MxMIndia

Category: MARKETING

  • The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation

    Dentsu celebrates the life of ‘Players’ in new campaign for Maruti Swift

    By A Correspondent

     

    Maruti Suzuki Swift has launched its latest campaign that celebrates another feather to the list – that of the sporty looking limited edition Swift Glory.

     

    The film shows a few drivers driving the Sporty looking limited edition while the rest watch them drive by. Some watch as spectators, some like fans, some are the cheerleaders who add cheer to the world with an early morning hello, some are commentators because they make comments, some like the neighbor’s dog is a critic and barks as the Swift drives by…finally the vehicles come to a stop and the voice-over concludes that ‘Then there are the players… The limited edition Swift Glory is for the Players.’

     

    The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation.

     

    Titus Upputuru, National Creative Director, Dentsu Creative Impact said, “The idea draws a parallel between the world of sports and the real world. Just like in a sports world, there are players and there are spectators, fans, cheer leaders etc,, the film shows that the new Sporty looking limited  edition of Swift creates a new distinction between those who are the players and those who are not. The sporty looking Limited edition from Swift is a great looking product. And we had a great fun creating this campaign.”

     

    RS Kalsi, Executive Director , Maruti Suzuki India Limited said, “There is a player in each one of us and the new Swift Glory intends to bring that out. The new sporty looking limited edition takes inspiration from sports and racing. It comes with an exciting range of features such as body graphics, multimedia system and sporty interiors. We are positive that the limited edition would be as loved as the earlier versions. Brand Swift has constantly evolved over the past ten years to become one of India’s favorite cars. With over a million cars on road our challenge is to constantly keep the excitement up and engage with consumers in newer ways. The Swift Glory limited edition is exactly the kind of change we want to create, thereby keeping the thrill and love for the brand at a high.”

     

  • With this association, the Vision 2020 project will establish to hone meritorious talent and develop them into high-class players to play for the national side

    IDBI Federal Life Insurance builds a new partnership with CAB

    By A Correspondent

     

    IDBI Federal Life Insurance has announced its partnership with the Cricket Association of Bengal (CAB) to strengthen state’s cricket endeavors. Sourav Ganguly at the helm of affairs as the youngest ever president and taking charge of the Cricket Association of Bengal (CAB), has already created a roadmap to reinvigorate the state’s cricket dynamics. And with this association, the Vision 2020 project will establish to hone meritorious talent and develop them into high-class players to play for the national side.

     

    Speaking on this association, Sourav Ganguly, President – the Cricket Association of Bengal (CAB) said, “Bengal cricket in the last couple of years has been making steady efforts to build a supply line of national team players. The most significant of these projects is the ‘Vision 2020’ which has in its fold eminent cricketers like VVS Laxman, Muttiah Muralitharan, TA Sekhar to change the face of Bengal cricket. We are glad that IDBI Federal Life Insurance understands the importance of such initiatives. Like us, they too believe, the assurance and support it needs to hone upcoming cricketers. I would like to thank IDBI Federal Life Insurance for coming forward and partnering with us to continue making this a grand success.”

     

    On this occasion, Vighnesh Shahane, CEO of IDBI Federal Life Insurance said, “Sports has always been a force for good. IDBI Federal Life Insurance’s vision is to inspire positive change that helps people shape a better future and live their best lives. Bengal cricket is going through dynamic changes and the different projects that the association has undertaken just add to the vibrant spirit of the game. We are happy to be a part of the CAB’s ambitious journey- it promises to bring about positive changes for the game of cricket at the national as well as international levels. I am confident that this association will be a stepping stone for the stars of tomorrow. We are truly excited about this collaboration and would like to thank the CAB for selecting us as their partners in this journey.”

     

    IDBI Federal Life Insurance will sponsor all age group teams from the CAB for various domestic cricket tournaments, including Ranji matches.

     

  • In approximately 40 months of its journey, Voylla has achieved good business milestones

    Kangana Ranaut appointed brand ambassador for Voylla

    By A Correspondent

     

    Fashion jewellery brand Voylla has announced an endorsement engagement with Kangana Ranaut.

