MxMIndia

Category: MARKETING

  • Prior to Micromax, he was Associate Director- Brand at MTS

    Gaurav Kackar appointed Head of Brand Marketing at Micromax

    By A Correspondent

     

    Gaurav Kackar

    Gaurav Kackar has been recently appointed as the Head of Brand Marketing for Micromax Informatics. At Micromax, he is responsible for pan India Brand Development, Management and Marketing Communications for the company’s online and offline platforms.

     

    Prior to Micromax, he was Associate Director- Brand at MTS (Sistema Shyam Teleservices Ltd) and had served as the key resource to accentuate the successful journey of the brand creating various award winning campaigns, brand assets and consumer engagement platforms in the last six years. Before that he spent four years with Idea Cellular where apart from ATL, BTL he was involved with big tickets properties like IIFA, IPL, Idea Rocks India and Idea Jalsa. He’s spent over 14 years working on different brands and various facets of brand management.

     

    Having worked in different industries starting from Airlines to financial sector to telecom his unique ability to blend creative vision with popular culture and inclusive teamwork have resulted in some of the most disruptive and category defining consumer facing work.

     

  • The latest TVC captures this central thought in a quirky and memorable way, featuring the brand mascot Sharky

    FCB Ulka executes new TVC for Candyman Choco Double Eclairs

    By A Correspondent

     

    Launched in 2007, ITC’s Candyman Choco Double Eclairs (CCDE) has garnered significant mind and market share over the years with its distinct éclair offering with the promise of ‘chocolate inside and chocolate outside’. Conceptualised by FCB Ulka Bangalore, the latest TVC captures this central thought in a quirky and memorable way, featuring the brand mascot Sharky.

     

    Set in a beautiful beach on a warm sunny day, the film begins with a lifeguard relishing Choco Double Eclairs at his station. Suddenly, he’s jolted by screams of a damsel in distress, who appears to be drowning. The lifeguard leaves even his Choco Double Eclairs behind and plunges in to the rescue, bringing her safely to the shore. As he gazes dreamily into the pretty girl’s eyes, a surprise is in store for both the lifeguard and the viewer.

     

    On the new film, Dennis Koshy, Vice President – Bangalore, FCB Ulka, said – “CCDE with its irresistible double dose of chocolate is one of the many unique offerings from Candyman. The challenge was to bring out this chocolate inside and chocolate outside message in a memorable way that appeals not just to kids, but adults too.”

     

    Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, adds – “The idea was to stay with Sharky, but give it a fresh twist. The film had to entertain, and at the same time, convey what CCDE offers – Choco inside, choco outside.”

     

  • As part of the tie-up, Sapat International has created a co-branded television commercial with Drishyam in an attempt to capitalise on this psLIVE-helmed partnership

    psLIVE facilitates marketing tie-up between ‘Parivar’ and ‘Drishyam’

    By A Correspondent

     

    psLIVE, the experiential marketing division from the Dentsu Aegis Network, has facilitated a marketing tie-up of the tea brand ‘Parivar’ with Nishikant Kamat’s ‘Drishyam’.

     

    When it comes to movies in India, the concept of co-branded product placements may seem like a much recent phenomenon in the Indian advertising space. The idea of formulating marketing strategies around Bollywood experiences, however, is surely arresting the attention of the brand owners at an accelerated speed. Therefore, in a bid to exploit this growing trend, psLIVE assisted Sapat International to associate its fastest growing tea brand,  ‘Parivar’ with the up-coming movie as the positioning of both the brand and the film exhibit an extremely seamless fit.

     

    The promos from the ‘Drishyam’ stable clearly suggest that the movie directly targets family consumption – a coherent purpose that Sapat International’s premium tea brand ‘Parivar’ also desires to achieve.

     

    As part of the tie-up, Sapat International has created a co-branded television commercial with Drishyam in an attempt to capitalise on this psLIVE-helmed partnership.

     

    Nikhil Joshi, Group Managing Director, Sapat International said, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLIVE, we knew instantly that the integration cannot be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”

     

    To leverage the integration amongst maximum audience, the brand too is promoting the movie through the co-branded TVC in addition to a print and outdoor campaign. The thriller drama is directed by Nishikant Kamat. It features Ajay Devgn, Shriya Saran and Tabu in the lead roles, and produced by Kumar Mangat Pathak, Ajit Andhare and Abhishek Pathak.

     

    Commenting on the association, Rudrarup Datta, VP – Marketing, Viacom18 Motion Pictures said, “Drishyam introduces a brand new genre in the Indian film industry as a ‘family thriller’… The film is based on the tangled lives of two families and reaches out to the same target audience that Parivar tea reaches out to. This was therefore a natural association and we are delighted with this alliance.”

