MxMIndia

Category: MARKETING

  • Kotak Life Insurance's core focus is to add value to a customer's life by providing protection and long term savings (PALTs)

    Kotak Life Insurance says, “100 Saal Jiyo! Koi Hai… Hamesha”

    By A Correspondent

     

    Life expectancy in India has gone up by five years in a decade. With enhanced focus on health care, rising income levels and a better standard of living, the average life expectancy is likely to reach 77 in the next few decades.

     

    Based on current patterns of growth, India’s population is expected to grow by 16 per cent to reach 1.4 billion by 2025. Rapid ageing will progressively become a global phenomenon in the 21st century. From 2025 to 2050 the population will increase by a further 34 per cent, reaching 1.88 billion. Those above 50 years of age will constitute 22 per cent of the population in 2025. By 2030 there will be approximately 180 million retired individuals. The number is higher than the similar population in many developed countries. Therefore, in about 14 years we will have highly enthusiastic retired individuals who are ready to explore the next phase of life with renewed vigour.

     

    Kotak Life Insurance’s core focus is to add value to a customer’s life by providing protection and long term savings (PALTs). Kotak Life Insurance as a brand has chosen the warmer side to life insurance – financial planning for living a long life through a partnership that is long withstanding. The company has launched a new ad campaign, aimed at audiences in the age group 30-50 years, called “Koi Hai… Hamesha”

     

    Essentially, the key insight is that life expectancy has gone up and people are going to live longer. There may be people who will up to a 100 years. The Indian blessing ‘Sau Saal Jiyo’ could become a reality in a sooner than distant future. The new campaign provides the backdrop for the launch of the new whole life plan, which protects your life and enables investments during that long life up to 99 years of age. “Koi Hai Hamesha” is the new brand promise that says we will be there with you for forever.

     

    The new ad campaign has launched across TV, and digital platforms. The media plan covers leading GECs (Hindi & Regional), business, English and regional news channels. There are two TVCs – 30 seconds (main film) and 15 seconds (a sequel). The main film establishes a concern and the sequel ends with a solution where the protagonist is now happier and better informed.

     

    JWT has designed the ad campaign for Kotal Life Insurance.

     

  • Parle Products handsover its advertising biz to Thoughtshop

    Thoughtshop bags creative mandate of Melody

    By A Correspondent

     

    Taking forward the iconic thought, ‘Melody  itni Chocolaty kyon hai?’, Parle plans to air its new TVC commencing from January 23, 2016.  The TVC is conceptualised by Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Productions.

     

    Following a multi-agency pitch, Parle Products appointed Thougthshop to create its new communication for Melody. Driving on its iconic tag line, ‘Melody itni chocolaty kyon hai… Melody khao khud jan jao’, the agency emphasises on the rich caramel based layer and chocolate core reminiscing the chocolaty taste.

     

    On handing over the Melody business to Thoughtshop, B. Krishna Rao, Deputy Marketing Manager, Parle Products states, “We aim to increase the brand recall through the new communication strategy targeting the youth. The purpose is to create the chocolaty urge by breaking a monotonous situation with a humorous twist. In association with Thoughtshop, we plan to roll out the campaign through TVC, Print and Radio”.

     

    Commenting on the win, Dhyani said, “It is always a privilege to work on an iconic brand under the Parle Products umbrella.  Melody’s tag line itself reinforces the chocolaty property of the brand, and thus we take the onus to carry forward the brand thought, continuing the legendary quest.”

     

    Retaining the iconic tagline, Dhyani and his team conceived a new strategy based TVC showcasing the irresistible urge of having a Melody toffee. Thereby, reinforcing the question-answer baseline, ‘Melody itni chocolaty kyun hain? ‘Melody khao khud jan jao’.

     

  • Campaign core messages around, freedom, love and surrogacy reflects bold but the relevant spirit of IICE Vodka and its brand ambassador Kalki, and aims to change rhetoric in its segment

    Jagatjit Industries unveils new campaign with Kalki Koechlin

    By A Correspondent

     

    In continuation to the brand reinvention of the IICE Vodka series, Jagatjit Industries has announced the launch of three video commercials with KalkiKoechlin, its brand ambassador. The videos address strong issues around freedom of speech, thought, privacy, prohibited love and surrogacy, that reflects both the bold spirit of the brand and its chosen brand ambassador Kalki. While one of the videos will be released as a TVC, the other two will be released on digital channels only and across the brands’ social properties.

