MxMIndia

Category: MARKETING

  • Available across iOS, Windows and Android formats, Wakau is the gateway to a repository of original celebrity content

    Video-blogging app Wakau launched in India

    By A Correspondent

     

    Superstar Amitabh Bachchan unveiled the freemium celebrity video blogging app – Wakau. Starting 29th October 2015, theWakau app will provide original, candid videos of Mr. Bachchan and other celebrities across genres, be it films, sports, entertainment or music. Available across iOS, Windows and Android formats, Wakau is the gateway to a repository of original celebrity content.

     

    With an ever increasing repertoire of celebrities including the likes of Amitabh Bachchan, Sachin Tendulkar, Arjun Kapoor, AyushmaanKhurrana, Nirahua, Shaan,  Manju Warrier, Tamannaah Bhatia, Sophie Choudry, Arman Malik and Elli Avaramcontributing to the platform.Wakau will upload new content including landmark moments from the celebs lives, hobbies and interests and career stories,for subscribers on a daily basis. On Wakau fans can watch, share and comment on a wide variety of interesting videos categorised topically and by celebrity.The app, has a celebrity interface feature that enables celebs to upload premium video content, while allowing them to track fan comments on their videos and respond directly.

     

    Talking about his association with Wakau, Mr. Bachchan commented, “Social media is an integral part of my life today. I have always tried to stay connected with my fans and respond to them whenever possible through my blog and other social media platforms.  I am glad to be associated with an interactive platform like Wakau, through which I can share some of my candid moments from my day to day life with my fans and inch closer to them.”

     

    A joint venture between CA Media Digital and Jetsynthesys, Wakauis the first of its kind, freemium celebrity video blogging app that allowsusers to access unseen candid celeb moments to help them connect further with their favourite stars and celebs. Freely downloadable to users across India this ‘freemium’ app allows consumers to view celebrity videos for free, with the videos being interspersed with advertisements. The app also supports an ad-free experience via its subscription service.

     

    Speaking on the association, Rishi Negi, EVP Operations, CA Media India commented, “Wakau is a great opportunity for celebrities to connect with their fans and share personal stories, interests, sepia moments and cherished thoughts through their video blogs. The app is a celebrity hotspot that enablesconsumers to gain easy access to insightful videos of their favourite superstars and personal heroes on their phones.”

     

    Rajan Navani, Vice Chairman and Managing Director, Jetsynthesys, added “Through constant and continuous innovation we at Jetsynthesys strive to offer the best in digital technology and Wakau is no exception. With a deep focus on creating a personal connect with the consumer through leveraging analytics, the Wakau experience will eventually pave the way towards many firsts for the world. We are excited to launch this unique world class Indian product that would become the social digital media screen of the 21st century.”

     

    A technically superior app, Wakau has an adaptive and predictive streaming technology that enables optimization of content to each specific device and dynamically adapts the video stream to the constantly varying bandwidth of carrier and Wi-Fi networks creating a quality experience for the users.Consumers can subscribe to the premium service on the app using their existing mobile connection, credit cards, net banking and e-wallets with multiple validity periods and price points available..

     

  • That apart, there were two silvers for Vodafone Business Services and Philips and another bronze Echo also for Philips

    OgilvyOne wins the Goldat 2015 DMA Echo International Awards

    By A Correspondent

     

    OgilvyOne Worldwide gave India plenty of reason to cheer at the recently concluded 2015 DMA Echo International Awards held in Boston. The agency brought home India’s only Gold Echo for its work for Daman, Diu and Dadra Nagar Haveli Tourism. That apart, there were two silvers for Vodafone Business Services and Philips and another bronze Echo also for Philips.The DMA Echo awards are ranked among the oldest and most revered response based marketing awards on the international marketing calendar.

     

    An elated Vikram Menon, President and Country head, OgilvyOne India said: “An Echo is globally considered to be among the most coveted awards for effective response based communication. And to win four metals including a gold feels truly wonderful. Not only for us as an agency but for each of our clients.”

     

    Commenting on India’s performance, Shelly Singh, founder DMA Asia Echo Awards and DMA International Echo Envoy, added: “It’s been a wonderful year. With India ranking second only to the US in the overall tally of metal wins. And like last year, OgilvyOne has lead the way. Congratulations to everyone involved in bringing home this glory.”

