MxMIndia

Category: MARKETING

  • The ads have been created in Hindi, Tamil and Telugu to leverage the increasing preference for the rich idiom of the local languages

    Murugappa Group unveils new brand campaign

    By A Correspondent

     

    Murugappa Group launched a new tri-lingual brand campaign continuing their successful format of eight different films featuring major brands of the Group. The ads have been created in Hindi, Tamil and Telugu to leverage the increasing preference for the rich idiom of the local languages.

     

    The campaign theme is ‘Together, let’s prosper’ and in Hindi ‘Jud Kar Badhein’, rooted in the prevailing mood of progress. The campaign objective is to move brand initiatives to the next level, i.e. to progress from ‘recognition’ to a ‘connect’.

     

    The films depict slice-of-life narrations of Indians and their aspirations: an educated farmer in Amalapuram, a taxi driver buying his first new car, a first-generation entrepreneur in Coonoor, soon-to-be-parents buying their first house in Ahmedabad and other similar people-scenarios. Murugappa Group and their products/services feature as an integral part of these stories in helping them realise their dreams.

     

    The TV campaign would be supported with promotions on digital media, radio and movie theatres in select cities over a longer period.

     

  • Maxus and IoTBLR will work together with their brands in building new products and consumer engagement solutions

    Maxus announces partnership with IoTBLR

    By A Correspondent

     

    Global marketing communications consultancy, Maxus has announced a new partnership with the IoTBLR Foundation for Pervasive Computing (IoTBLR).

     

    IoTBLR is a leading IoT (Internet of Things) focused meet-up group. IoTBLR was founded as an open community by NihalKashinath with a vision to grow awareness on IoT, empower individuals and organizations to build connected products, and create impact by leveraging pervasive computing solutions. Today IoTBLR has entrepreneurs, working professionals, students, researchers, investors, journalists, hobbyists, etc. as its members. Members can attend workshops/talks/hackathons, work together on IoT projects, share equipment and resources, build IoT solutions and startups, and generally stay updated about the latest developments in the connected world.

     

    Maxus and IoTBLR will work together with their brands in building new products and consumer engagement solutions.

     

    Talking about the partnership, Nihal Kashinath, Founder, IOTBLR said “We are very excited about working with Maxus and look forward to co-creating more campaigns and product prototypes that have rarely, if ever, been conceptualized before. We bring in a lot of technological firepower around the Internet of Things, wearable tech, virtual and augmented reality, rapid prototyping, etc as well as a massive developer network from which to crowd-source ideas plus expertise. To put these to work in the context of a brand’s story is terribly exciting for us. There is a symbiotic relationship between creative campaigns and bleeding-edge technologies, and from our interactions so far with the Maxus team, we can confidently say that this partnership is going to push creative technology to stratospheric levels (possibly literally). So get ready to see futuristic tech come alive today”.

     

    Unny Radhakrishnan, Chief Digital Officer, Maxus said “We have been working with IoTBLR for some time now and it is a great learning experience. We had earlier launched Maxus Metalworks, our R&D lab, to work in the areas of emerging technologies and completed a couple of projects. Our teams have been conducting specialized workshops for some of our clients as well. This new partnership will help us keep our pace in understanding technology and leverage it for marketing and consumer services”

     

  • Maxus and IoTBLR will work together with their brands in building new products and consumer engagement solutions

    Maxus announces partnership with IoTBLR

    By A Correspondent

     

    Global marketing communications consultancy, Maxus has announced a new partnership with the IoTBLR Foundation for Pervasive Computing (IoTBLR).

     

    IoTBLR is a leading IoT (Internet of Things) focused meet-up group. IoTBLR was founded as an open community by NihalKashinath with a vision to grow awareness on IoT, empower individuals and organizations to build connected products, and create impact by leveraging pervasive computing solutions. Today IoTBLR has entrepreneurs, working professionals, students, researchers, investors, journalists, hobbyists, etc. as its members. Members can attend workshops/talks/hackathons, work together on IoT projects, share equipment and resources, build IoT solutions and startups, and generally stay updated about the latest developments in the connected world.