     

    “Our new ad campaign is a true reflection of the personality of our highly talented actor/ director brand ambassador, KalkiKoechlin’swho’s ahead-of-her-times, liberated, and experimental nature allows us to honestly address issues that lie at the heart of every society struggling to modernize. IICE Vodka celebrates the ‘I’, i.e. the individual and promotes being yourself, and living your life your way, making your own choices and always being fearless to face the future. Through these ads we’re trying to change the rhetoric that is generally employed by our segment. First by drawing attention to bold but relevant subject matter and secondly to the current law that bans liquor companies from advertising liquor,” says Roshini Sanah Jaiswal, Chief Restructuring Officer at Jagatjit industries

     

    The video campaign has been conceptualized by the in-house team of Jagatjit Industries, in association with Shiven Surendranath of Old School Films, who has produced and directed the film.

     

  • Within the Dentsu Aegis Network structure, Fountainheadand psLIVE India will be merged to form Fountainhead-MKTG

    Fountainhead is now Fountainhead-MKTG

    By A Correspondent

     

    After the recent acquisition of Fountainhead Entertainment by the Dentsu Aegis Network, Fountainhead and psLIVE India will be merged to form Fountainhead-MKTG. For the record, MKTG is a leading global lifestyle-marketing agency with its headquarters in New York. Fountainhead Entertainment is a 20-year-old experiential marketing and events agency with over 200 employees and offices in  Mumbai, Delhi and Bangalore.

     

    The first phase of this merger will focus on knowledge transfer, import of technology and training while equipping the group for more effective service. The aim is to increase the effectiveness of experiential marketing and direct consumer marketing by using group expertise and knowledge.

     

    With this influx of international expertise, safety standards, design and technology, Fountainhead MKTG will attempt to raise the bar when it comes to producing events within the country. “While officially we are a full-service marketing agency, in reality we are a creative group of people who come to work everyday to create unique, disruptive and innovative projects for our clients,” said Brian Tellis, CEO, Fountainhead-MKTG.

     

    Another high emphasis area will be the creation of intellectual properties for brands that will be supported by all of the Dentsu Aegis Network.

     

    Ashish Bhasin, Chairman & CEO – South Asia, Dentsu Aegis Network, added: “In India, the lifestyle marketing solutions market is growing at twice the rate of the ATL market. With Fountainhead, a leading player in India and MKTG, a leading global player, we now will have the best offering of global standards, through Fountainhead MKTG. This is another big step forward in helping us achieve our mission of being the second largest agency group by end 2017 in India, overturning for the first time the existing ranking which has historically been in place for over 80 years in India.”

     

  • The campaign is being primarily led by a one minute long TVC film, supported by print, radio and digital activations

    Aegon Life launches 360-degree marketing campaign

    By A Correspondent

     

    Aegon Life Insurance has partnered with DDB Mudra Group to launch a new integrated campaign that focuses on simplicity and ease of buying its products.

     

    Contrary to other life insurance ads, this multimedia campaign is completely bereft of the usual play of safety, security, emotions and a better future for the insured and their dependents. Instead, it focuses on the efficacy of jargon-free communication, simple processes and easy accessibility. Aegon Life will give best in class customer service experience to its customers at every interaction point.

     

    Shamik Banerjee

    Shamik Banerjee, Chief Marketing Officer at Aegon Life Insurance, says, “With this unconventional take on insurance, we are confident to change the communication paradigm. This campaign stands out from the usual speak of life insurance brands and will bring a renewed vitality to the insurance advertising space.”

     

    The campaign is being primarily led by a one minute long TVC film, supported by print, radio and digital activations. The ad film showcases multi-dimensional visual perspective using minimal elements for bringing out ‘Simplicity’ as the core of the Aegon Life’s ideology.

     

    Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “It’s not just the current life insurance processes that are complex, the advertising too in this category is cluttered and fuzzy. For a brand that promises to simplify everything associated with buying life insurance, it was important that Aegon Life’s communication too was simple and yet had a sense of scale to it. I am truly happy that we have been able to achieve just that with this campaign. I am sure the audience will enjoy it and engage with it as much as we did while creating it.”

     

  • JUXT by Titan keeps it smart and stylish with its stunning smartwatch offering

    Smart is now stunning in Titan’s latest ad film

    By A Correspondent

     

    Titan in partnership with technology giant HP Inc. has launched their latest TVCs, celebrating JUXT as a confluence of tradition and technology, with good design and smart function.

     

    The two ad films for JUXT highlight the essential features of the smartwatch in a humorous way, starring Bollywood film director, screenwriter, and cinematographer Kabir Khan, singer and composer Pritam, and actor and comedian Vir Das. The TVCs capture the three celebrities engaging in friendly banter with each other, with JUXT keeping them honest, prompting them to ask, “Couldn’t you just be stunning?”