     

  • Soumendu worked for around six years with one of India’s most profitable Internet companies, Infoedge and held various positions across functions

    Soumendu Ganguly to head marketing at Sulekha

    By A Correspondent

     

    Sulekha.com has appointed Soumendu Ganguly to head marketing and lead brand building efforts in digital and offline for the brand in India. He would also look after the performance marketing division of Sulekha.com.

     

    Soumendu worked for around six years with one of India’s most profitable Internet companies, Infoedge and heldvarious positions across functions for brands likeNaukri, 99acres Jeevansathi and Shiksha.Soumendu has an MBA from IIM Ahmedabad and a B.Tech. in Computer Science from NIT, Raipur.

     

    Soumendu Ganguly, Head of Marketing said, “I am really excited with the opportunity I have here at Sulekha.com. Even though it is one of the established internet brands in India with fantastic topline and bottomline growth, people haven’t really connected with Sulekha.com. The challenge is to bring Sulekha.com into mainstream mindspace and make it a brand the millennials love.”

     

    Satya Prabhakar, the founder and CEO of Sulekha.com said, “Today we are at the inflexion point in services business. People have less time, the cry for convenience is at its loudest and they see their mobiles as the remote for the physical world. We are working hard to ensure that availing services is as easy and intuitive as buying things online. Soumendu comes with a rare combination of marketing and engineering skills, honed in the consumer Internet space. We look forward to him making a material difference to brand Sulekha.”

     

  • The campaign is supported by a 360 degree outreach across print, TV and digital

    Horlicks looks to reinstate leadership stand via new campaign

    By A Correspondent

     

    GSK Consumer Healthcare’s flagship product Horlicks has launched a new campaign – ‘Food Science’. The campaign is a fresh communication designed to reinstate India’s leading HFD designed with Food science, is clinically proven to make children taller, stronger, sharper.

     

    The new TVC by Horlicks features a mother cutting fruits for her child who is about to leave for his tuition classes. The camera zooms in on a plate with apple slices kept next to another plate with cookies and cake. As the scene freezes, a nutritionist enters the kitchen and says that while a mother tries and does everything for her child’s nutrition, but how can she be sure that the nutrition of evening snack will suffice? The nutritionist then picks up a bottle of Horlicks from the shelf and mentions about consumption of Horlicks both during morning and evening as it is made with ‘Food Science’ – comprising of key natural ingredients like wheat, barley, milk and 23 vital nutrients. The TVC ends with a note that ‘Do baar Horlicks do. Nutrition ko aur sure karo!’

     

    Commenting on the TVC, Tanurupa Pal, VP and Executive Creative Director, J. Walter Thompson said, “Children develop a natural preference for foods they enjoy the most, so the challenge for a mother is to make healthy choices appealing. This new communication for Horlicks has been designed to ensure that mothers understand that Horlicks has the best of food and science and thus convince them to give their child that second cup of Horlicks in the day.”

     

    The campaign is supported by a 360 degree outreach across print, TV and digital.

     

  • Samayam apps for Android can be downloaded online and can be accessed on the mobile web too

    Times Internet unveils digital news & infotainment brand ‘Samayam’

    By A Correspondent

     

    Times Internet (TIL) unveiled ‘Samayam’ – a news, entertainment and lifestyle content destination available in Tamil, Telugu and Malayalam languages. ‘Samayam’ has been created to bridge the gap between users looking for quality content in their very own languages and trustworthy platforms providing them.

     

    Samayam is available as an android app, on mobile web and also on desktop. With the launch of Samayam, Times Internet’s language offerings are now available across eight languages – Hindi, Tamil, Telugu, Malayalam, Kannada, Gujarati, Marathi and Bangla – in addition to English.

     

    Speaking on the launch, Puneet Gupt, Head of News Business at Times Internet, said: “We are really excited to launch Samayam. Mobile led media landscape is evolving rapidly in India and we hope to become the destination of choice for millions of Indians and Indian diaspora users across languages and platforms.”

     

    Samayam apps for Android can be downloaded online and can be accessed on the mobile web too. Once a user sets a default edition or makes a language choice, subsequent visits to Samayam would directly take the user to his/her default edition.

     

  • The new campaign has stemmed from the observation that when someone owns a Vespa, the ride experience can be amazing

    Vespa to promote new 150cc variant via new campaign

    By A Correspondent

     

    Vespa has announced the launch of their new marketing campaign for its new 150cc range scooter. This advertisement campaign will reinstate the brand’s longstanding position as a timeless icon of Italian lifestyle that transcends trends and fads.

