MxMIndia

Category: MARKETING

  • Dating app launches an ad film for the women, by the women

    TrulyMadly advocates #BoyBrowsing in new campaign

    By A Correspondent

     

    TrulyMadly has unveiled a fun new film that can be viewed online and on TV and is part of the ongoing Bestie campaign, which highlights how the dating app is available round the clock. In fact it is like a girl’s bestie, to point out all suitable boys for dating.

     

    The street casted film features real girls in real life situations – from college classrooms to office meeting rooms, at a house party, in a mall, even at home peering at a male visitor through a window. From high-fiving each other when a look is returned, to hiding in the balcony lest the guy might see them checking him out, the film captures every fun and light-hearted nuance of checking out boys with your bestie in situations every single girl can relate to.

     

    Conceptualized by Contract India, this is a film made by a team of girls, for the girls. Acclaimed filmmaker Shirsha Guha Thakurta of Oink Films has directed the film, while Delhi-based sisters and music composers Kavya and Khyati Trehan have written and sung the jingle for the film.

     

    Sachin Bhatia, CEO and Co-Founder of TrulyMadly said, “Girls love checking out boys with their besties, so we thought of finally giving this behavior an appropriate name – ‘Boy browsing’ – with our first TV and online film. Made by a gang of girls, the film has scenes so relatable that we expect it to make boy browsing a part of pop culture lexicon and a topic of everyday conversations.”

     

    “Just like your friend never lets a good-looking guy pass by unnoticed, TrulyMadly is your new bestie that will never let a great potential match pass by,” Sachin added.

     

  • Amrik has 50 per cent more fat compared to other normal toned milk

    Amrik, the fat-rich milk variety from Dinshaws launched

    By A Correspondent

     

    Dinshaws Dairy Foods Pvt Ltd. has launched Amrik Milk via a unique and the first of its kind gathering of tea vendors at Rajwada Palace in Nagpur.

     

    In a departure from practice and respect to the contribution and support for Dinshaws by the tea vendor community, two tea vendors with long association with the brand unveiled the brand at the event.

     

    Amrik has 50 per cent more fat compared to other normal toned milk. This enhanced fat content is unique to the brand in its range and classification. The brand is based on intense research carried out in Nagpur and Raipur among housewives and tea vendors. The filed test for the brand was carried out with tea vendors before the final launch.

     

    More fat content ensures that the taste of tea is enhanced and retained. Additionally from a housewives point of view, this higher fat content makes for a better more consistent and well-set dahi. It has advantage in making milk based items like Kheer and other sweets.

     

    Zervin Rana – Director Dinshaws Dairy Foods Ltd in his address shared Dinshaws history. He emphasised on the contribution of tea vendors as a large milk-buying segment in the success of brand Dinshaws. He reiterated the quality consciousness and the commitment to great products and service from the company.

     

    In a gesture to respect and demonstrate its appreciation, Dinshsws felicitated 22 tea vendors for their long association. Khushroo Buhariwala, AVP Operations, presented them a bouquet and certificate. The select set of tea vendors is associated with Dinshaws for more than 10 years. Few of these associations go back to 25-30 years.

     

    Sanjeev Kotnala, Head catalyst and founder of Intradia world and associated as Marketing and Brand advisor with Dinshaws took the audience through the development process of Amrik. He shared with tea vendors that in addition to the milk and the tea taste, tea consumers select their preferred tea spots based on the overall service. This involves how he is met, greeted, serviced, cleanliness and the tea vendor’s attitude. This brought a huge cheer from the attendees. To stress the part, an audio-visual capturing people reaction and reasons of liking tea or preferring a particular tea spots was played.

     

  • The e-commerce firms could generate for 40% of their annual sales this festive season

    Acche Din as ecom players expect $4bn sales this Puja/Dassera-Diwali-Xmas

     

    By Anjal Agarwal

     

    E-commerce firms are running their preparations for the coming festive season at full steam, expecting sales to the tune of Rs 25,600 crore ($4 billion). The festive months from October-December are expected to account for 40% of the $10-billion annual sales e-commerce firms are likely to record this year, according to management consulting firm Technopark Advisors. The industry had reported $7 billion sales in FY15, with 40% sales coming during the festive season, the firm’s senior vice-president Ankur Bisen said.