     

    Commenting on the association, Sidharth Ghosh, Vice President, psLIVE says, “Drishyam seemed to be a perfect fit for the tea brand ‘Parivar’ as both seamlessly blend with each other. This association will increase the brand recall.At psLive, we are extremely delighted having initiated this integration.”

     

  • Cadbury wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in each other's lives, just like its range of flavours

    O&M launches new campaign for Cadbury Dairy Milk

    By A Correspondent

     

    Ogivy & Mather has unveiled a new campaign highlighting the launch of two limited edition variants – Black Forest and Coffee Almond. With friendship day around the corner, Cadbury wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in each other’s lives, just like its range of flavours.

     

    Prakash Nair, Senior VP and Neville Shah, Group Creative Director, Ogilvy & Mather said: “India has an emotional relationship with CDM. To India, CDM is more than just a chocolate. The challenge was how to present the multiple flavour offerings from CDM and build on the emotional bond. Friendship Day which is coming up in August, presented the right backdrop to land this offering. It was simple, really. Because if we look at our own lives, we all have different friends and each one adds a special flavour to our lives. The idea just simply fell in our lap.”

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said: “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. This  Friendship  Day,  we  want  to  celebrate  another  very  important part  of  our  relationships  –  our  friendships.  Just  as  every  friend add a  special  flavour  to one’s  life, the  variety of Cadbury Dairy Milk flavours like Original, Fruit & Nut, Crackle, Roast Almond and our new limited edition flavours – Coffee Almond & Black Forest will add a special flavour to this day. Our new television commercial also supports this thought.”

     

    This film has been produced by Remarquer Films and directed by Vikramaditya Motwane, an acclaimed film director and screen writer.

     

  • Commemorates eve with new offers and deals for its customers

    Café Coffee Day celebrates birthday with exciting offers for customers

    By A Correspondent

     

    Caf̩ Coffee Day (CCD) marks a key milestone this month Рthe brand celebrates its birthday as it completes 19 years of creating many moments for the young and young at heart. CCD commemorates this occasion by organizing a unique activity to create an excitement with its customers.

     

    As part of its 19th birthday celebration CCD has organized a surprise for its patrons. Consumers stand a chance to win freebies and discounts along with a mega bumper prize for one lucky winner.

     

    For a fortnight following the birthday, CCD will gift back an offer to each customer who bills at CCD which will be redeemable with their next visit to CCD. Customers will receive their offer via sms, the number which they will share with the café staff on request while placing their order. Once customers punch their bills they will receive a mCoupon of the offer. In exchange they will receive exciting treats. One lucky customer also stands a chance to win the grand prize – an all expense paid vacation to Coffee Day’s luxury resort in Karnataka, The Serai.

     

    Speaking on the occasion, Bidisha Nagaraj, Group President Marketing, Coffee Day said, “This month CCD completes 19 years of providing consumers all over the country a preferred place to hangout over a range of food & beverage offerings and we are very excited about it. Over the years, CCD has become synonymous with the coffee drinking experience in India and today has a significant following amongst the youth in the country. We wish to celebrate this milestone with our CCD fans with a special offer where we will be giving away a range of exciting treats including a free stay at one of our resorts.”

     

    CCD’s special birthday celebration will run across 700 cafés in the top seven cities of India which are Delhi, Mumbai, Bangalore, Kolkata, Chennai, Hyderabad, Pune, Chandigarh and Ahmedabad.

     

  • This is the first time a sponsorship deal for the BCCI has been concluded by a media agency

    Maxus & GroupM ESP win BCCI cricket home series sponsorship rights for PayTM

    By A Correspondent

     

    Media agency Maxus, with GroupM ESP, has won the sponsorship rights for PayTM, for all home cricket series to be played from September 2015 to October 2019. The bids were opened by the BCCI in New Delhi yesterday and announced immediately. The deal is valued at Rs 203.28 crores for 84 matches for the four-year period.

    This is the first time a sponsorship deal for the BCCI has been concluded by a media agency.

     

    Kartik Sharma

    Kartik Sharma, Managing Director, Maxus South Asia said, “We are extremely happy for partnering with PayTM, and helping them win the BCCI rights. Until now cricket has been dominated by other mature categories and this is the first time an e-commerce brand will be using the platform to connect and engage with its consumer base.”

     

    Shankar Nath, Senior VP commented: “We are delighted at becoming the Title Sponsor for all BCCI India cricket for the next four years. We firmly believe the partnership with cricket in India will help establish us even more as the dominant mobile commerce company in the country. As a growing brand which has big plans for a billion strong Indians there is no platform better than cricket in India.”