     

    The new campaign has stemmed from the observation that when someone owns a Vespa, the ride experience can be amazing. The new Vespa 150cc enables the sheer power at your disposal to take your city riding experience to next level, that too with style.

     

    The campaign captures the emotion of how a Vespa rider looks at the city when he is with the Vespa. It showcases the transformations of a city with a Vespa aura. This aura is symbolised by the colourful Vespa circle; everything within the aura suddenly looks powerful, stylish and adventurous in contrast to the usual setting outside of the circle. This is an artistic expression of ‘The Vespa Side’ – a powerful, stylish and adventurous side to the city which is represented through the lead model who is a metro-sexual stylish macho man emanating power and style. Transformation of the city when the new 150cc Vespa arrives is represented with the transformation of key elements inside the Vespa circle. Therefore the Poodle becomes a ferocious Rottweiler or a shrub transforms into a carnivorous plant. This symbolic transformation also highlights the new energy and power which the new Vespa range features.

     

    Stefano Pelle, Managing Director, Piaggio India said, “Vespa’s new campaign has been specially crafted for the new Vespa 150cc range. It stems from Vespa’s premium lifestyle positioning, which goes beyond just the category it operates in and presents a way of life. Vespa’s latest campaign lives the experience of a Vespa rider, of how the city becomes vibrant and the journey of a Vespa rider becomes a memorable experience”

     

    Ashish Yakhmi, Head Marketing, Piaggio India 2 Wheelers said, “The Vespa Side”, Vespa 150CC’s new launch campaign aims at breaking the clutter, using an interesting creative hook of transforming the city around Vespa. The campaign is planned to be executed through innovations across above the line and digital media.

     

     

  • XOLO has forged industry-leading partnerships including Intel, NVIDIA and Qualcomm amongst others

    Irrfan Khan appointed brand ambassador for XOLO

    By A Correspondent

     

    LAVA International Limited has announced Bollywood actor Irrfan Khan as brand ambassador for XOLO.

     

    XOLO has been at the forefront of mobile technology since its inception, and has forged industry-leading partnerships including Intel, NVIDIA and Qualcomm amongst others, in order to provide differentiated technology to the new-age, discerning consumers.

     

    Announcing the association with Irrfan Khan, Sunil Raina, Business Head, XOLO said; “We are pleased to announce Irrfan Khan as Brand Ambassador and the face of XOLO brand. Irrfan Khan is an internationally acclaimed actor who has made his mark in both Indian & Hollywood cinema. He makes a perfect fit with our brand values of Passion, Curiosity & Honesty and will be instrumental in communicating the benefits of XOLO to consumers across India.”

     

    Expressing his excitement about his association with the XOLO brand, Bollywood actor Irfan Khan said, “I am excited to represent a forward-looking innovator like XOLO. To me, XOLO spells technology, innovation and evolves with the usage patterns of the consumers. I am looking forward to this association and the next line up of innovative products from XOLO.”

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • The agency pitch was led by TBWA New York, with contributions from their network teams in Brazil, Mexico, U.K, Turkey, Asia, Canada, India and Australia

    GoDaddy appoints TBWA its global marketing agency

    By A Correspondent

     

    GoDaddy has named Omnicom’s TBWA/Chiat/Day New York its first-ever global marketing agency-of-record.

     

    TBWA New York was selected after an extensive review that included in-market meetings with GoDaddy country executives and agency teams in Asia, Europe, and Latin America, as well as the U.S. The agreement marks another advancement in GoDaddy’s global expansion and builds on the company’s move to a more personalized marketing experience for small business owners around the world looking to leverage technology.

     

    GoDaddy Chief Marketing Officer and Executive Vice President of Digital Commerce Phil Bienert, who joined the company in 2013 and stepped into the CMO role last March, led the agency review process. “Each of the agencies we reviewed have a record of creating exceptional marketing programs. TBWA also brings experience with admired technology brands, a depth of knowledge in our key international regions and the massive power of the Omincom network. Those are significant assets, but the key ingredient for us is their understanding of our small business platform which gives us the power to personalize meaningful, data-driven messages to people at precisely the time they need it, no matter where they are in the world,” said Bienert.

     

    The GoDaddy vision is to radically shift the global economy toward small business by empowering people to easily start, confidently grow and successfully run their own ventures. The company serves individuals and businesses of all sizes, but most of its 13 million customers are “very small businesses (VSBs)” with five or fewer employees.