     

    Elaborating on the concept behind the JUXT TVC, Sirish Chandrashekar – Marketing Head, Titan said, “Titan JUXT is a strategic move by the brand to continue to be relevant to the fast-evolving modern consumer and infuse energy into the brand. The communication is sharply targeted at creative entrepreneurs, for whom social networks form a fundamental part of their lives – professional and personal. The stunningly designed Titan JUXT with its smart features will enable them to stay connected always.”

     

    “We have tried to leverage the quirky and interesting personalities of our three celebrities who dominate their respective creative fields in the making of this campaign. They occupy many worlds at the same time and have truly high regard for craftsmanship and beauty. With subtle humor and genuine performances from Pritam, Kabir Khan and Vir Das both ads have a charm that is quintessentially Titan,” shared Tithi Ghosh – Senior Vice President, Ogilvy Advertising South.

     

    The TVC speaks to the modern multi-faceted man who is constantly on the move, keeping himself connected and informed. Titan JUXT, with features like privilege reveal, world time, activity tracker and notifications, is a stunning timepiece offering the best of technology and style, without being intrusive.

     

  • The company announces new TVC and launches country’s first alkaline RO with LED Display

    Karisma Kapoor becomes the brand ambassador for Blue Mount

    By A Correspondent

     

    Blue Mount Alkaline RO has named Karisma Kapoor as their brand ambassador. She features in the new TVC announcing the launch of Blue Mount Alkaline RO with LED Display.

     

    The new 50 secs TVC featuring Karisma Kapoor, who was worried about her son on his frail health and was consulting with doctor on the same. The doctor told her the about ordinary RO Purifier reduce the minerals from water and she need a Blue Mount Alkaline RO water purifier, which adds minerals to the water.

     

    Blue Mount Alkaline RO water purifier maintain the pH level and balance high acid level in times of stress, lack of sleep and over consumption of acidic foods such as processed food and keep your body energized for a longer duration of time and makes  you feel fresh and remain healthy. Keeping the same in the mind Blue Mount Alkaline RO launched its products with a slogan of “Sabse Pure, Sabse Healthy”.

     

    Commenting on the occasion, Vishal Gupta, Managing Director, Blue Mount said, “Understanding the very need of pure water for common man, Blue Mount aims to provide the most pure & healthy water in every eliminating any sort of purification hassles. We help people to lead a healthy life and want to be considered as most consumer-centric company in India. That’s why we optKarisma Kapoor as a brand ambassador, who can deliver the correct message to the TA by her matured and responsible motherly image.”

     

    The film has been created by Excl Advertising and narrates the story of a mother whose kid is ill after the using of RO purified water.

     

  • Commits to grass roots development of sport & distance running sports initiatives aimed at inspiring positive change and nurturing new talent

    IDBI Federal shifts focus on brand building around sports & fitness

    By A Correspondent

     

    IDBI Federal Life Insurance has taken to sports and fitness as a route to boosting its brand building efforts and contributes to the development of sports at grass root levels. The company has identified and partnered a series of initiatives.

     

    It has two Bowling Foundations, one with Mumbai Cricket Association (MCA) and the other with Karnataka State Cricket Association (KSCA). To promote discovery and nurturing of football talent, IDBI Federal Life Insurance has associated itself with ‘Young Heroes’, a 15 city inter-school football talent hunt. In its bid to promote a healthy and fit lifestyle, the company sponsors two marathons, one in Kochi and the other in Kolkata. The company truly walks the talk – a large number of IDBI Federal employees have also taken to long distance running to stay fit and healthy. This has helped spread a message of health awareness across the firm’s employees, as well as in the communities in which it operates.

     

    To boost the overall cricket landscape in Bengal, it supports all the endeavours of The Cricket Association of Bengal (CAB). Last but not least; the company has also announced the launch of IDBI Federal Life Insurance 12th  D Y Patil T20 Cricket tournament to be held in Navi Mumbai from February 15 to 25, 2016.

     

    Commenting on the tie-ups, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, says, “As an organisation we wish to bring about a positive change that helps us shape a better future. Sports has always empowered people to develop into disciplined, responsible and mature winners who make a real difference around them. What better opportunity for us than to partner with a wide variety of sports and fitness events – events that range from discovery and nurturing of talent to running as a community that add to the well-being of the society at large. Being a sportsman myself, I understand the pivotal that sports and fitness initiatives can play in an individual’s life. Many of our employees also participate for various long distance running events. It gives us immense pleasure to contribute to India’s sports and fitness culture.”

