MxMIndia

Category: MARKETING

  • Mercedes Project X – The Winner’s way – a unique branded content initiative involving five music maestros of India on one platform

    MEC India engineers a musical content collaboration for Mercedes Benz

    By A Correspondent

     

    MEC India has collaborated with Mercedes Benz and music maestros – AR Rahman, Shubha Mudgal, Ranjit Barot, Salim Merchant and Amit Trivedi to unveil the winner’s anthem, “Khushnuma” at the Auto Expo.

     

    Mercedes Benz has completed 20 successful years in India and is celebrating its ‘Winning’ moment this year. The anthem and its accompanying music video were premiered at the Auto Expo 2016 on February 3rd for an exclusive guest list, amidst a stunning line-up of cars from Mercedes Benz. It is a first ever collaboration between eminent musical artists like A R Rahman, Salim Merchant, Shubha Mudgal, and Amit Trivedi, blending their signature styles into one melodious track, led by Ranjit Barot.

     

    Sharing his views on this content collaboration, Kumar Sinha, National Head (Content), MEC India said, “MEC has been associated with Mercedes Benz in creating unique content ideas & associations beyond traditional marketing activities, to strengthen the equity of the brand. Music in India has a rich heritage and a wide appeal. Combining this special music composition with an engaging audio-visual story has created a memorable piece of content for the brand.   The journey of overcoming challenges, flourishing and ultimately carrying that success home is captured in the music video. It’s the celebration of an individual’s quest for excellence.”

     

  • Prior to this the account was being handled by Taproot

    Publicis bags creative mandate of Cremica

    By A Correspondent

     

    Mrs. Bector’s Food Specialities Ltd has appointed Publicis as their agency partner for its Cremica range of biscuits. Mrs. Bector’s Food Specialities Ltd is one of the largest food processing companies in India. They have been a prominent manufacturer and exporter of a wide range of food products since 1982. Prior to this the account was being handled by Taproot.

     

    Anoop Bector

    On the reason to appoint Publicis, Anoop Bector, MD Mrs, Bector’s Food Specialities Ltd, said “We have been growing at a rapid pace and expanding our footprints across India steadily. We have very ambitious plans for the brand and, in Publicis, we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Publicis India.”

     

    Hemant Misra

    Hemant Misra, CEO Publicis Capital adds “Cremica is a brand born out of love for baking. Their passion for excellence and quality is inspiring. We are excited at this opportunity of partnering them in taking the brand across the country. The challenge of competing in this overcrowded category and partnering Cremica to leadership, is one we actively look forward to”.

     

  • The agency won the account following a multi-agency pitch

    Triumph appoints Fountainhead MKTG to handle its PR

    By A Correspondent

     

    Triumph International (India) has roped in Fountainhead MKTG, a recent venture between Dentsu Aegis Network, New York-based lifestyle marketing agency MKTG and the event management company Fountainhead Entertainment, to handle its PR mandate. The agency’s PR division won the account following a multi-agency pitch.

     

    Triumph enjoys a presence in over 120 countries with the core brands Triumph and sloggi. It is a member of both the Business Social Compliance Initiative (BSCI) and the Global Social Compliance Programme (GSCP).  The brand is currently present in more than 1000 points of sale across India including leading large format stores, multi-brand outlets and multiple e-commerce portals.

     

    Under the guidance of Shalindra Fernando, General Manager India & Sri Lanka, Triumph International and Jennifer Kapasi, Head of Operations, Triumph International (India), the brand aspires to enable Indian women to feel comfortable and confident in what they wear without feeling conscious about how they appear from outside. In India, women are waking up to and loving the benefits that perfect lingerie can bring to their lifestyles. Today they see their choice of lingerie as an inspirational key factor in the confidence they radiate.

     

    Shalindra counts over 14 years of experience in Fashion Retail, FMCG and consulting across Asia and Africa. He has been at the helm of Triumph International India since April 2012 after completing 5 successful years with Triumph International Sri Lanka as General Manager.

     

    Jennifer counts over 10 years of diverse experience in Retail, Fashion, FMCG and Consumer Electronics across key markets such as Europe, India and the Middle East. She took over the role as Head of Operations in August 2014 and currently successfully manages Triumph’s entire sales and marketing organization across India. She initially headed Triumph’s modern trade, as well as franchise retail and online business channels.