     

    TBWA Worldwide CEO Troy Ruhanen said: “GoDaddy has established a meaningful brand and built an extensive small business data platform with global reach. This means we aren’t marketing to just anyone at random times, but rather we are talking to relevant, potential customers who need GoDaddy’s help to grow their own businesses, whether they are in Bangalore, Rio de Janeiro or San Francisco. Having GoDaddy join our growing roster of international clients is testament to the kind of disruptive thinking our agency delivers, and to the consistency with which it permeates across our network.”

     

    The agency pitch was led by TBWA New York, with contributions from their network teams in Brazil, Mexico, U.K, Turkey, Asia, Canada, India and Australia. The first work will be a global campaign adapted for specific international markets in early 2016. GoDaddy will continue to use its in-house creative and content agency to supplement and support the TBWA work as well.

     

  • Future Group, Shoppers Stop, Puma report double-digit growth in same-store sales despite online discount bonanza

    Shoppers haven’t stopped shopping at brick-and-mortar outlets

     

    By Writankar Mukherjee & Sagar Malviya

     

    Leading brick-and-mortar retailers are seeing double-digit surge in their same-store sales this Diwali season despite top online rivals’ big discount sales last month, signalling a sharp reversal from last year’s trend when physical stores reported subdued demand as ecommerce players wooed away consumers.

     

    Top retailers such as Future Group, Arvind Brands, Shoppers Stop, Vijay Sales, Puma and Max report buoyant demand over the past two weeks. Future Group founder and CEO Kishore Biyani said the country’s largest retailer is set to grow its business 25-30% this Diwali over last as sentiments look positive. “Ecommerce is still a minuscule of the entire market, except a few categories like mobile phones, so there is not any impact on business,” he said.

     

    Some other retailers attributed the rise in demand to fresh merchandise, fewer discounted merchandise of big brands on online portals, and early onset of winter chill in some parts of the country.

     

    “It (online) had a novelty factor that helped last time,” said J Suresh, chief executive at Arvind Lifestyle Brands, which sells brands such as Gap, US Polo, Wrangler and Calvin Klein. “With fewer discounts by ecommerce and new season merchandise offered by physical retailers, we are seeing same-store sales growth of 8-15%,” he said. A year ago, ecommerce giants Flipkart, Amazon and Snapdeal had pursued an aggressive discounting policy during the festive season to gain market share and traffic. This impacted demand in physical stores, even prompting traditional retailers to approach the government over what they said was predatory pricing.

     

    This season, while the ecommerce players got good response to their big sale events, their discounts were mostly limited to select brands such as online exclusive ones, old merchandise and their own labels as they looked to protect margins.

     

    This also signals that ecommerce players and brick-andmortar retailers can coexist in the market, without necessarily harming each other. Historically, Diwali is considered a no-discount period for physical retailers as brands try to cash in on the positive festive season sentiment and fresh merchandise. Physical retailers have not changed this strategy this year despite reporting low same-store sales growth of 5-8% in the last two quarters and their online rivals advancing their sale period.

     

    Govind Shrikhande, managing director at the country’s largest department store chain Shoppers Stop, said the “huge gap” between end of season sales in August and Diwali has also helped the surge in demand. “There was a pentup demand which is reflecting in a higher double-digit growth since last month after a dull September,” he said. “We aren’t seeing a huge surge in footfalls which indicates higher billing size or better conversion at stores,” Shrikhande added.

     

    A survey by global research firm Ipsos suggested that nearly 81% consumers would buy from offline stores during festive season and not from online companies even as they were holding up purchases in anticipation of discounts.

    The festive season peaks between Durga Puja and Diwali with Karva Chauth and Bhai Dhuj coming in between. The period — which is also when the salaried get their bonuses — traditionally marks an upsurge in consumer spending, accounting for at least a third of sales for big brands. “Money is never an issue for consumers during Diwali,” said Nilesh Gupta, MD at electronics retail chain Vijay Sales. “Our sense is either there is a revival in consumer sentiment or they are hopeful that things could get positive soon at the macro level.” Vijay Sales, he said, is seeing a growth of over 20% this season, its highest in the last three years.

    Industry insiders said big marketers such as LG, Apple and Panasonic started their festive promotions much earlier than usual this year to ensure the offline trade is not hit hard by online discounts. K Krishna Pawan, executive director at cellphone retail chains BigC Mobiles and Lot Mobile, said sales in their 225-odd stores have not been impacted by online discount sales because there was hardly any online deals on mainline smartphone brands and current models.