     

    Online marketplace Snapdeal, which saw a 15x increase in traffic last Diwali, is strengthening all aspects of business operations, including logistics, supply-chain, financial and technological support, Idi Srinivas Murthy, senior vicepresident, marketing, Snapdeal said. “We have launched faster last-mile delivery solutions and a refreshed user interface. We are also developing a host of solutions for our 1,50,000 sellers,” he added.

     

    Two major areas come into sharp focus as dozens of etailers jostle with each other for greater share of festive spends – delivery performance and customer satisfaction.

     

    Mumbai-based furniture and home products marketplace Pepperfry has increased merchant base, multiplied marketing outreach, and invested in doubling its logistics capabilities by expanding fulfilment centres, delivery and assembly capabilities as well as technology capabilities, according to chief marketing officer Kashyap Vadapalli. “Our sales were up 200% (last Diwali) as we took necessary steps both at the logistics and supply end,” he added.

     

    The coming festive months are crucial not just to the ecommerce industry, but also for companies providing logistics solutions. Logistics startup Delhivery is expecting a significant surge in volumes, similar to last year. “Delhivery is continuously investing in technology, infrastructure and automation to ensure such surges are managed well during the festive season,” said Mohit Tandon, co-founder, Delhivery. However, with rising demand, these companies are bound to face innumerable challenges.

     

    “Since the logistics partners are common to almost all players, fulfilling the demands over a given period of time becomes a concern,” said Praveen Sinha, managing director and founder of online fashion retailer Jabong. “It is not always easy due to the overwhelming response that we get during this time. It sometimes becomes challenging to have a constant stock of products,” he added.

     

    In the past one year mobile and internet penetration has increased further indicating that this year online purchasing will grow multi-fold compared to Diwali 2014, Kushal Nahata, CEO and cofounder of enterprise mobility platform FarEye said.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • Brand ambassador & Bollywood superstar Priyanka Chopra reinforces the tagline 'Achchai ki ek alag chamak hoti hai'

    Rajnigandha Silver Pearls unveils new TVC with ambassador Priyanka Chopra

    By A Correspondent

     

    Rajnigandha Silver Pearls, the popular mouth freshener brand from the multi-diversified conglomerate, Dharampal Satyapal Limited (DS Group) has launched its new TV ad campaign. Featuring the brand ambassador and Bollywood diva, Priyanka Chopra for the second time, the TVC takes forward and firmly re-establishes the brand’s core communication and philosophy: ‘Achchai ki ek alag chamak hoti hai’.

     

    In the new TV ad film, conceptualized and created by Dentsu Marcom, Priyanka Chopra is shown introspecting on her life and on what people say of her. She mulls over these things as she climbs down a majestic staircase in a grand hotel. The film ends with a simple, spontaneous act of goodness where she helps a hotel staff member. With this, she deduces what goodness is actually all about: ‘Not what people say about you, but what you do.’

     

    Rajeev Jain, Associate Vice President, DS Group said, “The brand story of Rajnigandha Silver Pearls is hinged on the tagline ‘Goodness that shines or ‘Achahai ki ek alag chamak hoti hai’, which articulates the goodness of great tasting product enhanced by the shining silver coating.  The new campaign with the brand ambassador Priyanka Chopra also weaves a story around the same theme reinforcing the message; let the goodness of your heart shine forth, yet again. Leveraging on the success of the initial campaign and the growing product demand, this new integrated campaign is being launched on TV, Radio, Digital, Cinemas and in BTL space.”

     

    Titus Upputuru, National Creative Director, Dentsu Marcom, said, “This time, just like the previous campaign, we are carrying forward the same brand message of ”Dil bada to tu bada” through a shocking story that shows the brand face- Priyanka Chopra, indulge in a self-depreciating monologue, emphasizing that at the end of the day, it is only what you do that matters. Priyanka Chopra played a sport and criticized herself through the film”

     

    “People have opinions. Judgment is something none of us can avoid, even the biggest celebrities and stars can’t. Priyanka Chopra finds herself in the middle of such a thought, wondering why people misconstrue her. But then she rationalizes that as long as she is good in her actions, it doesn’t matter how people think or talk. Her belief is reinforced when she helps someone purely out of kindness,” added Vishal Mittal, Senior Creative Director, Dentsu Marcom.