     

    “For us, it was a strategic fit since Kangana personifies the brand. A Voylla woman is independent, progressive, and truly believes in a woman’s choice to look good and feel good. We are extremely delighted with this endorsement. We started as an eCommerce only brand but now are well and truly on our way to become a compelling omni- channel brand. We are looking at opening atleast 100 stores in the next 24 months. This association with Kangana is a part of well thought out strategy to help us reach out to a very large customer base,” said Vishwas Shringi, Founder & CEO of Voylla.

     

    In approximately 40 months of its journey, Voylla has achieved good business milestones. From being the largest selling online fashion jewellery brand to now roping in Kangana and embarking on its omni- channel journey with its first store in Rajauri Garden Delhi, is a remarkable feat. Voylla had received an encouraging seed fund from Snowleopard Momentum LLC and has recently raised a SeriesB funding from Peepul Capital.

     

    Voylla is currently sold through its monobrand site, 29 online channels and few strategic SIS counters in Future Group led Central. It provides a choice of over 35,000 SKUs at any given point of time, with around 800 SKUs being added every week.

     

  • The unique PG Certificate Programme will entail exposure to eminent faculty in India

    Talentedge and MICA to offer Course in Marketing & Brand Management

    By A Correspondent

     

    Talentedge, a leading interactive learning solution companies, has collaborated with MICA to offer students an industry-first PG Certificate Programme in Marketing and Brand Management. The four-month programme has been designed by MICA to provide students a comprehensive view of various practical and applicable aspects of Marketing and Brand Management. Commencing on 28th October, 2015, it entails two hours of study on weekdays and includes lectures from eminent faculty and industry experts from India.

     

    Aditya Malik, CEO & MD Talentedge commented, “With most companies in India or abroad, paying emphasis to how they market their brand in the dynamic environment, our one of its kind programme promises to bring a global perspective to understanding Marketing and Brand Management in the contemporary times we live in. The collaboration with MICA gives us the assurance and credibility to offer this programme to those aspiring to hone their professional expertise in this lucrative field. With the accessibility of the programme online, students can gain valuable knowledge on brand marketing and management practices irrespective of geographical location to sharpen their skill set and build future career prospects.”

     

    Students can enjoy a real classroom experience in a virtual environment with seamless technology and access the live online interactive lectures at a broadband connection of 512 kbps. The fully online programme offers a user-friendly technology interface that allows active interactions with fellow students and faculty.

     

    Participants can also request for on-demand access to the recorded sessions, in case they miss the lectures. Talentedge’s cloud campus will be instrumental in delivering a superlative virtual learning experience by giving students access to programme presentations, projects, case studies, assignments and other reference material.

     

    Graduates from a recognised university in any discipline from India and abroad as well as working professionals who aim to upgrade their industry knowledge can enroll for this programme. On successful completion of the programme, students will be awarded with a certificate from MICA.

     

    Falguni Vasavada-Oza, Professor, MICA commented, “At MICA, we are extremely excited to launch the PG Certificate Programme in Marketing and Brand Management and our collaboration with Talentedge. Their interactive learning technology and the way they are approaching higher education in India is certainly going to change the face of education.”

     

    The programme is priced at Rs 50, 000 plus taxes.

     

  • The film along with its entertainment quotient aims to project a message of inspiring positive change in the society

    Eros partners Bagpiper Soda for Marathi movie ‘Guru’

    By A Correspondent

     

    Eros International Media Limited (Eros International) announced its one of a kind content partnership with United Spirits’ Bagpiper Soda, for the upcoming Marathi film ‘Guru’.

     

    Starring multi-talented actor Ankush Chaudhary and Urmila Kanetkar, ‘Guru’ will be directed by Sanjay Jadhav, based on a script by Ashish Parte. A film that dares to break the mould and take certain issues head on, ‘Guru’, is expected to go on floors by November 2015.

