MxMIndia

Category: MARKETING

  • The takeway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family

    ‘We are family’, says Bajaj in new brand campaign

    By A Correspondent

     

    After winning the creative duties of the entire Bajaj Electricals account, Onads has devised a new brand film for Bajaj Electricals.

     

    Speaking on the thought behind the new campaign, Jignesh Maniar, Founder, Onads Communications said, “It’s only when the house has fans, lights, mixers, irons, cookers and other appliances does the house become a home. The vast Bajaj Electricals range of appliances has been a part of the Indian familes and home for the past 75 years and we are nothing less than family. This was the genesis of the new campaign thought ‘We are family’.”

     

    The film captures the core thought in a very endearing way. It starts with the husband waking up on the sound of alarm clock and rushes to wake his children. While the boy goes to have a bath in hot water the little girl rushes to get clothes ironed. The husband in the meantime starts getting the breakfast ready. The viewers are kept guessing as to what is happening. Just when the wife enters the kitchen is the suspense revealed when the husband says that 9 years ago she had sacrificed her career for the family and today is her first day with her new job. The gratitude of the family is perfectly captured by son holding his freshly ironed dress who says that this is their return gift.

     

    The Bajaj range of products are beautifully woven into this entire story. The products come alive through human characters who represent the Bajaj products and help the husband and children to create this special moment. The takeway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family.

     

    Adds Beena Koshy – Vice President & Head – Advertising & Brand Development, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers,  ‘We are family’. Also earlier the adage was that behind every successful man was a woman. But in today’s modern age it is behind every successful woman there is a family. This film beautifully captures this insight.”

     

  • The objective of the communication was to bring out the completeness of the IIFL Markets App for a trader/stock markets enthusiast

    India Infoline unveils new campaign – IIFL Markets

    By A Correspondent

     

    India Infoline Ltd has launched a new TVC as well as print campaign for their stock trading application “IIFL Markets” version 2.0, the most advanced mobile application in the financial markets space in India.

     

    The objective of the communication was to bring out the completeness of the IIFL Markets App for a trader/stock markets enthusiast. All the sources of information that this profile needs – live business TV, business newspapers, research and annual reports, etc. as well as a computer for actually trading are all taken of in this app. Basically the app is ‘all you need to trade like an expert’.

     

    The TVC shows an engrossed and then delighted IIFL Markets App user who realizes that all that he needs to know about and trade in the stock market is now available on his mobile phone. All his trading and content needs from computer, TV and research reports and other content from desk are all now swept and shrunk into his mobile phone. This is the basis for the tagline “Honey, I shrunk the market!”

     

    “Everything that he needs to trade is now in the palm of his hand and buying and selling is all about just swiping the screen of his mobile phone” says Arun Malkani, Chief Marketing Officer at IIFL.

     

    One can buy/sell, trade in stocks, commodities, currencies and F&O, all on one’s mobile phone with just a click. Besides one can also track one’s portfolio, view live prices as well as receive expert stock tips and advice.

     

    The app is available on mobile – Android, iOS and windows platform. It has been getting rave reviews on various platforms and has had over 400000 downloads to date and IIFL expects 1 million downloads by end of 2015.

     

    The campaign has been conceptualised by the IIFL Team and executed through Hotstuff Advertising and Yellow Submarine Films.

     

  • Enhances association with sports and high performance

    Volini announces Sania Mirza and Sunil Chhetri as brand ambassadors

    By A Correspondent

     

    Volini announced its association with tennis champion, Sania Mirza and captain of Indian football team, Sunil Chhetri as its brand ambassadors. Bringing the two sports icons on board further enhances the association of brand Volini with sports and high performance.

     

    The two personalities also unveiled the brand’s latest offering Volini Spray with 360 degree technology. Furthering its ethos of innovation, Volini now offers a 360 degree spray which enables the can to produce uniform spray pattern for optimal coverage. This enables consumers to reach out to hard-to-reach areas without external assistance at every angle and provides effective relief.

