibre cable network, including the only wholly-owned fibre ring around the world. This network enables customers and partners to reach 99.7 per cent of the world’s GDP, with connectivity to over 240 countries and territories.

     

    This is the first UK advertising sponsorship deal for Tata Communications, the flagship communications arm of the $100 billion Tata group.

     

  • There is a serious and conscious effort to make sure that their family is protected from disease

    Lowe Lintas unveils new campaign for ‘Lal Hit’

    By A Correspondent

     

    Following on with its brand messaging of cockroaches spread diseases, Lowe Lintas Mumbai has unveiled a new campaign for its product LAL HIT. Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.

     

    Women today, are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from disease. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, i.e., chalk, boric powder, etc. is good enough to keep cockroaches at bay and hence she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.

     

    With this as the driving point, the new campaign gives the women a compelling reason for adopting LAL HIT, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches.

     

    Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security.  And her effort fails despite her trying her best.

     

    The communication is simple and straight forward highlighting the fact that cockroaches spread diseases like food poisoning, diarrhea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and therefore put her family health at risk.”

     

    Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realized that it’s not just the kid’s health and wellbeing that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the center of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her but her reliance on ineffective cockroach solutions.”

     

    The campaign has just gone live and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, etc soon.