     

    Maxus and IoTBLR will work together with their brands in building new products and consumer engagement solutions.

     

    Nihal Kashinath

    Talking about the partnership, Nihal Kashinath, Founder, IOTBLR said “We are very excited about working with Maxus and look forward to co-creating more campaigns and product prototypes that have rarely, if ever, been conceptualized before. We bring in a lot of technological firepower around the Internet of Things, wearable tech, virtual and augmented reality, rapid prototyping, etc as well as a massive developer network from which to crowd-source ideas plus expertise. To put these to work in the context of a brand’s story is terribly exciting for us. There is a symbiotic relationship between creative campaigns and bleeding-edge technologies, and from our interactions so far with the Maxus team, we can confidently say that this partnership is going to push creative technology to stratospheric levels (possibly literally). So get ready to see futuristic tech come alive today”.

     

    Unny Radhakrishnan

    Unny Radhakrishnan, Chief Digital Officer, Maxus said “We have been working with IoTBLR for some time now and it is a great learning experience. We had earlier launched Maxus Metalworks, our R&D lab, to work in the areas of emerging technologies and completed a couple of projects. Our teams have been conducting specialized workshops for some of our clients as well. This new partnership will help us keep our pace in understanding technology and leverage it for marketing and consumer services”

     

  • The company signed a deal to this effect with the Board of Control for Cricket in India (BCCI) earlier this week

    PepsiCo gets back on pitch with 4-year deal, sponsor for all ODIs & Tests

    By Ratna Bhushan

     

    NEW DELHI: Just four months after exiting the Indian Premier League (IPL)as title sponsor, PepsiCo is back on the cricket pitch by bagging a four-year contract to become a ground sponsor for all one-day international and test matches to be played in India.

     

    PepsiCo signed a deal to this effect with the Board of Control for Cricket in India (BCCI) earlier this week, said officials who were directly aware of the development.

     

    The maker of Pepsi cola and Lay’s snacks plans to display its sports drink brand Gatorade prominently on the ground, company officials said.

     

    A formal announcement is expected over the next few days. Neither PepsiCo nor BCCI divulged financial details of the deal. “We continue to remain committed to sports in India,” a PepsiCo spokesperson said. “Recently, we were the exclusive beverage sponsor for the All-Star cricket series, we associated with soccer through the ISL’s soccer league and were also the beverage sponsor for the Champions Tennis League started by Vijay Amritraj. Having said that, our association with cricket has become synonymous over the last few years,” the spokesperson said.

     

    PepsiCo had in October last year terminated its five-year contract as title sponsor for the IPL two years ahead of schedule on ethical concerns after a series of match fixing and betting scandals hit the cash-rich Twenty20 tournament, which ultimately led to suspension of two popular teams, Chennai Super Kings and Rajasthan Royals, for two years.

     

    Chinese mobile phone maker Vivo has replaced PepsiCo as IPL title sponsor for two years. An official directly aware of the development said, “PepsiCo is keen on cricket and it has picked up one of the sponsorship slots for cricket to be played in India. The firm disassociated itself with the IPL on ethics ground but it was clear it would return to cricket on other platforms.”

     

    Basabdatta Chowdhury, chief operating officer of media buying firm Starcom Mediavest, said: “Cricket is a natural pull factor; specially for marketers with a youth male audience the sport is an obvious choice, given the following it has in the country.”

     

    PepsiCo had committed Rs 396.8 crore as fee for title sponsorship of IPL for the period 2013-2017.

     

    Mid last year, mobile payments and ecommerce company Paytm had taken BCCI’s title sponsorship rights for Rs 203.28 crore, for a four-year period till 2019 for all domestic and international cricket matches.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium

    Rajnigandha celebrates brand success in new campaign

    By A Correspondent

     

    Rajnigandha has launched a new campaign captioned “KuchKarAisa, Duniya Banna ChaheTereJaisa”.The new campaign reinforces and strengthens the key concept of success which has always underlined brand messaging for Rajnigandha. The latest campaign underlines the fact that the ultimate accolade is the one where success itself inspires others to reach new heights. The film focuses on successful protagonists in various fields of literature, music, sports, business and architecture, who with their sheer brilliance and recognitionhave become a source of inspiration to others.