     

  • The survey received 1,368 responses from 86 Indian cities and towns

    Hansa Cequity’s omni-channel shopper study throws up interesting findings

    By A Correspondent

     

    Customer marketing company Hansa Cequity released its first omni-channel shopper study to understand customer behaviour and how India shops. The survey received 1,368 responses from 86 Indian cities and towns.

     

    The report, launched in association with the Retailers Association of India (RAI) during the ‘Cequity Conclave: Data Driven CMO’, revealed that with increased choices, higher disposable incomes and exposure to global shopping formats, the Indian shopper is changing. The findings highlight in detail why data will drive the decisions of the future CMOs.

     

    According to the study, 74 per cent respondents’ exhibit omni-channel behaviour (they have shopped in all formats -local retailer, large department and online). The research further reveals that around 40 per cent of the urban Indian shoppers’ shop regularly using modern trade, the numbers have more than doubled as compared to 2012.

     

    The study also revealed that the level of penetration of omni-channel behaviour in the next multi-billion Rupee markets – small towns – is sluggish. However, optimistic signals with some retailers already taking measures to address this latent need of shoppers both by trying to extend the omni-channel experience and by increasing service levels was also observed.

     

    Commenting on the report Ajay Kelkar, Co-founder and COO, Hansa Cequity said, “The Indian shopper has changed. She is as comfortable haggling with the local vegetable seller as much as she is tapping open apps on her smartphone to scour ecommerce stores for the best deals. As consumers embrace new technologies, the shopping experience has become increasingly sophisticated, enabling new ways for leading retailers to reach their audience. By integrating and aligning channels – stores, e-stores, mobile apps and social media – omni-channel retailing provides a flexible and seamless shopping experience to customers.”

     

    “With multi-channel shopping interfaces: physical stores, malls, e-commerce platforms, social-enabled shopping experiences, and smartphone app based services consumers have so many ways to discover and buy the things they want to. Our first omni-channel retail study has been aimed at understanding the customer behaviour and tries to capture in the way Indians shop,” said S Swaminathan, Co-founder and CEO, Hansa Cequity.

     

    Kumar Rajagopalan, Chief Executive Officer, Retailers Association of India added, “RAI is the unified voice of retailers in India and works towards continuous updating of modern retail trade practices in the country. We recognise that today’s customers have multiple channel options to buy and this report reemphasised the need for retailers to adopt an omni-channel approach to interacting with consumers. A nation of shopkeepers, India has been on the high-growth trajectory, and retail in India has seen generational shifts as it modernises and shifts gears. We are glad to be associated with the first research report on the omni-channel retail in India.”

     

  • Publicis' latest campaign for HDFC Mutual Funds highlights the how and why of investing

    Publicis imparts education on Mutual Funds for HDFC

    By A Correspondent

     

    The penetration of Mutual Funds in the country is very low and one of the biggest reasons for that is the low awareness of the products and the benefits of investing in them. With the objective of demystifying mutual fund investment, Publicis leverages storytelling to achieve their goal in a very simple yet profound manner. The creative shop has crafted a series of TVCs for HDFC Mutual Fund capturing distinctive situations that interestingly inform people about investing in mutual funds through simple life analogies that are seen through the lens of a little girl.

     

    In one of the commercials, we see a girl wearing a saree confidently. But later we find that she’s made a mess of it as she doesn’t really know how to wear it and looks up to her mother for help thereby highlighting the importance of taking expert advice before investing in mutual funds. In another commercial, we see the girl swimming like a fish while an older lady hesitates to even put one foot in the pool, which goes on to explain the benefit of starting early when it comes to investing in mutual funds. In yet another commercial, we see the same girl greeting an angry old uncle everyday who eventually melts and reciprocates her actions which further goes on to explain the benefit of regular investments. There are a couple more films on the same line that will run on the digital medium.

     

    Commenting on the uniqueness of the campaign, Bobby Pawar, Managing Director, CCO, Publicis South Asia says “Most people are scared of thinking about investments, because they feel it is way too complicated for them to understand. So the problem was how do you get them to listen and more importantly learn? We turned to a technique that great teachers employ i.e. make the lesson interesting and fun. From here, we drew parallels between the things life teaches us as we are growing up and the principles of investing in mutual funds. To underscore that these lessons are simple, we told stories through the experiences of a little girl.”

