MxMIndia

Category: MARKETING

  • Every year, The Doctor's birthday is celebrated as TARDIS Day named after his Time Machine/Spacecraft and is one of the biggest events of the year for every Whovian

    Havas powers FX India’s Doctor Who celebrations

    By A Correspondent

     

    FX India partnered with Havas Media India to engage Doctor Who audiences in India through November in an attempt to make Nov 23 a memorable day in their lives!

     

    Doctor Who, the world’s longest running sci-fi show which premiered on BBC, November 23, 1963 has Whovians (fans), across the globe. Every year, The Doctor’s birthday is celebrated as TARDIS Day named after his Time Machine/Spacecraft and is one of the biggest events of the year for every Whovian.

     

    The ball was set rolling by informing active fan clubs on Facebook that something big was coming their way. Keeping true to the show’s legacy they were informed of a chance of being a part of the next best thing to a ‘Companion’, a Doctor Who sidekick. This was done on Twitter as well.

     

    The celebrations saw #TARDISdayOnFXgather over 21.5 million impressions with over 7,000 tweets from 400+ contributors. As a special treat for the fans, TARDIS day wishes from The Doctor was shared via a video link https://www.facebook.com/FXIndia/videos/vb.117763098286699/1278489708880693/?type=2&theater

     

    While this was happening on digital, on-air#TARDISdayOnFXwas celebrated by airing The Doctor Series9 marathon.

     

  • On the NSE alone, the turnover of mobile transactions has increased by 130 per cent over the past year, from Rs 50,800 crore to Rs 116,186 crore

    The ‘Man from Motilal Oswal’ emerges again with a new preachy campaign

    By A Correspondent

     

    In recent months, India has emerged as the world’s fastest growing market for mobile trading. On the NSE alone, the turnover of mobile transactions has increased by 130 per cent over the past year, from Rs 50,800 crore to Rs 116,186 crore.

     

    It is estimated that the number of people trading and investing in equity market through the mobile platform is likely to garner about 15-16 per cent of the total trade done on the stock exchanges in the next three years.

     

    To highlight this transition, Motilal Oswal Financial Services Ltd has unveiled a new campaign using the character from their popular ‘The Man from Motilal Oswal’ (MFMO) series. While the earlier commercials had the lead character portray a slightly serious role; giving advice to investors, in the new ad he has a relaxed demeneaour and helps clients use the Motilal Oswal Mobile Trading App to the best of its capabilities.

     

    Moving away from the template of the earlier ads which had a feel of a film trailer, the new ad packs in subtle humour derived out of the situations portrayed in the film. The screenplay of the film is also intriguing. The lead protagonist appears in unusual manner in every situation and helps his clients only for one to realize that he actually resides in the App. And that revelation happens with a punch when one of the characters in the end, innocently asks – ‘Button dabane se aap aajate hain’ and MFMO cheekily replies ‘App ki Kasam’. Overall, the film  make its point in an interesting manner.

     

  • Hatchbacks most preferred vehicles amongst Indian buyers; Maruti and Hyundai occupy top slot

    CarDekho report highlights interesting car buying trends

    By A Correspondent

     

    Leading online automobile marketplace CarDekho recently made public its report on online search patterns of the Indian consumers compared to actual in-market sales of cars during the festive season. The report, which is based on CarDekho’s platform traffic as well as Society of Indian Automobile Manufacturers (SIAM) data, focused on various car categories such as hatchback, MUV, Sedan, SUV and Compact SUV/MUV to present a comprehensive statistical picture of the user consideration versus actual demand.

     

    According to the report, Hatchbacks were the most preferred customer choice, figuring in consideration sets for nearly 47 percent consumer with their actual demand clocking in 48 percent of the overall figure. The sedan category also saw consideration (26 per cent) and demand (25 per cent) nearly at par with one another. Maruti and Hyundai occupied the top slots in the Hatchback as well as the Sedan segment, with Honda also marking prominent presence in the latter category.

     

    Compact SUV/MUV section saw a high consideration percentage (17 per cent) due to the buzz effect surrounding the new category launch. However, the actual demand for the segment was only 10 percent, which could be attributed to the relative unfamiliarity of the Indian public with the category. MUVs, on the other hand, resulted in a much higher actual demand (12 per cent) than consideration, which stood at a mere two percent.