     

    Commenting on the campaign, Prasoon Joshi, Chairman, Asia Pacific; CEO & Chief Creative Officer, McCann Worldgroup India, said, “Rajnigandha as a brand was always about evolving to the next level. The campaign back in 2004 revolved around the success of the protagonist, while keeping Indian pride and values in mind. The second phase took the key thought of success to the next level; where it wasn’t only about achieving success but just as important to help and enable the success of those around you. Finally, the latest campaign is about inspiration – where the protagonist, instead of becoming an object of envy, has risen to inspire those around him.”

     

    Rajeev Jain, Associate VP, Marketing, DS Group, added“Through this campaign, we want young India to get motivated by their Idols and try to be like them. Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades. It will now redefine the leadership aspect as well. The new theme is a paradigm shift to a new class of successful Indians who inspire, as they reach the pinnacle of success.”

     

    The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium.

     

  • Britannia Filmfare Awards 2016 brings smiles across miles through a unique on-ground activation

    Social Street leverages awards platform for unique activation initiative

    By A Correspondent

     

    The Social Street conceptualized and executed a unique activation for Britannia Good Day by leveraging their tie up with the 61stFilmfare Awards 2016.The task at hand was to bring alive the brand’s tagline “It’s a Smile that makes a Good Day” through an impactful on-ground activation.

     

    Good Day did a massive re-launch campaign to communicate the change in its visual identity and brand idea. The Social Street came on board to make the brand experience come alive for consumers by reinforcing its association with smiles. The idea was to create an activation experience that brought smiles for everyone who participated in the on-ground activity. It was further extended by creating content for the digital medium and promoting it to a far larger audience. The digital amplification helped the brand reach far and wide and also spread many more smiles across a broader audience.

     

    With the help of technology, the brand helped the Bollywood actors present at the red carpet connect with kids studying in NGO run schools. The stars were asked to spare a few minutes and smile at a kiosk screen which measured the wideness of their smiles in points. These points were then converted into cookies for onward distribution to the kids. The kiosk additionally dispensed pictures of these school kids which were autographed by their favorite stars. The stars even gave out messages. All this was shown to the kids real time through live streaming. Post the activity, cookies alongwith some goodies were distributed to these kids.

     

    Commenting on the activation, Deepak Singh, Chief Creative Officer, The Social Street said, “In all my years of working in the industry I haven’t come across a client who has shown so much trust and confidence in an idea that we get a go ahead simply on the strength of the same. That also means additional pressure on the agency, but the true reward at the end of it all is seeing everyone smile!”

     

    Sunay Bhasin, Category Manager – Premium Indulgence, Britannia industries Ltd, “We had a great platform in form of Filmfare Awards that we wanted to leverage to create something magical that delivers the brand Good Day’s idea of Smiles in an endearing fashion. While the video has crossed 2 Mn views but it’s the huge thumbs up we got from consumers which has delighted us in the form of likes, shares and comments. In partnership with The Social Street, the work we’ve done thus far for the brand in the form of on-ground activations and taking them to digital audiences is really creating a lot of buzz and positive mentions towards building brand affinity amongst consumers. All our activations, be it the slide at a metro station and now with the kids, has helped us create much liked content!”

     

  • New Ad campaign features Jaya Bachchan and Amitabh Bachchan

    Kalyan Jewellers unveils Apoorva Diamond collection with new campaign

    By A Correspondent

     

    Kalyan Jewellers has launched Apoorva, the new diamond collection. The collection is being highlighted in a new advertising campaign featuring brand ambassadors Jaya Bachchan and Amitabh Bachchan. The Apoorva collection comprises of choker, necklaces, quintessential for brides to be, besides celebrating traditional occasions and festivities. These necklaces are created using a traditional canvas of organic motifs and a labyrinth of diamonds. The collection is priced between Rs. 5 lakh and Rs. 10 lakh. Customers will be offered 90 per cent cash back and 100 per cent buy back in exchange for this range of jewellery.