     

    The film along with its entertainment quotient aims to project a message of inspiring positive change in the society – the very purpose that Bagpiper Soda stands for. Through a unique association with Eros International, Bagpiper Soda will be an integrated partner across the film’s content, promotions and performance. Mindshare handles the media mandate for United Spirits Limited and has conceptualized this association for Bagpiper Soda.

     

    The association will see Bagpiper Soda promoting the film through a specially created TVC ad campaign with the lead actors and aligned with the basic plot of the film. The TVC will be on-air on regional Marathi channels through the production and promotion phase of the film. The movie will also include a song that resonates the film’s theme and Bagpiper Soda’s iconic message.

     

    Commenting on Bagpiper Soda’s new venture, Debashish Shyam, Sr. VP – Marketing, United Spirits said, “Bagpiper Soda has its soul entrenched in culture and there is no bigger medium that reflects popular ethos than Indian cinema. By becoming an integral part of a film like ‘Guru’ we will be able to spread Bagpiper Soda’s message of positive change to a much wider audience and also take our long-standing relationship with cinema to the next level. We are very happy to have excellent partners in Eros and Sanjay Jadhav for this venture.”

     

    Commenting on the association, Sameer Gogate, Chief Development Officer, Eros International Media Ltd said, “We are keen on partnering and promoting the best talent from the Marathi film industry. The association with Bagpiper Soda for ‘Guru’ will help drive the underlying message of the film which is to bring a radical change in society. ‘Guru’ promises to be an interesting journey and we are looking forward to supporting and nurturing such strong content driven films”.

     

    Prasanth Kumar, CEO Mindshare South Asia added, “We are very excited to have conceptualized and executed this ambitious and never done before initiative of co-creating a film with an iconic marque. Our strategic partnership with Bagpiper Soda and Eros International will change the game from content revolution to a new era of content evolution.”

     

     

    Sheela Foam Group

  • The agency was appointed after a multi-agency pitch that was held in Bangalore recently

    Lowe Lintas Blr wins mandate of TVS Sport

    By A Correspondent

     

    Leading two-wheeler auto major TVS Motor Company has appointed Lowe Lintas Bangalore to handle the creative mandate of its popular brand TVS Sport. The agency was appointed after a multi-agency pitch that was held in Bangalore recently.

     

    TVS Sport is a leading commuter brand in the TVS portfolio and has been witnessing promising growth over the years. The brand has grown at a CAGR of 5% since 2010 and is currently at 12K MA with a 3.4 per cent market share YTD 2015-16. In the current market scenario, the product differentiates itself from competition by giving consumer a great mileage that is derivative of a long-life Duralife engine and which comes at an affordable price. To popularize its many offerings, the brand has been leaning on Virat Kohli who is the brand ambassador for TVS Sport. The mandate for Lowe Lintas Bangalore would be to continue rendering the promise of TVS Sport being a popular and affordable choice for consumers.

     

    Arun Siddharth

    Commenting on the creative partnership, Arun Siddharth, Head – Motorcycle Marketing TVS Motor Company said, “TVS Sport is one of the most important commuter brands in the TVS Motor Company motorcycle portfolio. With more than 2 million proud consumers, it is our endeavor that TVS Sport is the brand that consumers in the segment love and identify with. Based on the work received from the multi-agency pitch, we found Lowe Lintas Bangalore’s ideation and planning effort along with strong yet grounded team to be a perfect fit for the job at hand. We look forward to putting out meaningful creative work that will spur consumer interest and affiliation towards our popular offering TVS Sport.”