     

    Sharing her thoughts on the association, Jennifer Kapasi, Head of Operations, Triumph International (India) said, “We are glad to be associated with Fountainhead MKTG. Triumph is world’s largest intimate apparel company and enjoys presence in over 120 countries. We at Triumph have a great team who are young, passionate, enthusiastic and thrive to bring global collections to the Indian market, combining perfect fit, ultimate comfort with the latest international trends.  With this association, we are looking forward to the same passion and enthusiasm that the team will bring to the table and collectively work towards achieving our goals to enrich our brand presence.”

     

  • It will present four different genre versions of "Lush Life", which lyrics talk about having fun and experimenting in life

    Clinique encourages women to be their own pop artist through new initiative

    By A Correspondent

     

    Clinique has partnered pop artist Zara Larsson to create the industry’s first interactive music video – Play with Pop. The video, launching in late February 2016, will feature fourgenre versions of Zara’s single“Lush Life” and her look will instantly transform in each with bold lip looks from Clinique’s Pop Artistry Trend. The featured genres are Acoustic, Pop, Dance, and Country, and through this Clinique is showcasing how women express a different emotion or side of themselves when changing their lipstick.

     

    The interactive video will allow viewers to change the style of the song at any point simply by clicking the coloured bar, which correlates with different shades of Clinique Pop Lip Colour + Primer. When done so, the entire look and feel of the video will change, including makeup, hair, choreography, background and lighting.This inspiration stems from the emotion that women feel when wearing a certain lipstick shade. Melissa Knapp, Senior Vice President, Global Creative, states “When a women wears red she might feel bolder, more empowered, a plum shade might make her feel fiercer, while a nude colour may make her feel more feminine.  Therefore, we wanted to tap into that emotion for each of the genres in Zara’s look, but also how she moved, the lighting, the colours, and every other facet of the video.”

     

    Play with Pop, a global music video campaign which was directed and shot by Hiro Muraion location in Los Angeles,will encompass print, digital, and social channels. It will present four different genre versions of “Lush Life”, which lyrics talk about having fun and experimenting in life.

     

  • The campaign will convey the advantages of opting for PNG Jewellers through a captivatingly shot commercial featuring Salman Khan

    Salman Khan kicks off high-decibel integrated campaign for PNG Jewellers

    By A Correspondent
    PNG Jewellers has unveiled their new campaign ‘ParamparaAchchaiki’ with Bollywood superstar and global brand ambassador Salman Khan.

     

    ‘ParamparaAchchaiki’ stands for all 184 years of excellence and experience of serving customers and the glorious heritage. PNG Jewellers is renowned for their rich history and evolution. It’s their quality of services and quality of products that kept the brand in the top league for almost two centuries.

     

    Salman Khan has played an integral role in familiarizing the brand with global consumers in the past one year. PNG Jewellers has migrated frombeing a regional centric brand to an international one and now is planning to revamp the brand image by highlighting their glorious heritage. The campaign will conveythe advantages of opting for PNG Jewellers through a captivatingly shot commercial featuring Salman Khan.

     

    The adis directed by TejalPatni, the mastermind behind some of the most popular ad films like Jabong for Alia Bhatt, Swarovski, Capresse, and many more.

     

    “This is an exciting initiative, PNG Jewellers as a brand takes great pride in our history, heritage and legacy. Highlighting those elements in our latest campaign ‘ParamparaAchchai Ki’ will add a lot to the brand value. We are glad to have our global brand ambassador Salman Khan as the face and we intend to create an innovative and meaningful campaign”, Chairman and Managing Director of PNG Jewellers Saurabh Gadgil stated.

     

    Tista Sen, NCD, JWT commented, “PNG Jewellers with their rich heritage is a familiar brand that evokes an emotion. And it is this emotion the brand film captures. Be it gold, diamond, exquisite neck pieces, stunning earrings and elegant bangles they are all mark of the tradition and brand legacy that only PNG Jewellers can claim. Salman epitomizes these similar values and takes us through the rich legacy with lyrical images that linger on.”

     

  • The plan is to launch a multi-platform, multi-format brand for online Indians everywhere

    Vivek Law partners Sooperfly for new finance venture

    By A Correspondent

     

    Media company Sooperfly will enter the genre of personal finance in a joint venture with senior business journalist, Vivek Law. The plan is to launch a multi-platform, multi-format brand for online Indians everywhere. The soon-to-be-launched content brand will manifest across multiple social and other digital platforms, targeting audiences seeking financial advice and insights.

     

    A mix of Hindi and English, the content line-up will feature primarily bite-sized content, details of which shall be made available later this quarter. The partnership will be set in motion with content around the impending Union Budget 2016, especially for the young investor.