     

  • Tata is followed by SBI, LIC, Airtel, Reliance, Indian Oil, Infosys, L&T, HCL and ONGC

    Tata most valuable brand, Flipkart and Micromax in top 100: Brand Finance India 100 study

    By Kala Vijayraghavan

     

    Tata remains the country’s industrial titan, this year its brand value exceeded US$15 billion for the first time. Brand value was a little slow this year however, with a 4 per cent  increase on 2014. Tata is the world’s 65th most valuable brand. Tata is India’s leading brand by a long way on almost every measure. It is the only truly global megabrand originating in India, but there is a new generation of Indian brands following in Tata’s footsteps.

     

    The Brand Finance India 100, released on Friday, is an annual study conducted by leading brand valuation consultancy Brand Finance. India’s biggest brands are put to the test and evaluated to determine which are the most powerful and most valuable. Among the top 10 includes Tata followed by SBI, LIC, Airtel, Reliance, Indian Oil, Infosys, L&T, HCL and ONGC.

     

    Twenty per cent  of the brands in this year’s Brand Finance India 100 are new entries. They come from a wide range of sectors; E-commerce, Pharmaceuticals, Automobiles, Telecoms, Heavy Engineering and Banking. This bodes well for the success of Indian industry and demonstrates a growing competitiveness, though established, top-ranked companies will now have to pay ever closer attention to the value of their brands. Continued investment in customer relationships, technology, advertising and brand strategy will be imperative to stay on top.

     

     

    Commenting on the results, Brand Finance India’s Ajimon Francis stated, “There is increasing competition for places in the Top 100. Emerging sectors like E-commerce, telecommunications, technology companies, banking services are particularly competitive. Staying in the premier league of brands will require a world beating product or service, differentiation and a strong vision and mission, including a strong ethical stance. Royal Enfield, Flipkart, Micromax and Sun Pharma are all potentially world beating powerhouse brands.”

     

    Source:The Economic Times

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

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  • The account was earlier handled by Ogilvy

    McCann bags creative biz of Incredible India

    By A Correspondent

     

    The Ministry of Tourism has awarded the duties of its Incredible India account to McCann. A grueling pitch process had been underway for the last couple of months and the account was won by McCann in this multi-agency pitch for a three year period.

    The account was earlier handled by Ogilvy.

     

    According to the Tourism Ministry, McCann was chosen because of their unique consumer understanding, intrinsic reflection of the social conscience cultural insight and superlative creative work.

     

    Prasoon Joshi

    Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer McCann India says “At McCann we take pride in our deep cultural understanding of the country and am really looking forward to this opportunity to build on India’s diversity and share the incredible canvas with the world. The Ministry has many innovative ideas for the coming years and we are excited to partner the Ministry in creating communication for the same.”

     

    Incidentally, McCann has just executed a set of four commercials on the Atithi Devo Bhava Initiative. These feature Mr. Aamir Khan and have been launched recently. McCann has also contributed musically to this campaign with Prasoon composing and lending his voice to one of the folk songs of Uttarakhand.

     

  • The account will be handled by the agency's Delhi office, under the leadership of Samir Datar

    Usha Fans hands over creative mandate to GREY

    By A Correspondent

     

    Usha International, a consumer durable brand, has assigned GREY group India to handle the creative duties of Usha Fans. The account was won in a multi-agency pitch process and will be handled by the agency’s Delhi office, under the leadership of Samir Datar, Vice President and Branch Head, Grey Delhi.

     

    Commenting on the development, Bharat Kharbanda, Marketing Head – Usha Fans said “We are very excited about this association and are confident to grow our business to new heights.”

     

    “What excited us is the fact that for consumers, Fan as a category has become low involvement and consumers don’t realise the technology advancements that have been made to not just make the fans more stylish but also far superior at the benefit they are supposed to deliver.  The brief was to enhance the focus on the category and we expect the communication to take that challenge head on” said Datar.

     

    Dheeraj Sinha

    Dheeraj Sinha, Chief Strategy Officer, South & South East Asia, GREY group, said, “From how it used to be, say two decades ago, things have changed dramatically in our lives – the way we connect to each either, the way we listen to our music, the way we cook our food and so on. The category of fans however, hasn’t seen much innovation during the last few decades. Usha has some remarkable technology and design in their lineup, that fits in our modern day living. We are looking forward to be a part of the journey where we redefine how India looks at fans”

     

  • This campaign tells people to make that first move towards achieving their dreams by starting their day healthy with a balanced breakfast

    Kellogg kick-starts ‘Bade Sapno ki Sahi Shuruat’ campaign

    By A Correspondent

     

    To limit people from skipping breakfasts and build a healthy nation, Kellogg’s has launched its campaign that spells the core objective of ‘Bade Sapno ki Sahi Shuruat’ with a thought provoking TVC.