     

    Speaking on the announcement, LK Gupta, CMO, GirnarSoft, commented, “The October-November festive season is a time when Indian consumers wield their financial clout to buy things that they have shortlisted over the year. As such, this report provides a valuable insight into the shopping trends during this busy period. These insights will help car manufacturers to better understand the dynamics of consideration sets that buyers go into the market with, and how they change through the purchase process. The report also helps us as an auto portal to improve upon our existing services and shape our product offerings to be more in sync with the consumer preferences.”

     

  • These appointments are a significant step towards building Madhouse's vision of being a data driven mobile marketing company

    Madhouse announces new senior appointments

    By A Correspondent

     

    Leading mobile marketing solution provider, Madhouse India, recently announced the appointment of Vishal Agarwal as the Head of Product and Platform and Akila Jayaraman as the Head of Performance Business. These appointments are a significant step towards building Madhouse’s vision of being a data driven mobile marketing company.

     

    Vishal Agarwal

    Vishal Agarwal, who joins the team as Head of Product and Platforms will be responsible for creating new products and platforms focusing on assisting brands in sales awareness and engagement; and also creating brand reach opportunities through technology partnerships. Vishal comes with over a decade of experience in IT, research and product development; he moves to Madhouse India from IMRB International where he lead the Digital Business. Vishal has also worked in the past with Sapient and Patni computers in the US.

     

    Akila Jayaraman

    Akila Jayaraman, has been associated with the mobile industry for over a decade and will now be heading the mobile performance marketing business unit at Madhouse India. As a part of her new role, she will help lead and expand the business across various e-commerce, BFSI and other mobile-first companies for all mobile performance marketing activations. Prior to this, Akila was the Business Development Head for Bharti Airtel at Mahindra Comviva.  In her earlier roles, Akila has handled multiple portfolios in consumer research, consulting and mobile technology sales and has also been a research analyst with Ericsson for their mobile domain.

     

    Speaking on the team expansion at Madhouse, Milind Pathak, COO, Madhouse South Asia, said “We are happy to have Akila and Vishal on board.  Both of them have a great understanding of the mobile ecosystem and bring with them with years of experience and industry knowledge. While Akila’s key area of focus will be growing the performance business, Vishal’s focus will be on expanding the product profile for us. We welcome them to the team and look forward to them joining us in setting new milestones for Madhouse India and creating products and solutions so that ‘we make brands love mobile’.”

     

  • It has created a logo that not only signifies movement and their innovative, creative, fun and bold spirit but also stand out as a perfect amalgamation of the properties put together

    Kinetic unveils new identity

    By A Correspondent

     

    Kinetic, the Out of Home specialist has decided to get quirky and stay connected to numerous client ideologies and millions of consumers in the outdoor space. It has created a logo that not only signifies movement and their innovative, creative, fun and bold spirit but also stand out as a perfect amalgamation of the properties put together.

     

    The new logo is designed on geometric patterns, symmetry and directional alignments formed with 3 forces of nature: Earth – Water – Air. The three forces put together create the ‘Kinetic energy’ and convert into ‘Moving Gears’. With this thought, the new Kinetic Logo in the form of gears not only portray Kinetic’s movement, but also convey the idea of connecting with each other.

     

    Similarly the 3 colors, Green – Turquoise – Pink symbolizes 5 pillars of Kinetic – Agile, Focused, Innovative, Passionate and Responsible. Kinetic connects consumers and brands in this increasingly interconnected world. The redesign is also a timely and effective symbol of our new programmatic offering.

     

  • The company recently hired actor Hema Malini to endorse its biscuit brand

    Baba Ramdev’s Patanjali sets aside more than Rs 300cr for ads and promotion

    By Shambhavi Anand

     

    Yoga guru Baba Ramdev’s consumer goods company Patanjali was the third most advertised brand on television in India during the last week of November, behind Cadbury and Fair & Lovely.