     

    Speaking at the launch, Subodh Marwah, VP and Head, Global Consumer Healthcare, Sun Pharma said, “Pain hampers performance and adversely affects personal and social lives. As the market leader of the spray segment in pain relief category, we are continuously working towards bringing innovative solutions for our consumers. During research we learnt that when pain occurs in hard to reach areas, the spray can be inverted causing loss of medical formulation by upto 40 per cent resulting in less relief from pain. Through our latest offering, Volini Spray with 360 technology we are addressing this problem, by providing more effective relief at every angle. I’m extremely delighted to have on board Sania Mirza and Sunil Chhetri, two champions who echo our vision of improving performance and going the extra mile.”

     

    Sania and Sunil’s appointment will be supported with an advertising campaign that will go on air soon. In addition to this, the brand will also run an integrated marketing campaign that includes interesting Point of Sale collaterals, innovative outdoor promotion and media support to give this launch a 360 degree impact.

     

  • Chivas has signed up Farhan Akhtar, multitalented Bollywood actor, producer and director, as the brand ambassador for this campaign

    Chivas Regal unveils India brand campaign with Farhan Akhtar

    By A Correspondent

     

    Chivas Regal announced the launch of its new, India specific brand communication themed on the brand tagline ‘Live with Chivalry’, with ‘Win the Right Way’ as the latest expression. Chivas has signed up Farhan Akhtar, multitalented Bollywood actor, producer and director, as the brand ambassador for this campaign.

     

    Win the Right Way communicates Chivas Regal’s brand values, and aims to inspire a new generation to achieve success whilst making a positive impact on the lives of others. It also stands true to the brand’s philosophy of “succeed as gentlemen”- how success is beyond material gains and is about enriching lives of others. It emphasizes that true success lies less in its clichéd symbolism and more in its impact on the world.

     

    Speaking on the association, Kartik Mohindra, Business Head – International brands, Pernod Ricard India, said “We are very excited to launch the new India centric Chivas campaign that is aimed to provoke the desire of the new generation to make a difference and take people along in their journey of success. For the campaign we have brought on board Farhan Akhtar as the brand ambassador for Chivas. Farhan truly embodies the brand values and philosophy as he is not just a successful individual but he has steered numerous social initiatives to make a difference in society.”

     

    On becoming the new brand ambassador, Farhan Akhtar stated, it’s very important for him to find synergies with his brand associations and he truly believes that it’s difficult for success to be just a single person’s journey and it’s important to respect and recognize the contribution of people across the board.

     

    The new 360 degree marketing and advertising campaign will be integrated across electronic, print and digital media on November 05, 2015.

     

  • This will be a long-term partnership for endorsing Tata Motors range of passenger vehicles, globally

    Tata Motors leans on ‘Messi’ magic for its Passenger Vehicles biz

    By A Correspondent

     

    After an exciting year of aggressive and highly engaging marketing campaigns for its new generation products like Zest, Bolt and GenX Nano, Tata Motors is all set to make huge strides in marketing its new product line-up, inspired by its Horizonext strategy. The Company has signed-up the football player star, 4 consecutive times Best Player of the World, Lionel Messi, in a long-term association as it global brand ambassador to promote and endorse its passenger vehicles, globally. To start with, Tata Motors will first roll-out the association campaign, #madeofgreat, starring Lionel Messi.

     

    This is the first time ever that the Passenger Vehicle Business will be undertaking an overall brand association campaign with a brand ambassador. The campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence’ & ‘Self Belief’ which is epitomized by the confluence of two global brands- Tata Motors and Lionel Messi. The core idea of this campaign – Made of Great emerges from the inspiring thought of ‘What drives us from within is what makes us great’. The Company will also soon launch an exclusive, limited edition merchandising range of this association.

     

    Announcing the association, Mayank Pareek, President, Passenger Vehicle Business Unit, said, “We are very excited to have Lionel Messi on board. He is talent galore with conviction & is an icon for today’s youth. Watching him play football is magical. His determination on the field is awe-inspiring. He is a winner who is trustworthy, reliable, pioneering, simple and driven by self-belief, which is the core idea of this campaign – ‘What drives us from within is what makes us great.’ Tata Motors is driven by design, technology and strives towards excellence. Through this powerful campaign we will communicate the values & ethos of the passenger vehicle business. As we look to expand our footprint across the globe, Messi’s unique ability to appeal globally, transcending geographies, makes him ideal person to represent our brand, internationally. This is the first campaign in the series and many more will unfold as we move on in this long-term association. We hope our customers like this new campaign and we look forward to their continued support.”