     

    Vivek Law

    Commenting on his debut on digital, Vivek Law said, “After a decade each in print and television, I am thrilled to partner with Sooperfly in my foray into digital journalism. I have been passionate about personal finance and financial literacy and I do believe this venture will help reach out to audiences that are increasingly consuming information through digital, instead of conventional platforms.”

     

     

    Roopak Saluja

    Sooperfly was founded in 2015 by media entrepreneur, Roopak Saluja, also Founder &Chief Executive Officer of The 120 Media Collective. The diversified content and communications group includes digital agency, Jack in the Box Worldwide and production companies, Sniper and Bang Bang Films.

     

    Roopak Saluja, Founder & Chief Executive Officer, Sooperfly & The 120 Media Collective, commented on the development, “Personal Finance or Money Management is a high priority focus for online Indians everywhere, yet it’s also a subject most are intimidated by. Expertise and credibility must power any solution to this problem. Vivek embodies both qualities in the superlative and we share a common vision of how to build a sustainable business in resolving this pain point. We’re thrilled to announce this partnership as one of the primary pillars on which we’re building Sooperfly.”

     

    Sooperfly empowers Asia’s digital video ecosystem by building content brands direct-to-audiences. Its repertoire includes music, comedy, beauty, fashion, sports, education, technology, the performing arts and more.

     

  • Cadbury Dairy Milk Silk is going all out to encourage consumers to "Say it with Silk" and indulge in the experience

    Cadbury rolls out integrated campaign ‘Say It With Silk’

    By A Correspondent

     

    Cadbury Dairy Milk Silkrecently launched a new thematic TVC, encapsulating the brand’s signature romantic nostalgia – “Kiss me…close your eyes”. The film showcases two young puppeteers craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another ‘Silk’ story of Cadbury Dairy Milk Silk.

     

    The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility.

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”

     

    Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show – when you want to have a Cadbury Dairy Milk Silk, you’ve got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can’t resist a Silk craving.”

     

    ‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand messaging.

     

  • Consumers today love to be connected on the go and are always on the lookout for powerful devices and M5 Lite answers exactly that

    Gionee emphasizes on how the M5 Lite can cause ‘One Stress Less’

    By A Correspondent

     

    Gionee has unveiled a new campaign for the Marathon M5 Lite smartphone. The launch campaign, titled One Stress Less, sheds light on the constant stress in everyone’s life i.e. the stress of low battery. Due to the increasing role of smartphones, the very thought of having a low battery puts people under pressure.Consumers today love to be connected on the go and are always on the lookout for powerful devices and M5 Lite answers exactly that.

     

    Arvind Vohra, Country CEO & MD, Gionee India said, “Big battery smartphones has been a focus for Gionee and the Marathon series has been receiving phenomenal response from the consumers. Battery still remains a huge concern for smartphone users. With Gionee’s innovation and power driven technology, an exceptional battery life and powerful multimedia experience, the Marathon M5 Lite surely ensures better communication and experience. We are sponsoring the Pro Kabaddi League and the campaign is in sync with the sport highlighting the power packed performance of the Marathon M5 Lite.

     

    The campaign has been conceived by And And Brand Partner and will be supported on digital.”The continuous ‘Charger’ chant is a nod to the raiders in Kabaddi. Thus, the stress of low battery is established along with Gionee’s association with Pro Kabbadi League”, says Anand Suspi, Creative Director.

     

    The Marathon M5 Lite is powered by 4000 mAh battery providing a standby time of 450 hrsand a 32.7 hrs of talk time. The 4G LTE enabled smartphone supports Dual 4G SIMs along with OTG connectivity. The device is inbuilt with a smart power consumption system especially under Extreme mode; it can provide a talk time of 3 hours and standby time of upto 32 hours even if there is only 5 per cent of power left. The M5 Lite can be charged comparatively faster and is also capable of reverse charging – it can be used as a power bank to charge other mobiles at the same time.

     

  • Conceptualized and executed by Contract Advertising- Bangalore, the TVC will be supported by print, outdoor and digital

    Contract’s new campaign for Portea underlines the benefits of ‘Healing at Home’

    By A Correspondent

     

    Contract advertising has put out the first commercial for Portea Medical, India’s largest and fastest growing home healthcare company. The campaigntakes an emotive route to demonstrate how a person can heal quicker and in the best possible manner in the home environment, post-treatment in a hospital.

     

    “While medical treatment can be obtained in a hospital, it is widely acknowledged that a patient heals best at home, under the care of a home healthcare professional, and around the people that patients are most comfortable with. At Portea, we see this happening every day and have had the privilege of serving nearly 100,000 patients in the last two and a half years ago, since we launched our operations. Through this campaign, we look forward to reaching out to many more Indian families and continuing to bring care and support to those in need,” said Kavita Chowkimane, GM – Marketing, Portea Medical.