     

    Patanjali’s TV commercials were telecast 12,969 times during November 21-27, according to data released by the Broadcast Audience Research Council (BARC) India, a joint industry body set up in 2012 by broadcasters, advertisers and advertising agencies to measure television audience.

     

    “There is a definite shift in gear (on Patanjali’s part) to make themselves more visible,” said Vandana Das, president DDB Mudra (north), an agency that handles advertising for Patanjali’s key products – noodles and ghee. “They take up some key products and go for full blast advertising depending on the demand and supply situation,” she said.

     

    According to media and advertising experts, the Rs 2,000 crore Patanjali Ayurved has set aside more than Rs 300 crore for advertising and promotion, and is set to step up its publicity campaign further. The company recently hired actor Hema Malini to endorse its biscuit brand.

     

    Cadbury, owned by Mondelez, has consistently been on top since the week starting October 10 with insertions – number of times a TV commercial is telecast on different channels across the country – ranging from 31,052 to 46,872 in different weeks. While e-commerce companies Flipkart, Amazon and Snapdeal followed the chocolate brand closer to the festive season, they have since disappeared from the top ten advertisers chart.

     

    BARC India has a reach of 153.5 million TV households, representing the entire country and all modes of signal. Of this 77.5 million are urban TV households and 76 million are rural TV households. This includes metro cities, towns with population of 10-75 lakh, and urban and rural areas with population of less than 10 lakh.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • The thought provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar

    DDB Mudra North and Patanjali create a campaign for Patanjali Ghee

    By A Correspondent

     

    Patanjali along with DDB Mudra North has created an engaging campaign featuring for the first time, acclaimed Indian Olympic freestyle wrestler- Sushil Kumar for their key product, Patanjali Ghee.

     

    The TVC has been ideated with an intent to highlight the health attributes of Patanjali Ghee and showcasing the goodness of nature with which the product is made. Starting off with a beautiful thought, ‘Rasoi mein sirf khana hi nahi banta, bante hain sapne’, the ad progresses; visually depicting the importance of Pure Ghee in gaining strength for being successful and becoming a champion. The storyboard has a parallel showcasing of the Sushil Kumar exercising hard towards becoming a champion and his mother, passionately cooking for him in the kitchen.

     

    The thought provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar. The ad signs off with the phrase ‘Champion Banney ki Taakat’

     

    Quoting on the campaign, Rakesh Sharma, VP-Marketing, Patanjali said, “Pure Ghee is an essential component of almost every Indian household. With Patanjali Ghee, we intend to provide an alternate to the consumers who seek purity and worth for their money with the product. Featuring Sushil Kumar for the ad has been great since he is the face of Indian wrestling today and epitomizes hard work and perseverance – an apt quotient for our product. We are glad to partner with DDB Mudra North in our journey to make Patanjali Ghee synonymous to home-made Ghee.”

     

    Sambit Mohanty

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Pure Cow’s Desi Ghee is one of Patanjali’s best selling products. We wanted to give it back its rightful place in the kitchen by emphasising its benefits as a cooking medium. That’s how the thought of ‘Champion rasoi mein bante hain’ came about – it’s a great match with a brand ambassador like Sushil Kumar.”

     

  • Today there are more than 77 different things a customer could do using the Kotak mobile banking app

    Kotak unveils campaign to highlight mobile features

    By A Correspondent

    In today’s digital world, the mobile phone is fast becoming the focus of everybody’s attention. It empowers people to do what they want to do and need to do from wherever they are, whenever they want to. Banking is no exception. Kotak Mahindra Bank, on its part, has been a pioneer in digital banking.

     

    Over the last few months, Kotak has added several new innovative features, including message money, flight booking, buy a book via twitter, mobile and DTH recharge, internet-free mobile banking, and several other services. Today there are more than 77 different things a customer could do using the Kotak mobile banking app.

     

    The campaign builds on the hugely popular Kona Kona Kotak campaign that announced the coming together of Kotak Mahindra Bank and ING Vysya Bank. The multimedia campaign across TV, outdoor, and digital is built around the slogan “Phone Phone Mein Kotak”. It showcases how mobile banking using Kotak’s app and Hashtag Banking features has transformed the way people lead their lives, in simple and profound ways. Be it in large urban cities or in the smaller towns of our country.