     

    GV Krishnan

    Already an established entity, TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual revenue of more than Rs. 10,131 crore in 2014-15 (around USD 1.6 billion). It is the flagship company of the USD 7.29 billion (in 2013-14) TVS Group. The company has a production capacity of 3 million 2-wheelers & 1.2 Lakh 3-wheelers a year. TVS Motor Company Ltd (TVS Motor), member of the TVS group, is the largest company of the group in terms of size and turnover.Sharing his views on the winning the mandate, GV Krishnan, President – Lowe Lintas Bangalore said, “Unquestionable category expertise, great lineage and impeccable values; TVS is that perfect partner that brings out the best from an agency like Lowe Lintas. Our task would be to create brand love and get TVS Sport to be most preferred brand in a category that is crowded and where the consumer is extremely discerning and knowledgeable. We’ve already got the best minds in our agency start work on the brand and we’ll stop at nothing but magic.”

     

    TVS Motor Company has recorded a healthy growth trend in recent months. Total two-wheeler sales of the company increased from 215,244 units in the month of August 2014 to 216,781 units in the month of August 2015. Furthermore, domestic two-wheeler sales for the month of August 2015 stood at 183,653 units against 188,129 units in the month of August 2014.

     

    With steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two-wheelers and auto components. It also has vibrant businesses in the distribution of heavy commercial vehicles, passenger cars, finance and insurance.

     

  • It is the first time that Amitabh Bachchan will be endorsing an automotive brand in the two wheeler space

    TVS Jupiter ropes in Amitabh Bachchan

    By A Correspondent

     

    Taking forward TVS Jupiter’s brand philosophy, “Zyada Ka Fayda”, TVS Motor Company announced that it has roped in Amitabh Bachchan as brand philosophy evangelist for TVS Jupiter, the second largest scooter brand in the country. It is the first time that Amitabh Bachchan will be endorsing an automotive brand in the two wheeler space.

     

    “Amitabh Bachchan is held in high esteem in the hearts of India. He embodies the fact that success comes from talent that is nourished with great diligence, character and the spirit of wanting to do ‘Zyada’. This is the philosophy behind TVS Jupiter, Zyada Ka Fayda, which we are confident will resonate across India, especially when it is propagated by Shri Bachchan himself. We are very happy to welcome him into the TVS family.” said K N Radhakrishnan, President and CEO, TVS Motor Company.

     

    The first TVS Jupiter Campaign with Amitabh Bachchan is built around the festive season and is directed by renowned director Shoojit Sircar.

     

  • Ropes in Kapil Sharma, the famous standup comedian and South sensation Rana Daggubati

    Micromax initiative to accelerate smartphone adoption

    By A Correspondent

     

    To accelerate the smartphone adoption in the country, Micromax Informatics launched a 360 degree marketing campaign to encourage the 70 million new age consumers using feature phones to switch to smartphones. With a strong portfolio, the company is committed to deliver value to the consumers by focusing on three key levers: faster internet connectivity, large display, speedy processors at extremely affordable price points. To take its message to the nook and corner of the country and reach out to the first time smartphone users, the company has roped in popular stand-up comedian Kapil Sharma for North and the Bahubali sensation, Rana Daggubati for South. The two stars will be seen in a series of films that give very tangible, easy to comprehend benefits of switching to a Micromax smartphone.

     

    Currently, the Indian mobile market is dominated by feature phones with smartphone penetration at just about 15 per cent. Micromax has identified three core barriers hindering the faster smartphone adoption which include the total cost owning the smartphone and data packages, hesitancy around using touchscreen and an evolved Android experience and English language UI making it difficult for consumers to make the shift. Based on these insights, Micromax, has developed a full business initiative comprising key components such as affordable devices with big screen size, regional language support, customized data package and a fully developed customer education program– including printed material, digital content available over phone in local languages to empower first time users of smartphone to set up and use basic functions like email, social networking and other basic utilities.

     

    In line with this, Micromax’s new Bolt series phones offer big screen experience and cuts across various price points to suit the pockets of diverse consumer sets with models like Bolt S302: ₹ 3199/-, Bolt D303: ₹ 3199/-, Bolt Q331: ₹ 4999/- and Bolt Q338: ₹ 6499/-. All the Bolt series smartphones will now come pre-loaded with Firstouch, a patented translator functionality app that will help people translate from English to their local languages and vice versa and access apps in App Bazaar in their preferred language. Additionally, Micromax Bolt customers can also opt for either free WhatsApp or avail talk time worth Rs. 40 per month on Airtel for the first five months. Micromax has also initiated a tech buddy program which includes trained retail representatives and customer care executives across 850 Micromax service centres to help consumers in seamless transition. To take the message across the length and breadth of the country, a 360 degree marketing campaign has been launched to promote the entire initiative and explain the benefits of making the switch to smartphones with Micromax Bolt range.