     

    This campaign has been conceptualized by Tata Motors and Soho Square Advertising & Marketing Communications. The creative agency team lead by Kunal Jeswani, Anuraag Khandelwal and Satish deSa has spent over five months on the making of this campaign. It has been directed by Daniel Ben Mayor and filmed by team of international experts in Barcelona. Tata Motors has used the best graphic expert, Ambassador to bring alive the visual experience. Wizcraft is bringing this campaign alive on-ground, while DigitasLBi and SMG Convonix are seeding it across the digital platform, with Lodestar UM spearheading the media strategy.

     

  • The brand initiates on-ground engagement on the importance of buying quality branded products

    Fastrack raises awareness about the counterfeit market

    By A Correspondent

     

    Youth brand Fastrack has taken a quirky and wild approach to raise awareness about the issue of counterfeiting at a consumer level via engagement by unveiling a new campaign. Fastrack has rolled out the #DontFakeWithMe consumer engagement campaign, sending out a message to all those consumers who carry fake products, with a focus on Fastrack bags. To drive the point home, the brand has decided to give some fake bags what they really deserve, capture it on video and roll it out as a sweet little precursor to a larger on ground and digital campaign. Fastrack has set up a Destruction Room in two locations in Bangalore, where just about anyone can dish out some tough love to a fraud, and walk home with an original Fastrack product.

     

    Sharing her thoughts on the campaign, Suparna Mitra, CMO – Watches & Accessories Division, Titan Company Limited says, “Fastrack, being the irreverent brand it is, always approaches things in a fresh and interesting manner. In an attempt to raise awareness amongst its consumers about choosing to buy authentic and quality products over counterfeits, the brand is proud to present its latest campaign – #DontFakeWithMe. With both online and on-ground components involved in the campaign, Fastrack invites its audience to use weapons and destroy fake bags in a fun, quirky and engaging manner. We look forward to engaging with our audience in a truly unique format while bringing to life the ethos of what runs in this brand’s DNA.”

     

    A three day pilot of the on ground campaign went live in Bangalore from 6th November, 2015 and will be taken across the country in the coming months. The brand set up Destruction Rooms in two locations, where they invited consumers to use weapons and destroy fake Fastrack bags in a quirky manner. The Destruction Rooms are set up in an exclusive Fastrack Store on CMH Road and in Garuda Mall.

     

  • Hansa Cequity will work as a Business Level Partner of Adobe to provide digital marketing solutions and integrated technologies to its pan-India customers

    Hansa Cequity joins Adobe Solution Partner Program

    By A Correspondent

     

    Hansa Cequity has announced it has joined the Adobe Solution Partner Program as a Business Level Partner. This will allow Hansa Cequity to work more closely with Adobe to provide digital marketing solutions and integrated technologies to its pan-India customers.

     

    Hansa Cequity will use Adobe Marketing Cloud solutions such as Adobe Audience Manager (a data management platform), Adobe Analytics (a leading marketing analytics solution), Adobe Campaign (for multi-channel campaign management), to provide integrated customer marketing solutions to its clients in retail, automotive, banking and travel and hospitality domains. In strengthening its relationship with Adobe, Hansa Cequity will receive greater levels of support from Adobe and in turn be able to pass that along to its clients.

     

    “Hansa Cequity is excited to build our relationship with Adobe, and in signing this enterprise agreement, we will have a great Digital Technology partner in Adobe as we continue to expand as a full service Customer Experience Management Company,” said S Swaminathan, CEO and Co-Founder, Hansa Cequity.

     

    “With customer centricity gradually becoming an integral part of organisational thinking, marketers are looking to partner who can provide integrated services for enhancing their customer’s experience. And that is what we aim to achieve with this partnership,” added, Ajay Kelkar, COO and Co-Founder, Hansa Cequity.