     

    The campaign explores this change that is sweeping across India thanks to technology, innovation, and a customer orientation.

     

    The campaign pegs on three unique features of Kotak Mahindra’s Banking Experience on Mobile: Instant Money Transfer, Tweet to Buy a Book and Flight Booking to give viewers a perspective on the transactions they can do on their phone. It tries to communicate that with passage of time, the means of banking may be evolving but the emotions are just the same.

     

  • Cafe TC, Delhi NCR's popular bar, hacks into WhatsApp to promote its new look and menu

    Cafe TC & Dentsu Webchutney launch Liquor Ticker

    By A Correspondent

     

    Cafe TC and Dentsu Webchutney have created Liquor Ticker – claimed to be the world’s first ad ticker on the popular messenger app. Cafe TC, earlier known as Turquoise Cottage, was looking for a low-budget campaign to promote its makeover targeting mainly its patrons. Executed by Dentsu Webchutney Innovation Lab, Liquor Ticker converted Cafe TC’s status into a running ticker and the profile pics into ever-changing GIFs (Graphics Interchange Format: an image format which animates) to show a vast variety of content – from its brand new logo to the new menu and a host of offers. Users could send a screenshot of an offer they liked to avail it at the bar.

     

    “Our brief was clear to the agency. Promote our revamp in a way never done before but of course in a limited budget!” says Gaurav Soral, Founder, Cafe TC. He adds, “When the agency told me that they plan to use WhatsApp, I was a bit skeptical since WhatsApp doesn’t offer any official ad space! And we’re not the kind of brand that would spam its users.”

     

    Gurbaksh Singh

    Says Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney Innovation Lab, “We were toying with this idea for quite some time now but were looking for that perfect match. With a little play of technology, read modifying WhatsApp’s API (Application Program Interface), we created an ad space on a medium that doesn’t have any! Liquor Ticker might just open the floodgates of advertising on WhatsApp.”

     

    Last year, Cafe TC along with Dentsu Webchutney came up with the award-winning Happy Hours Rewind where users could turn back time and extend the happy hours by tweeting more and more.

     

  • The TVC is a high energy rendering of crazy fun things one can do using the new Tora Pens from Camlin

    ‘What’s your Torapanti’, asks Camlin in latest campaign

    By A Correspondent

     

    To announce the launch of its new pen variety, Camlin has unveiled a campaign that details the features of the new product – Tora. Considering the changing mind-set of youngsters, who generally use blue or black pens and are looking for a way to express themselves, Tora is available in a variety of colours that allows fun seeking youngsters to express creativity, and add fun to life. The objective of the commercial is to bring home these benefits.

     

    The TVC is a high energy rendering of crazy fun things one can do using the new Tora Pens from Camlin. The film shows the pen being used in different situations and on different surfaces where we see fun loving youth expressing themselves while capturing their emotions through its lyrics and imagery.

     

    Gautam Pandit, Sr. Partner & Executive Creative Director, RK Swamy BBDO said, “Youngsters have always believed in seeking fun and defying norms. As far as writing and drawing goes, Tora pens with their vibrant range of colours, resonate with their personality and identifies with their affinity for colour – be it in their choice of clothes, hair colour, accessories, shoes and so on. ‘Torapanti’ is a personifies this spirit as a coinage that brings together the brand name ‘Tora’ and ‘Panti’, which is the urge to do crazy fun things. The baseline ‘What’s your Torapanti?’further appeals to the youth to come forward and show their true fun colours.”

     

    Saumitra Prasad, CMO-Kokuyo Camlin said: “With the launch of Camlin Tora, we are looking at revolutionizing the pen market. This product is a result of extensive market research and Japanese engineering, and it enables the consumer to express with creativity. Our new TV campaign on Tora takes the consumer into the colourful and expressive world of Camlin Tora. I am sure that once our consumers use Camlin Tora pen, they would not like to use any other pen.”

     

  • Horlicks re-launches its chocolate flavour with better taste and new packaging

    JWT unveils new campaign for Horlicks

    By A Correspondent

     

    GSK Consumer Healthcare is re-launching the chocolate flavour of its flagship product Horlicks, in new packaging, making the improved offering crunchier, chocolatier and yummier in taste.