     

    In July this year, along with the Mumbai Cricket Association (MCA), IDBI Federal Life Insurance announced the MCA – IDBI Federal Life Insurance Bowling Foundation. And in the month of October, the company forged a similar association with Karnataka State Cricket Association (KSCA) to launch KSCA – IDBI Federal Life Insurance Bowling Foundation. These bowling foundations have been established to hone meritorious bowling talent and develop them into first-rate bowlers to boost the domestic and international cricketing landscape in India. As part of the programme, select fast bowlers and spinners in the age group of 19 years and above will be a part of the Foundation for a 2-year training stint. Australian pace legend, Jeff Thomson, has been brought on board as the international coach for the Bowling Foundations.

     

    In September 2015, IDBI Federal announced its partnership with The Cricket Association of Bengal (CAB) to strengthen the state’s cricket endeavours through its regular cricketing activities and also through the ambitious Vision 2020 programme. In yet another endeavour, IDBI Federal Life Insurance recently concluded IDBI Federal Life Insurance Spice Coast Marathon. This marathon has one of the most picturesque courses. Certified by USA Track & Field (USTAF), this marathon gives runners a chance to participate and qualify for the prestigious Boston and London Marathons. Over 2,300 spirited runners participated for this destination Marathon in November 2015.

     

    IDBI Federal Life Insurance will also be the new title sponsor of 9th Edition of Kolkata’s only full Marathon. IDBI Federal Life Insurance Kolkata Marathon 2016, as it is called now, will take place in the City of Joy on March 6, 2016. Multiple Grand Slam winner and Padma Bhushan Awardee, Leander Paes will be a brand ambassador for this marathon.

     

  • A brand new commercial which features the two stars will soon be aired across markets in India

    Farhan Akhtar, Siddharth to endorse Britannia Nutrichoice

    By A Correspondent

     

    Britannia NutriChoice has unveiled a new campaign with an objective to generate widespread adoption for NutriChoice Digestive by using the health hook of ‘high fibre’.In its bid to broadbase the adoption of Britannia Nutrichoice, the brand has signed on Farhan Akhtar and Siddharth as brand ambassadors. A brand new commercial which features the two stars will soon be aired across markets in India.

     

    Commenting on the new campaign, Ali Harris Shere, Marketing Director, Britannia said “Nutrichoice Digestive is the No 1 Hi Fibre biscuit brand in India. To expand the category, It is important to build the superior health credentials of the brand(High Fibre) in a tangible manner. Extensive consumer work told us that the proof of the Hi Fibrewas in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea “Feel the Fibre in every bite”. We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – Honest & Sensible.”

     

    Rajesh Ramaswamy, Creative Head, Lowe Lintas said “There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign.”

     

  • The Kingfisher Ultra Indian Derby partnered by Signature Packaged Drinking Water to be held on Sunday 7thFebruary

    Stage set for Kingfisher Ultra Derby on Feb 7

    By A Correspondent

     

    Kingfisher Ultra, the successful brand from United Breweries, announced its first ever association with the Indian Derby, leading to the 2016 running of the Grade 1 Indian Derby – The Kingfisher Ultra Indian Derby.The Derby is partnered by Signature Packaged Drinking Water and will be held on Sunday, 7th February 2016.

     

    Samar Singh Sheikhawat, Senior Vice President – Marketing, United Breweries Limited along withZavaray S. Poonawalla, Chairman of the Royal Western India Turf Club and Vivek Jain, Chairman of the Marketing Committee, RWITC, unveiled the trophy recently. The Kingfisher Ultra Indian Derbyis one of the richest sporting events in India boasting large stake money in excess of Rs. 3 crore, and a grand exhibition of equine power and high fashion.

     

    Samar Singh Sheikhawat, Senior Vice President – Marketing, United Breweries Limited said, “We have leveraged fashion and lifestyle to create a distinct premium identity for Ultra, and the Kingfisher Ultra Indian Derby is India’s biggest show of fashion, apart from being the most prestigious horse race in the country. We look forward to delighting consumers with the Ultra Experience – The Emperor of Good Times”

     

    Subroto Geed, Senior Vice President – Marketing, United Spirits Limited said,  “USL will continue to partner with RWITC through revised terms of engagement for the remaining two years of the existing contract – in 2016 and 2017.  USL and RWITC have had an unprecedented long and mutually beneficial relationship for over 3 decades, with USL building the Indian Derby to its current stature as India’s premier racing and lifestyle event.  USL through Signature Packaged Drinking Water will continue partnering with the Indian Derby as a title partner as the title transitions to the new sponsorship.”