     

  • Spanning across three phases, the campaign aims to establish Zippo's characteristics as moving beyond iconic lighters

    Zippo out to find the “The Real Man” via new campaign

    By A Correspondent

     

    American brand, Zippo is set to engage its fans in an exciting campaign to celebrate the essence of ‘The Real Man’. In a quest to find the attributes that make “The Real Man”, Zippo has partnered with men’s magazine, Maxim India.

     

    Spanning across three phases, the campaign aims to establish Zippo’s characteristics as moving beyond iconic lighters. The campaign integrates the belief that having a story makes a man unique; having a Zippo lighter makes him a man.

     

    Starting with a six-day Twitter contest on August 30, 2015, fans will be encouraged to share traits they think make “The Real Man” at Maxim India. Best entries will be integrated into a photo feature in Maxim India’s October issue and rewarded with a Zippo Gentlemen’s lighter.

     

    Zippo lovers will also have a chance to own exclusive and funky branded phone covers with purchase of a Zippo Windproof Lighter in the month of October at select retail outlets in Delhi.

     

    In the third phase of the campaign, Zippo and Maxim India will host a party to celebrate the spirit of ‘The Real Man’ with attendees including socialites and like-minded celebrities from fashion and Bollywood.

     

  • The account was won by Rediffusion Y&R following a multi agency pitch

    Rediff bags creative duties of Hamdard

    By A Correspondent

     

    Rediffusion Y&R will be the new creative agency of Hamdard Laboratories, a Unani and Ayurvedic pharmaceutical company which had put its flagship brand Safi and traditional medicine on pitch recently . The flagship brands like Safi, Roohafza, Sualin, Joshina will be handled out of the Rediffusion Y&R’s Delhi office. The account was won after a multi-agency pitch.

     

    Hamdard Laboratories operates in the category of health and wellness, and was set up in 1906 in Delhi. It is one of the major players in the OTC healthcare sector with more than 600 OTC and ethical products, including popular household brands like Safi, Roohafza , Joshina, Sualin – these brands have a role to play in our lives .They have dominated the shelves in our homes forever and in many cases , been a part of growing up years.

     

    Mansoor Ali

    Mansoor Ali, Chief Marketing Officer , Hamdard said this about the pitch:

    “ We’ve been through an intense evaluation process and have decided to award a significant part of the business to Rediffusion Y&R, on the strength of understanding our business, and having the right direction on concepts and strategy. We have decided to partner with Rediffusion Y&R on Rooh Afza and its extensions (being the big one),Safi, Sualin and Joshina.”

     

    Dhunji Wadia

    On winning the account, Group President Rediffusion Y&R, Dhunji Wadia, says, “It’s an honour to be associated with Hamdard and the wonderful brands that they have assigned us. We look forward to creating great work together.”

     

  • Expands association to the whole of Africa, Malaysia, Vietnam, Philippines, Singapore, Cambodia, Laos, Myanmar and Brunei

    Apollo Tyres extends association with MUFC to other countries

    By A Correspondent

     

    Taking forward its association with Manchester United Football Club, leading tyre maker Apollo Tyres announced the extension of this association to the whole of Africa, Malaysia, Vietnam, Philippines, Singapore, Cambodia, Laos, Myanmar and Brunei. This is in addition to the existing association spanning 67 countries in Asia, Europe and few countries of Africa.

     

    Marco Paracciani, Chief Marketing Officer, Apollo Tyres Ltd, commenting on the extension of territories, said, “The last two years of our association with Manchester United Football Club has helped increase the awareness for the ‘Apollo’ brand across select markets. This expansion will help us in our brand building journey in the African and South East Asia regions and support our growth initiatives in various countries in the regions.”

     

    The association between the two organisations has resulted in the introduction of Apollo and Manchester United branded tyres in India, Thailand and the UK. Last year, a ‘Go The Distance’ football pitch, made using recycled rubber, was also inaugurated at Old Trafford in the UK. Similarly, carrying forward the association, the two organisations came together to nurture young football talent from India.