     

    It is a well versed fact that the most important meal of the day is our breakfast, yet it is skipped most often owing to our mundane activities taking precedence. This campaign tells people to make that first move towards achieving their dreams by starting their day healthy with a balanced breakfast.

     

    Speaking on this campaign, Harpreet Singh Tibb, Director of Marketing, and Kellogg’s India said, “India is a developing country and has people full of aspirations. They dream big, but unfortunately ignore the importance of starting right and this is reflected in their breakfast habits where most of them don’t give a right start to their day. We at Kellogg’s thought of becoming a part of their journey and launched our new campaign: ‘Bade Sapno Ki Sahi Shuruat’. With this we aim to educate everyone, that a solid, nutritious, grain based start of the day is the way forward and first step to making one’s dream come true. We are aiming at converting dreamers into achievers.”

     

    On creative front, Nandita Chalam’s, Executive Creative Director, JWT shares, “Bade Sapno ki Sahi Shuruat is the idea of our latest campaign for Kellogg’s Masterbrand. India is a land of dreamers and achievers. But most are unable to identify the right start.  Through our campaign, we are encouraging them to begin the day with the right start by eating a nutritious breakfast every morning. In our TVC, Saina Nehwal, our new brand ambassador, exhorts every young Indian with dreams to give them the right start by eating a Kellogg’s breakfast every morning – just like she does.”

     

    The TVC is a part of the larger 360 degrees campaign that will eventually reach out to people to not only provide fuel for their daily nutrition needs, but also fuel their dreams.

     

  • Chhota Bheem & POGO to encourage fitness habits among children

    Cartoon Network & POGO School Contact Programs to engage kids pan-India

    By A Correspondent

     

    Turner India is set to launch its annual Cartoon Network and POGO School Contact Programs (SCPs) across the country. With innovative and engaging themes, both SCPs will not only entertain students with games, trivia and prizes but also impart valuable lessons.

     

    The Cartoon Network SCP called ‘Adventure Camp’ is themed around the channel’s latest international hit series ‘Adventure Time’ with lead characters Finn and Jake. The SCP aims on bringing adventure and an outdoorsy spirit of camping into schools through physical activities, mental games, sports, team building exercises and other activities.

     

    On the other hand, POGO, through its ‘Bheem ka Fitness Formula’ SCP, is on a nationwide spree to make children fit and healthy like their favorite superhero Chhota Bheem. Along with other popular POGO characters like Mighty Raju, Tom and Jerry and Mr. Bean, kids will learn about the importance of physical and mental exercises during their daily lives and how this will help them stay sharp and fit.

     

    Having started on 03 August 2015, both Cartoon Network and POGO SCPs will run till mid-September targeting over 1 million students (between standards 1 to 8) in approximately 1000 schools. Combined, the SCPs will be conducted across 12 cities including Mumbai, Delhi, Bangalore, Chennai, Pune, Lucknow, Kolkata, Ludhiana, Hyderabad, Kanpur, Ahmedabad and Amritsar.

     

  • Backed with an experience of over nine years, Kabir has worked for both, brand communication and creative execution for his clients

    Kabir Ahmed joins RAPP India as Group Director- Brand Communication

    By A Correspondent

     

    Kabir Ahmed

    Kabir Ahmed, erstwhile Brand Services Director at Lowe, Mumbai has joined DDB Mudra Group as Group Director- Brand Communication at RAPP India.

     

    Backed with an experience of over nine years, Kabir has worked for both, brand communication and creative execution for his clients. From his stints at Lowe and Percept/H, he gathered knowledge in brand communications while working on brands like FedEx, Sunburn, Idea Cellular, Practo.com, HSBC Bank and HSBC InvestDirect amongst others. His earlier stint at DDB Mudra, Chennai, and Art Advertising, Mumbai, during former years of his career span gave him an opportunity to work on the creative end for brands like Anchor, Dyna, Fem, Schwarzkopf, Nippon Paint, Cavin Kare, J. Hampstead, Mistair, Siyarams, Monginis, Medimix, Rakindo, and Ashok Leyland.

     

    Venkat Mallik

    Venkat Mallikarjunan, President, RAPP India quoted, “RAPP India is going through its next phase of growth with a number of new business wins and a truly fabulous array of clients and spread of work. In a typical work day our life moves from a digital assignment to one involving Data and consumer engagement and then to a classical brand building task. It’s a truly exciting period of time when we need people with deep passion for the communications business supported with a high level of energy and versatility. Kabir brings in just the right blend of enthusiasm and experience for the period ahead.”