     

    The upcoming extravaganza will boast internationally acclaimed jockeys and their prime stallions battling it out on the turf as the city gears up to put their best fashion foot forward. The Indian Derby is the single largest attended event in Mumbai and one of the leading community celebrations in the world.

     

  • The brand imagery and graphics needed to communicate about things that appeal the youth – fun, liveliness and the cool factor

    Amul collaborates with Wow Design for a packaging design makeover

    By A Correspondent

     

    WOW Design has collaborated with Amul for a branding design makeover for Amul Kool Milkshakes.

     

    Amul has Amul Kool Milkshake, a youth centered refreshment beverage as its one of a kind flagship product under the Amul banner. However, it wanted to connect better with the main target audience – the youth as the cool factor was completely missing in its current avatar. WOW Design came on board to create a complete makeover for their packaging design and communication and help reconnect with the target audience.

     

    To overcome the challenge WOW Design proposed to create a Visual Hook which will depict the brand personality i.e. the cool quotient. Therefore the brand imagery and graphics needed to communicate about things that appeal the youth – fun, liveliness and the cool factor.

     

    Keeping the new visual imagery and graphics in mind WOW Design reframed the product description of Kool Milkshake as ‘Kool Shakers’ so as to reflect the cool factor in the name of the product as well.The cool color of blue and the new and lively graphics have accentuated the monogamous graphic to a new ‘in thing’ to appeal the youth community.

     

    Deepti Kshirsagar, Founder- Director, WOW Design said, “The current Amul Kool Milkshake could not effectively connect with its target audience as it lacked the cool factor and was unable to attract the main target audience. The revamp of the complete packaging design has brought a refreshing look and feel to the product. To align the whole look the product was renamed asShakers to give the product a young twist.”

     

    Rupinder Singh Sodhi, MD – Gujarat Cooperative Milk Marketing Federation (AMUL) said , “Practically 65 per cent of Indian consumers are very young and so designing needs to be very contemporary to target this youth segment also. We feel that WOW Design’s work is going along with the times and also going into many of the psychological aspects also which is very good. I think that as far as the new packaging of the Amul Kool Shakers goes it has shaken up the market. One can see the product from a distance and the brand is very clear, trendy and its overall a good design.”

     

  • The event will unfold on 4 February 2016 at Le M’eridien, Gurgaon

    ZenithOptimedia and Google to host Zoogle Day on Feb 4

    By A Correspondent

     

    ZenithOptimedia Group and Google have partnered to present Zoogle Day, a first of its kind event on digital and mobile marketing. The event will unfold on 4 February 2016 at Le M’eridien, Gurgaon.

     

    The ZenithOptimedia leadership, along with top executives from Google will share learnings, insights and case studies where brands have taken the lead in a mobile inevitable world. Some of the subjects that the summit will focus on includes how mobile commerce is shaping up sectors such as banking insurance and telecom, how data driven planning driving programmatic, top trends in ecommerce, the success story of Alibaba and other future-facing business models that are reaping the benefits of a digital economy.

     

    The conference will also have a key address by Craig Greenfield, Chief Operating Officer of Performics Worldwide. Since 2005, Craig Greenfield’s expertise in scaling large client programs and developing company-wide processes and this has helped Performics successfully transition into the first truly global performance marketing agency. In his current position, Craig leads global technology and innovation; a dynamic network of change agents focused on identifying, evaluating and developing new products, services and systems to ensure competitiveness and improved operational efficiency.

     

    Craig works in tandem with Performics’s worldwide leadership, client teams and external partners to help clients identify and capture new business opportunities, negotiate strategic partnerships and enhance operational efficiency.

     

    Anupriya Acharya, Group CEO, ZenithOptimedia said, “ZenithOptimedia and Google host Zoogle Day in many top markets around the world and we are very excited to bring this premier event to India. Given the way mobile is increasingly shaping consumer behavior and commerce, we felt this is an opportune time for us to hold this event. Both ZenithOptimedia and Google are leaders in mobile marketing and have valuable lessons and insights to share on the transformation that India is witnessing.”

     

    Tanmay Mohanty, Managing Director of Performics and Resultrix says, “We share a long fulfilling relationship with Google and this event cements this relationship further. They, like us, are driven by the Live ROI philosophy, and have unique data driven insights that help clients derive sizeable share.”

     

    Punitha Arumugam – Director Agency Business India and SEA, Google says “With an estimated 5mn smartphone users being added very month, India’s online populations is expected to cross 500MN by 2018. The Zoogle day chapter we are extending to India is tailored to this reality and will address the mobile and commerce future of this market.”