     

    Commenting on the launch of the new campaign, Shubhajit Sen, CMO, Micromax Informatics, said, “Around 70-80 million Indians convert from their feature phones to smartphones every year and more and more consumers will use a smartphone for their initial computing and Internet needs leapfrogging the PC and laptop generation. We believe that smartphones will play a significant role in meeting PM’s ‘Digital India’ vision to connect the next billion. Micromax, being a front runner in the sub 7.5k mass segment handsets, has taken a step ahead in its philosophy of democratizing technology to the masses and has come up with a special program to enable the consumers to take the next technological leap towards the smartphones from feature phones.”

     

    “WhatsApp is excited to partner with Micromax as it continues to offer affordable innovations that enable connectivity. With over 900 million active users around the world and India being an important part of that, we remain focused on helping people communicate in a way that has become a part of everyday life. We are pleased to be working together with Micromax in this unique offering so that people in India can stay connected with their friends and family both in India and abroad,” said, Brian Acton, Co-Founder of WhatsApp.

     

    The entire campaign is designed to make the consumers more comfortable to approach Micromax to hand-hold them through all the apprehensions and inhibitions of using a smartphone for the first time. The campaign will act as a trigger for the consumers to be connected to their friends and family in a better way. The TVC campaign is conceptualized by Lowe Lintas Delhi, and includes a series of three films, each shot with Kapil Sharma and Rana Daggubati. The communication, in a very tongue-in-cheek manner, talks about Micromax differentiators that come with switching to the Micromax Bolt Smartphone range, which are – free data for use on WhatsApp, regional languages, affordability and big screen. The TVCs will showcase both the brand ambassadors in a double role which is a first for both of them.

     

  • Bang in the Middle has been brought on board to create the entire communication campaign for the brand

    Little brings Bang in the Middle on board

    By A Correspondent

     

    Little is the new hyperlocal live deals app that is being rolled out across India.

    Little is a part of the new online to offline service market place business where the offline merchants can harness the power of online medium to increase traction, footfall and fulfillment.

     

    Little will have thousands of deals live at any given moment from a variety of merchants that include restaurants, salons, spas, movie halls, hotels, gyms, weekend getaways and likes of such. Because the deals are live, and on app, Little will build a sense of urgency to avail of the deals. Little at this time is already live in major cities of India with thousands of merchants live on the app.

     

    Bang in the Middle has been brought on board to create the entire communication campaign for the brand. Little has very aggressive plans to scale and build traction and will be leveraging a host of mediums ranging from offline to online. The campaign is likely to break soon in selected cities

     

    “Little will open up a host of new opportunities for local merchants, it will make their business more customer centric, and this needs a new way of thinking on the brand. Bang in the Middle is working with us to make little very powerful” said Manish Chopra, MD and Founder Little.

     

    Naresh Gupta

    “Little is a very interesting concept. Little has to create a category for itself. We are delighted to be on board. The campaign for Little will definitely not be little.” said Naresh Gupta, Managing Partner, Bang in the Middle

     

  • She joins from Interspace Solutions where she worked as National Head – Retail and Customer Engagement

    Orchard appoints Sharmine Panthaky as VP and Branch Head, Mumbai

    By A Correspondent

     

    Sharmine Panthaky

    In a move to strengthen its leadership team, Orchard Advertising has roped in Sharmine Panthaky as Vice President and Branch Head, Mumbai. In her new role she will lead the relationship on key clients and look to grow the agency on the back of a renewed thrust on new business wins.