     

    Commenting on the partnership Umang Bedi, MD – South Asia, Adobe Systems said, “Hansa Cequity has been one of the pioneers of data-driven marketing in India. This partnership will enable customers to act on the insights to deliver differentiated customer experiences in this rapidly changing digital world.”

     

    The Adobe Solution Partner Program is designed to create a successful relationship between Adobe and digital marketing companies to help build customer experience solutions and facilitate exchange of resources and support.

     

  • Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping

    Oreo unveils TVC highlighting new limited edition flavor

    By A Correspondent

     

    Mondelez India Foods Pvt. Ltd has launched a new television commercial for its recently launched limited edition flavor, Oreo Roast Almond Crème.

     

    Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping. While the sister is interested in choosing the right lantern, the brother just wants to get back home……when he ‘discovers’ the new Oreo Roast Almond Crème.

     

    Chella Pandyan, Associate Director, Marketing, Biscuits, India and Kids Fuel, AP shared, “This festive season, we are delighted to present to our consumers a special offering to make the season even more special for them… the new Oreo Roast Almond Crème limited edition. The new TVC is built on a simple insight around togetherness amongst siblings while unveiling the new limited edition flavor. It is a warm and lighthearted TVC that I believe everyone would connect with.”

     

    Commenting on this new TVC, Joe Thaliath, COO, Interface Communications, said, “Across the world, innovative limited edition Oreo flavors are sought after, and with festivities around the corner, we took the opportunity to bring this concept to India. The new limited edition Oreo Roast Almond Crème makes for the perfect treat and drives the brand further.”

     

    Robby Mathew, Chief Creative Officer of Interface Communications, added, “Oreo is all about family and the bonds that keep it together. This story explores the finer nuances of the relationship between a domineering elder sister and her submissive brother.”

     

  • Over four weeks, this course helps professionals develop skills around creating a narrative, communicating a brand by telling stories, engaging an audience and amplifying a message through digital media

    D&AD teams up with content partners to launch storytelling course on digital

    By A Correspondent

     

    On 16 November, design and advertising non-profit D&AD, with the support of Creative Skillset, will launch a free online course for professionals who manage brands across the creative industries and beyond, examining a fundamental challenge of all marketing and communications: how do you engage your audiences through story?

     

    Just as Christmas adverts start to hit our screens, the ‘Brand Storytelling: How to Use Narrative to Sell’ course will explore the power of storytelling in creating brand success. Over four weeks, this course helps professionals develop skills around creating a narrative, communicating a brand by telling stories, engaging an audience and amplifying a message through digital media.

     

    The course, hosted by FutureLearn features input from key creatives behind some of the biggest brand campaigns in the business, such as Peter Souter, Chief Creative Officer at TBWA London, Jon Kallus, Creative Director at Grey London and Al MacCuish, Chief Creative Officer at Sunshine. They share practical advice about how to create compelling stories that sell products, brands and values.

     

    During the course, theory and practical tasks will be supported using examples from D&AD’s extensive archive of award-winning creative work. You’ll also have the opportunity to work on a live brief throughout the course, with a cash prize and industry mentoring available for the winning project.

     

    Paul Drake, Foundation Director at D&AD commented: “A core objective of the D&AD Foundation is to remove obstacles that prevent people flourishing in design and advertising. We know that access to learning is key to achieving this aim. It is therefore really exciting that with the support of Creative SkillSet and a host of industry legends we have been able to produce D&AD’s first free online training course, accessible to all regardless of location or background. We hope that this exploration into storytelling enables us to close the skills gap and helps more people discover and exploit the power of story.”

     

  • Veteran brand consultant Harish Bijoor believes Maggin can make a great comeback and offers reasons why it will

    Can Maggi make a Thumping Comeback?

     

    By Harish Bijoor

     

    So Maggi is back. For those who ask ‘what the #@*& is Maggi?’, this is India’s most darling brand of instant noodles that has made contemporary marketing history, not only by notching up a humongous turnover in hard-earned Indian rupees from middle-class Indian homes, but by also going through a recent trial-by-fire of its own, thanks to an over-zealous food regulator. Maggi is now out of the frying pan, but is it in the fire? Is the Maggi comeback going to be easy? Will Maggi really regain its lost glory?