     

    Manchester United’s Group Managing Director, Richard Arnold commented, “Since becoming a partner of Manchester United in 2013, Apollo Tyres have demonstrated their commitment not only to the partnership, but also to our fans. They have introduced some amazing initiatives, including the installation of its community ‘Go The Distance’ pitch at Old Trafford, and more recently, its week long football camp held in India in conjunction with the Manchester United Soccer School, aimed at inspiring India’s next generation of sporting stars. Apollo Tyres have shown how through our partnership they can create programmes like this that not only give something back to the community but also increases the company’s brand awareness in key markets. With the expansion of its rights into these new territories, we hope to bring many more exciting enterprises to our fans.”

     

  • Deepak Jolly, currently Vice President Public Affairs &Communication to take up a new General Management assignment

    Coca-Cola announces senior leadership changes

    By A Correspondent

     

    Coca-Cola India announced senior leadership changes in keeping with its focus on providing more choice to consumers. Deepak Jolly, currently Vice President, Public Affairs & Communication has been entrusted the responsibility of setting up a new function within the Company which will promote its growing portfolio of niche brands within the franchise bottling territories. Deepak will continue to report to Venkatesh Kini and will take over his new responsibility starting November 1, 2015. The Company already has an established portfolio of premium brands like Schweppes Tonic, Schweppes Gingerale, Schweppes Soda and soon to be launched Fuze Tea.

     

    Deepak is a veteran of the Coca-Cola system who has led the Public Affairs & Communication function within the company for over 10 years.  He joined Coca-Cola India at a time when the Company was facing significant challenges and helped turnaround the business by focusing on reputation management. Over a career spanning more than three decades, he has worked with top corporates like Hindustan Unilever, PepsiCo, Godfrey Philips and Bharti Airtel. In preparation for his new assignment, Deepak will soon attend an executive leadership program at a leading University in USA for a period of six weeks.

     

    Ishteyaque Amjad, who has joined Coca-Cola India, will take over the responsibility of the Public Affairs & Communications function for India and South West Asia. Ishteyaque most recently was Director Corporate Affairs for Cargill, based in Singapore. Ishteyaque joined Cargill in 2008 to establish the Corporate Affairs function for their India business. He launched Cargill’s ‘Nourishing India’ program that aimed to provide solutions for food and nutrition insecurity. In a career spanning more than two decades, he has held senior roles in companies such as HCL Enterprises and Essar Group and also served with the Indian Army. He is a Post Graduate from Symbiosis Institute of Management Studies in Pune and a Bachelor of Economics from Aligarh Muslim University. He is also an alumnus of the Indian Military Academy, Dehradun.

     

    Announcing these changes, Venkatesh Kini, President, Coca-Cola India and South West Asia, said, “Deepak has accepted the responsibility to lead the premium and niche segment in the franchise bottling territories. In many ways, he is returning to where he started his career from – the Operations and Sales role in a large FMCG Company. I wish him the very best as he takes up a very challenging new assignment. I also welcome Ishteyaque Amjad to the Coca-Cola family. He has solid credentials and will make a great addition to our leadership team.”

     

  • Multimedia campaign across print, radio and online media

    Space makes all the diff for K Raheja Corp’s brand campaign

    By A Correspondent

     

    Leading real estate developers K Raheja Corp has launched a marketing campaign pegged on ‘space’. The campaign communication reads ‘Space makes all the difference’. Developed for Raheja Vistas Premiere – Pune, the campaign will roll out in the Pune market in phases across the mediums of print, radio and digital. The print ads juxtapose cramped lettering with well laid out text to elucidate the need for, and value of- space.

     

    Conceptualised by creative agency Utopeia Communicationz, the campaign aims to drive home the invaluable message that ‘Space is the ultimate luxury’: 20 acres of space for spacious floor plans; grand parking spaces; a 7-acre greenland with best in class amenities; space that allows one to enjoy the luxury of privacy; peacefully enjoy festivals and special occasions; space in a gated, serene community.