    Puma India managing director Abhishek Ganguly said the sports shoes and activity wear brand has so far grown samestore growth by 13% this Diwali season over last, with sales in East India during Durga Puja growing 25%, with winter apparel driving growth.

    Meanwhile, ecommerce majors have started consolidating their business, having significantly increased the number of vendors and product categories on their platforms and with more and more people taking to online shopping through mobile apps, which has helped expand the overall market.

    Max Retail executive director Vasanth Kumar said consumers’ wallet size may be getting thinner due to some shopping online, but it is getting compensated by newer customers and a positive sentiment all around. Max has grown same-store sales by 15% over the last festive season and its average billing value has increased 10% over last Diwali. Industry estimates suggest that ecommerce companies will spend Rs 2,000 crore this year on marketing and offering discounts to consumers during the festive season.

     

     

    Source:The Economic Times

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

    Licensed to republish

     

  • Features India’s most celebrated Chef and Tata Sampann Brand Ambassador, Chef Sanjeev Kapoor

    Tata Sampann Spices rolls out its first TV campaign

    By A Correspondent

     

    With an aim to recreate the authentic taste and aroma of Indian food, Tata Sampann Spices was launched on the 15th of October in Delhi and will roll-out in a phase-wise manner across India. Uniquely developed with pure, fresh, and authentic ingredients sourced from the best varieties of the best of farms have been formulated by renowned Chef Sanjeev Kapoor. Comprising of 10 masalas, the offering is primarily divided into single ingredient pure spices used in everyday household such as chilli powder, turmeric powder, coriander powder and blended mixes such as garam masala, meat masala etc. The spices have been specially created to help Indian home makers make wholesome daily food more nutritious and tasty, making every meal a delightful experience. From Farm to Fork, Tata Sampann products retain the natural goodness of produce, thus helping the homemaker enrich everyday meals with extra nutrition and extra joy, thereby, delivering the highest quality and superior sensorial. The new communication campaign ‘Goodness Ki Shuruaat’ is aimed at educating consumers about this focus as well as the benefits of its offerings.

     

    The TVC for Tata Sampann Spices has been conceptualised by Leo Burnett Mumbai, and brings forth the origin story of the spices. Just as a home maker cooks meals for her family with a lot of love, Tata Sampann packs each pack with utmost love. The TVC shows the manifestation of this love by encapsulating how the brand selects the best farms and chooses the best spices to ensure each pack contains only the best. The intention of the TVC is to invoke the joy of cooking in every home maker through dramatic shots of the farms, chopping of vegetables, crushing of spices and ending with the delight of the family around the table.

     

  • The mixology of colours in the Purplle logo signifies the diversity of women the brand caters to

    Purplle unveils new brand campaign

    By A Correspondent

     

    India’s leading online beauty store Purplle.com celebrating feminity in its myriad hues is a way of life. The mixology of colours in the Purplle logo is not only symbolic of a range of emotions from a rosy blush to a flirtatious pink to a feisty purple, but also signifies the diversity of women the brand caters to.

     

    According to Manish Taneja, CEO & Co-founder of Purplle.com, “Our brand finds beauty in every woman regardless of her looks, size, shape or colour, and strives to help her in her beauty endeavours. For, when you feel beautiful, you feel confident and ready to live a fuller life. And who better than your closest friend can assure you of that?”

     

    Explaining the idea behind the bold campaign, Rajiv R. Menon, Chief Creative Officer, Tempus said, “Purplle.com is the BFF (Beauty Friend Forever) that the Indian woman never had. A go-to beauty friend and advisor who is always there to help you no matter what time it is or where you are. To walk this BFF commitment, we created an ad campaign that turns traditions and taboos on its heads, urging Indians to think beyond the largely accepted ideals of womanhood. The first ad, Karva Chauth Ver.2 encouraging gender equality in a marital relationship, was revealed this Sunday. This ad gives hubbies a chance to actually demonstrate their belief in this fundamental right to their wives.”

     

    Rahul Dash, COO of Purplle.com adds, “At Purplle, we believe in empowering women in little ways to find their own unique voice. Our vast repository of products, solutions and expert advice are completely at their disposal. Our campaign reflects this brand ethos and we are sure it will find a reverberation with all the awesome women out there!”