     

    I do believe it will. In fact, in the case of Maggi I just have no doubt at all. Here are three compelling reasons why.

    1. The Brand Angle: Maggi has emerged from the tumult stronger. The six days of trial-by-media that the brand went through, gave Maggi top-of-the-mind, top-of-the-mouth, top-of-the-psyche, top of everything recall. Those six days made the brand the talk of the town and village alike; never mind the fact that this was mostly negative publicity, these six days had the nation breathing fire over a Nestle brand. This has bestowed Maggi top-of-the-mind status for days and months to come. Maggi went through all the paces of check and counter-check, and emerged a winner. When the brand returns, it is sure to regain its glory. Later than sooner. Awareness is it!

     

    2. The Retail Angle: Maggi vacated valuable shelf space from an alleged six million-plus outlets in the country during its two-month ban. This might well have been India’s single largest brand-recall exercise. This vacation meant that retail counters across the country lost valuable contributions that the brand made to retailer turnovers and incomes. Retailers scurried around to fill vacated shelves with alternatives, which just did not match up and retailers realised that nothing can really replace Maggi. Now, they are waiting to stock up once again on a brand that gives them effortless offtake, and consequently effortless and assured profits. Money talks with retailers.

     

    3. The Consumer Angle: Consumers love Maggi. This is a brand that is both prescriptive and proscriptive. Mothers prescribe the brand for their kids, and the kids love the taste prescribed. There has been a vacuum. Kids are tired of waiting [for Maggi to return] and harassed mothers, looking for alternatives. The kids are tired of the sandwiches and are looking to get back to the good old funky noodle. Yet another thing to remember is that the consumer is convinced that Maggi did no wrong. Maggi has gone ahead to reinforce that in its communication, and in the stance it has taken not to change packaging colour and graphics. Consumers seem to believe that Maggi is the wronged party. That’s good for Maggi; consumers always root for the underdog and the wronged. In this case, that is Maggi.

     

    Harish Bijoor is a well-known brand expert and founder of Harish Bijoor Consults. This article first appeared in dna of brands dated November 16, 2015

     

  • … followed by Cadbury, Google, Britannia, LIC, Microsoft, Intel, HP, Parle and Samsung in Havas Media study

    Amul is India’s Most Meaningful Brand

     

    By A Correspondent

     

    Amul has emerged as India’s Most Meaningful Brand as per the Havas Media ‘Meaningful Brands’ study announced today. This is the study’s sixth edition globally and for the third year in India.

     

    In India, ‘food’ is one of the most meaningful sectors, according to the study, attaining strong attachment and trust. Food brands are especially meaningful for making our daily lives better with their rational benefits of savings, convenience, health and better nutritional habits. Local brands like Amul take the lead with multinational corporations like Cadbury who introduce local brands to resonate with consumer context and tastes, locally, according to a communique.

     

    The Top 10 Meaningful Brands 2015 are as follows:

    India: Amul, Cadbury, Google, Britannia, Life Insurance Corporation (LIC), Microsoft, Intel, HP, Parle, Samsung

     

    Global: Samsung, Google, Nestlé, Bimbo, Sony, Microsoft, Nivea, Visa, IKEA, Intel.

     

    The findings note that Indians have the highest attachment towards Life Insurance Corporation of India (LIC), the state-owned insurance group. Interestingly, 86% of people would care if LIC disappeared tomorrow (globally most people do not care if 74% of brands disappeared the next day).

     

    Meaningful Brands, Havas’ metric of brand strength, tracks 1000 brands and 300,000 people over 34 countries, across 12 industries. The India leg, its most extensive yet, covered 100 brands, 13000 people, 11 sectors, across the country. The research covers all aspects of people’s lives, including the impact on collective wellbeing (the role brands play in our communities and the communities one care about), in personal wellbeing (self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness) and marketplace factors, which relate to product performance such as quality and price.