     

    Conceptualized and executed by Contract Advertising- Bangalore, the TVC will be supported by print, outdoor and digital. The TVC is being broadcast during prime time has been produced by Equinox Films.

     

    Ashish Chakravarty

    Commenting on the commercial, Ashish Chakravarty, National Creative Director, Contract Advertising said, “We often notice that caregivers become the closest confidants of patients. It’s an unusual relationship that has no name. We wanted to focus on the emotional part of caregiving rather than the clinical side, one so often sees in healthcare advertising. It’s a beautiful story of a Portea nurse who knows how to use the comforts and routines of a home to gently nudge a person towards recovery.”

     

  • The campaign featured five graphics – all depicting five different people in their usual jobs, but when you tap on the image, it turns into the person’s other side

    Quasar develops unique campaign for John Player Jeans

    By A Correspondent

     

    Digital marketing agency Quasar has developed a unique digital campaign – #JPJFlipographs using the simple twitter image enlarging protocol to ingrain the idea of being multifaceted. The creative digital team of Quasar created a record by publishing the world’s first ever Flipograph on twitter for its client John Player Jeans. This campaign blends in beautifully with the brand’s thought which encourages the concept of being multi faceted that today’s generation is so well adept at.

     

    The campaign featured five graphics – all depicting five different people in their usual jobs, but when you tap on the image, it turns into the person’s other side. So a banker working on his computer changes to a DJ spinning a track, a scientist studying on a microscope transforms into an explorer looking for the perfect shot from his camera, a lawyer changes to a choir conductor etc. The campaign managed to grab eyeballs as the Twitter verse connected with the ideas instantly.

     

    Saugata Bagchi

    Commenting on the campaign, Saugata Bagchi, India Head, Quasar said, “It’s seldom that a story is portrayed so beautifully with the help of technology, and this campaign is one such brilliant instance. We are happy that our creative work made an impact.”

     

     

     

    Atul Chand

    Speaking about the campaign, Atul Chand, divisional chief executive, ITC’s Lifestyle retailing business division, says, “JPJFlipographs created by the very efficient digital team at Quasar is another initiative by John Players to bring technology and fashion together in a meaningful way. The campaign beautifully integrates the brand message with digital innovation creating multi-fold conversations. John Players Jeans has been pushing the envelope to be cutting edge in terms of products portfolio as well as using newer engagement platform to connect with the youth.”

     

  • Gurgaon-based PayUMoney, that offers digital payment solutions, has recently seen its customer base soar to over 8 million customers

    JewelHub partners with PayUMoney to offer simplified payment options

    By A Correspondent

     

    JewelHub has tied up with PayUMoney to offer simplified payment options to its users and exclusive benefits to PayUMoney users.

     

    “As part of the deal, Jewel Hub would work-out exclusive discounts for PayUMoney users from time to time,” said Bhavin Mehta, co-founder and director of JewelHub.

     

    Gurgaon-based PayUMoney, that offers digital payment solutions, has recently seen its customer base soar to over 8 million customers.

     

    PayUMoney had in the past also indicated that it was looking to increase its merchant customer base to 5 lakh by October 2016 and its wallet customers grow fourfold to about 30 million.

     

    Jewel Hub, that has set a revenue target of Rs 60-70 crore over the next 18-24 months, is planning to open a few stores at select locations to give its customer a touch and feel about their products.

     

    With an array of new designs uploaded online every week, the pricing at Jewel Hub for diamond studded rings start from Rs. 7,850/- while earrings start from Rs. 8,850/- and pendants from Rs. 3,500/- with an option to customize the same in various diamond clarity and colour options.

     

     

  • Film conceptualized, produced and shot by Brave New World Communications

    Brave New World’s diverse ode to the The Roadster Life

    By A Correspondent

     

    Myntra’s outdoor apparel brand The Roadster Life has launched a new TV commercial. This film has been conceptualized, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, who had been tasked with carving out a niche The Roadster Life Co.

     

    The film was released on Facebook & YouTube on the 27th of January and has been received positively so far. The video has been viewed more than 15 million times and shared more than 8100 times. The film went on air on February 5.

     

    The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the products’ deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

     

    “The challenge was to make Roadster relevant in an increasingly crowded category,” said Joono Simon, CEO and Chief Creative Officer at Brave New World. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life,” added Joono Simon.

     

    The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.