     

     

    Kaizad Pardiwalla

    Commenting on the appointment, Kaizad Pardiwalla, Chief Operating Officer, Orchard Advertising, said, “Sharmine joins us having had rich experience in business development and leading many national and multinational client relations. In her we found the unique ability to define the purpose for brands and devise business solutions that could unlock their true potential in the market. She will work with a multi-disciplinary team across The Leo Group India’s specialised offerings in digital, retail, activation, etc., thus helping to drive an integrated communication initiative on the brands we partner. I wish her the very best in taking Orchard to new heights.”

     

    Sharmine said on her joining, “Orchard has a legacy of great work on brands anyone would be proud to have on their roster. The leadership team has inspiring and exciting plans for the future. The opportunity to be part of this great journey was a no brainer. Since I’m joining mainstream advertising with Orchard after having spent many years in Out of Home, BTL and other disciplines, it gives me great joy and a feeling of being back home. I’m excited to partner clients and contribute hugely in getting great work out, thus helping to grow the agency’s business.”

     

    Sharmine is a marketing and communications professional with over 13 years of media and advertising agency experience across mainline advertising, Out of Home, engagement, news distribution and BTL. She joins from Interspace Solutions where she worked as National Head – Retail and Customer Engagement. Sharmine has also worked with Bates CHI and Partners, Clear Channel Mudra, Contract Advertising, Portland India and Radio Mirchi.

     

  • This campaign aims to educate young women about the early signs of ageing

    Olay gets Genelia to share her story in new campaign

    By A Correspondent

     

    Olay has launched its new campaign for Total Effects with new mom Genelia Deshmukh. Created by L&K Saatchi & Saatchi, this campaign aims to educate young women about the early signs of ageing.

     

    Speaking on the genesis of the campaign, Nikhil Ramesh, Brand Manager, P&G (Beauty care) said “It is our ongoing endeavour to educate the Indian woman about her skin and provide for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing, in a relatable and credible way for Olay Total Effects, we needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age vs Real Age campaign. ”

     

    Delna Sethna

    Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin transformation story after motherhood..thanks to Olay..was just what was needed”. The film captures Genelia’s skin age being higher than her real age, due to post pregnancy and motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.

     

    Priyanka Chatterjee

    Priyanka Chatterjee, Vice President, L&K Saatchi & Saatchi adds, “In India, conversations about skin age are starting to build. We want to help young women understand what the signs of skin ageing are and fight it with Olay.”

     

  • BankBazaar.com has been a pioneer and a one-stop provider of hassle-free solutions for all personal finance products including insurance policies, bank loans and credit cards

    BankBazaar.com entrusts Enormous with creative mandate

    By A Correspondent

     

    BankBazaar.com, a leading financial market place, has awarded the creative mandate to Enormous, after a multi-agency pitch in Mumbai. As part of the scope of engagement, Enormous will work towards further strengthening Bankbazaar.com’s brand positioning as an online financial marketplace offering end-to-end financial services catering to the country’s growing tech-savvy customers. The account will be serviced from Enormous’ Mumbai office.

     

    Established in 2008, BankBazaar.com has been a pioneer and a one-stop provider of hassle-free solutions for all personal finance products including insurance policies, bank loans and credit cards.

     

    Commenting on the development, Adhil Shetty, CEO of BankBazaar.com, said, “The e-commerce segment of the country has successfully spearheaded interesting communication campaigns to enable it as a high involvement sector. On the other hand, financial services, being an important aspect of our lives, remains a low involvement category due to complexities in information dissemination. We are delighted to have Enormous partner with us to simplify financial services through unique creative communication campaigns and to offer optimized benefits to our audience.”

     

    Ashish Khazanchi – Managing Partner, Enormous, “We are delighted to be appointed the agency for Bankbazaar.com. It was a hard-won pitch with Enormous being the only mid-sized agency as part of the process. It is a delight to be working with a team that is driven to effect a large behavior shift in the country. I always believe that ambitious clients help develop ambitious campaigns. Glad to be a small part of the process.”