     

    Vinod Rohira

    Speaking about the campaign, Vinod Rohira of K Raheja Corp said: “In a time where space is a luxury, the availability of liberal amounts of it is definitely a huge advantage, and we have focussed on this single feature to showcase the merits of Raheja Vistas Premiere. Timed for the festive season, with a carefully selected media mix across print, radio and digital we look forward to this campaign successfully meeting our business objectives.”

     

    Commented Sean Colaco, Creative Head & Director, Utopeia Communicationz: “Allowing us an opportunity to creatively focus on and leverage the many benefits of space, from privacy to extensive amenities. In the crowded cities we live in, the offering of space resonates well with the audience.”

     

  • While the app has much going for it, the debate remains focused on the readiness (or lack) of the market

    Is it time for brands and services to go app-only?

    By Amit Bapna

     

    The ongoing debate on the ‘right time’ for brands to go app-only does not seem even close to getting resolved. It’s however on the minds of several companies in a market that’s reportedly adding a staggering 5 million smart phones every month. Some brands have leapt aboard the app only bandwagon: Myntra, Ola and most recently food-brand Faasos on realising 97 per cent of its customers place orders via the app.

     

    In principle, while the app has much going for it, the debate remains focused on the readiness (or lack) of the market. The journey is also a function of category and target audience. For instance furniture, household electronics etc. lend themselves better to omni-channel.

     

    Rathin Lahiri, CMO, Meru Cabs claims an app-first strategy is better than app-only for many reasons. “Ecommerce is still under-penetrated. While the mobile is a more personal shopping device, the website is just easier to browse.” Adds Sabyasachi Mitter, managing director, ibs, “Going app-only is a bad idea at this stage. The market needs more users to experience the online ecosystem.” Once a user sees the benefit of a brand he will naturally look for its app.

     

    The world’s most valuable start-up Uber is apponly and that is not by coincidence. Taking a leaf, the Indian aggregator Ola has become app-only since August 1 this year. Its call centre is no longer a booking channel but acts purely as customer care. As per Anand Subramanian, senior director – marketing communications, Ola, “The choice was between the call centre and the mobile app since the desktop was never a large contributor.” To keep the experience inclusive, the app has been kept very simple which is the secret sauce is in his view.

     

    For Myntra, fashion is a very personal experience. Prasad Kompalli, head of eCommerce platform believes that mobile can truly deliver this experience as it captures user’s lifestyle and context in manner that the desktop cannot.

     

    On the other hand, flipkart has reportedly gone cold on its app-only plans for now, and as per the company spokesperson, “We are constantly experimenting with various aspects of our service to create the best shopping experience for users on our app. Meanwhile, we continue to offer both desktop as well as mobile options.”

     

    Points out Tushar Vyas, chief strategy officer, GroupM South Asia, “There are significantly more users getting added to mobile internet than PC internet and the battle has moved to owning real estate on the consumer’s phone and becoming a destination of choice.” The app-only approach, thus, is a bold move for the future. According to Milind Pathak, COO, Madhouse, the app gives the brand far more control. Also due to the handset native presence, even when the app is closed, it will pass signals making for personalised interactions.

     

    With access to location data, relevant push notifications could be bundled, deals, for instance. Adds Rahul Pandey, CEO and co-founder of mobile advertising agency Bonzai, “An app install on consumer’s device provides a higher chance of engagement, and the ability to collect user specific data, build engagement and do re-targeting.” Apps could well be the pillar leading to the maturity of analytics based marketing as against the currently prevalent acquisition driven model.

     

    According to Joono Simon, co-founder of Bengaluru-based Brave New World, “The marketing efforts to drive traffic to the site and the app are a resource drain. The websites in the current avatar won’t last long.” Agrees and adds Vivek Bhargava, CEO, iProspect-Communicate2, “A key advantage of this approach is that brands have to advertise less once the user starts to order through the app.” However common wisdom is pointing to the fact that shifting consumers desktop to mobile will require a more engaged and evolved ecosystem.

     

    Whether and when a company decides to go app only requires a careful calibration of how its core consumers are evolving. Flipkart backing down obviously had a lot to do with buyers in big ticket categories that require a lot of comparison and browsing before purchase — electronic goods and computer components for instance — threatening to shift en masse to the competition. While marketers often dream of leading the consumer, following her will perhaps be the best way to go, this time around.

     

    Source:The Economic Times

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

    Licensed to republish