     

    Further, Asia Pacific stands out as one of the best relationships between consumers and brands from across the globe. According to the study, in India, brands have a high level of meaningfulness and are seen as providers of personal and collective wellbeing. They are viewed as much more than functional products. Brands here are also seen to be meeting consumers’ expectations more than in any other region. Sample this: 75% of Indians believe brands should play a role in improving our quality of life and wellbeing; the Asia Pacific the average being 69% and the globally average 67%. More than half i.e. 67% of Indian’s feel that brands are working hard at improving our quality of life and wellbeing, compared to an Asia Pacific average of 55% and Global average of 38%.

     

    The study found that for every 10% increase in meaningfulness, a brand can increase its purchase intent by 6.6%, repurchase by 3.2% and price premiums by 10.4%, statistically demonstrating that a brand’s

     

    Speaking about the study, Anita Nayyar, CEO, Havas Media India & South Asia, explained:  “This is our largest India study to date in size and scope. Marketers will be encouraged to know that India once again stands out as the No.1 country, globally, where consumers have the closest relationship with brands. India is also the most ‘grateful’ country, rewarding meaningful brands, in business terms. We are seeing that in a developing economy like India, unlike the West and more developed economies, people are more trusting of brands. People here believe brands can play a meaningful role in their lives and that brands are working hard towards improving our quality of life and wellbeing. This creates tremendous opportunities for brands in India to communicate and connect with their customers, in our organic world – which is at the core of the Meaningful Brands Project.”

     

    Added Mohit Joshi, Managing Director, Havas Media Group India: “People in India are happy to have brands as partners and as enablers to help them improve their quality of life and wellbeing. While in the West there is a high commoditisation of brands, people in India,have ‘high expectations’ and ‘reward’ those brands that contribute to their wellbeing – this is the second time in a row that LIC has scored as the brand with the highest attachment. The study throws open exciting possibilities for marketers and brands to interact with their customers.”

     

  • The objective is to enhance brand relevance with the younger audience to be able to drive the next phase of growth for Celerio

    Dentsu creates new campaign for Maruti Suzuki Celerio

    By A Correspondent

     

    Taking cues from the brand positioning ‘Life takes a leap’, Maruti Suzuki Celerio has launched a new campaign ‘Aajkezamaneyki leap’ that celebrates the progressive mindset of the many owners of Celerio and highlights how Celerio is a progressive car.

     

    The objectiveisto enhance brand relevance with the younger audience to be able to drive the next phase of growth for Celerio.

     

    With a strong product connect and India’s first Auto Gear Shift, Maruti Suzuki Celerio has successfully met its brand promise of ‘Life takes a leap’. Moving forward, it becomes imperative to create brand differentiation and strengthen the brand connect. The approach was to revisit the positioning ‘Life takes a leap’ itself in order to explore different ways in which ‘progressive’ could be interpreted. Different aspects of progressiveness were explored to be able to identify progression which best describes a leap in mindset.

     

    The core idea behind the films was to communicate the brand message in a way that the audience could relate to.  Hence, the essence of all the three 30 second films is the same, and uses every day scenarios to establish the progressive mindset of the Celerio owner. In the Lesson film, it is the wife who is tutoring her husband on how to use the Auto Gear Shift. The Cricket film, a special film developed for the sports season showcases how a young girl defeats her twin brother in a game of cricket. The third film in the series has been developed especially for the Southern region and is built around an unusual family where the parents are seen partying till late while a young couple is waiting for them outside. All the films in the series help to establish the thought that Maruti Suzuki Celerio helps you take a modern day leap.

     

    R S Kalsi

    R S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India said, “Celerio has been a game changer for Maruti Suzuki. With its unmatched style, best-in-class cabin space, exciting gizmos, best- in-class mileagecoupled with the revolutionary Auto Gear Shift,Celerio lives up to its brand promise of ‘Life takes a leap’ in the life of the consumer. From the first to launch the AGS (Automatic Gear Shift) andsuper-compact diesel engine technology in passenger cars, it has been creating a delight for the progressive Indian. With this we propose to strengthen brand Celerio’sconnect with younger audiences.”

     

    Sumitra Sengupta, Executive Creative Director:“We wanted our Celerio owners to exemplify real people taking small leaps in thought, action and tolerance every day and all that – in a light-hearted manner. That’s what the entire creative team set out to do and achieved it without being preachy!”