     

    The launch is supported by a 360 degree outreach programme including print and television campaigns.  It will also be supported by extensive on-ground activations and an exciting digital engagement programme.

     

    The new TVC for the campaign opens with two children (brothers) sitting across their dining table. When it is evident that they are not excited by their plain glass of milk, their mother replaces the old chocolate drink with the new and improved Chocolate Horlicks. As one brother gulps down the content of his glass in a few seconds, the other one begins drooling over it. He exclaims that new Horlicks is extremely chocolaty and then tries to snatch the second glass as well. The TVC ends by saying that with the chocolatier and best ever Chocolate Horlicks, the children will surely finish off their glass of milk (Doodh ka glass khallaas).

     

    Talking about the campaign, Prashant Pandey, EVP Marketing, GSK Consumer Healthcare says, “At GSK, our offerings are designed to cater to ever-changing and evolving consumer needs. Chocolate Horlicks is one of our most successful flavours and its taste enjoys high equity with children. The re-launch of the product is aimed to delight them – with not just the improved taste but also superior packaging.”

     

    Tanurupa Pal, VP and Executive Creative Director, J. Walter Thompson, added, “We have used a simple moment between two brothers to highlight the irresistible quality of the new Chocolate Horlicks. In the story, it becomes a tool in the mother’s hand to help her turn her milk-fussy kids into Chocolate Horlicks lovers.”

     

  • The success of the existing leagues in India has convinced the founders of the PWL that the league will be immensely successful in the years to come

    Dabur, Thums Up to be sponsors of the Pro-Wrestling League

    By Arka Bhattacharya

     

    After the successes of the IPL, the ISL and the Pro-Kabaddi League, corporates have queued up to become sponsors of the brand-new Pro-Wrestling League, scheduled to start on December 10.

     

    Kartik Sharma

    Kartikeya Sharma, CMD, Pro-Sportify Ltd, which started the PWL, says that they have four main sponsors for this year. The title sponsorship has been picked up Dabur Chawanprash while Thums Up is the ‘Powered By’ Sponsor. Other sponsors associated with the league this year are Jaguar Lighting and Dabur Red Toothpaste. The cumulative amount of sponsorship that has poured in is estimated to be around Rs 22 crore.

     

    Says Sharma, “When one of the largest brands, Coke has sponsored you, you know it is going to be big. Year-on-year, we’re looking increase the marketing spend and we’ll change the way brands derive ROI from sporting properties and the way they want to get value out of sports.”

     

    The success of the existing leagues in India has convinced the founders of the PWL that the league will be immensely successful in the years to come. Sharma said that the sponsorship for season 2 is already being planned and is estimated to show an 81% increase to Rs 40 crore.

     

    The net marketing spend for the league is upwards of Rs. 20 crore. Vishal Gurnani, Director, Pro-Sportify says that almost 70% of this budget has been poured into television media, and the rest mainly into radio, print and outdoor campaigns. Gurnani says that they have about 600,000 seconds of inventory footage for the promotion of the league and massive outdoor campaigns have been undertaken in Bombay, Delhi, Gurgaon, Ludhiana.

     

    When asked if the league would expand next year, Gurnani replied in the affirmative. He said, “The PWL might add two franchises next year. A lot of cities and a lot of corporates have shown interest this year, but due to logistical challenges, we decided to restrict the number of teams to six. We are looking ahead to next year, where we are expanding this to eight teams with the most likely cities being Ahmedabad and Hyderabad.”

     

    Pro-Sportify are also looking at introducing merchandising post the league’s completion. Gurnani said, “We’ll looking at building up the brand during the league and selling our merchandising at online platforms and airports afterwards. We’re coming up with interesting and quirky merchandising with lines like ‘Real Men deal with it on the mat’ and ‘Asli Mard Akhade Waala Baaki Sab Chauhare mein’.”

     

    The other partners of the league include the hospitality partner – Picadilly hotels, Radio partner – Big FM, Outdoor partner – Bright Outdoor and Ticketing partner – BookmyShow.

     

    Source:The Economic Times

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

    Licensed to republish