     

    The ad campaign announcing the launch features Jaya Bachchan and Amitabh Bachchan as grandparents. The concept builds on the premise of a grandmother’s reluctance to consider diamond necklaces for the granddaughter’s reception, which is based on her belief that a ‘large set’ will not be available for her budget of Rs. 5 to 10 lakh. However, at the KalyanJewellers’ showroom the grandfather (Big B) picks an Apoorva diamond necklace which stands out for its grandeur and brilliance and, also within the budget – much to the delight of everyone, including the grandmother.The TVC will also be aired in Hindi and in regional languages like Tamil, Malayalam and Telugu. The regional launguages script is tweeked to include the local brand ambassadors ManjuWarrier, Prabhu and Nagarjuna.

     

    Ramesh Kalyanaraman, Executive Director Marketing and Operations of Kalyan Jewellers said, “Every woman desires a diamond necklace for her wedding, and Apoorva fulfills the distinct needs of every woman by offering a compelling collection which is intricately crafted and completes the wedding trousseau.”

     

  • The new TVC features Panasonic’s Brand Ambassador Katrina Kaif

    Panasonic assures ‘A better life’ in new campaign for its AC range

    By A Correspondent

     

    Panasonic India has launched its new campaign communicating how its Life Conditioner gives one healthier, smarter and faster air. Themed – ‘A Better Life, A Better World’, the campaign resonates the company’s commitment to improve the quality and the standard of living, creating a better world for the entire community to live in.

     

    The new range of air conditioners enhances the consumer experience by providing them with prerequisites cooling features and empowers them with the latest Japanese technology. LifeConditioner is the amalgamation of the healthier, smarter and faster technology. Panasonic Life Conditioners are equipped withNanoe-G & PM 2.5 Air Purification which eliminates airborne particles and serves purer air in your home.

     

    The advertising campaign features Panasonic’s brand ambassador -Katrina Kaif who has a strong youth appeal which connects with the brand’s techno-savvy consumers looking for products with global standards.

     

    The campaign gives an insight into the life of consumers across Indian geographies taking a closer look at the need for cool and pure air that can help them have a healthier lifestyle.  With this campaign, Panasonicaims to establish a strong connect with its audiences by showcasing the smart innovations which make for ‘A Better Life, A Better World’.

     

    Announcing the new campaign, Sarthak Seth, Head -Brand & Marketing Communications, Panasonic India, said,“We are truly excited to launch our new AC campaign as it is in line with our commitment towards creating ‘A Better life, A Better World’. Panasonic has always ensured on pursuing a better life for each individual customer with its products across spaces and fields, such as the home, the community and in business. The new TVC brings alive the essence of pure air and highlights the ‘Healthier, Smarter & Faster’ technology of Panasonic LifeConditioners.”

     

    Sartajof Saints & Warriors said, “The story attempts to give an insight of consumers across Indian geographies seeking technology which satisfies their need for a faster, healthier and smarter technology in ACs. Katrina Kaif brings credibility and freshness to the otherwise serious technology product offering. The story-telling ensures that the characters are a reflection of the Indian consumers’ mindset.”

     

  • To herald a new wave in entertainment and sports through digital marketing

    Marketing & advertising ecosystem Digi Osmosis launched

    By A Correspondent

     

    After a successful stint with Hungama and Red Chillies, marketing veteran Manish Kumar has launched Digi Osmosis, a marketing and advertising ecosystem that helps brands be future-ready in digital. Through digital innovations, content, engaging fans and followers and helping connect influencers via their preferred platform and technologies in the space of sports and entertainment, Digi Osmosis aims to provide a complete digital solutions package, not only driving content but become creators.

     

    Manish has over eight years of experience in being an instrumental front runner in driving innovations and creating never-before-seen business opportunities for the Indian entertainment and sports industry in the digital space.

     

    Digi Osmosis’ goal is to become the best digital consultants, providing high quality end-to-end solutions for the online ecosystem. Exuding knowledge in technology, marketing and digital industry and also acting as the nucleus connecting the arms of sports, entertainment and technology brands, the agency uses simple strategies and easy communication options to create digital assets for their clients through multiple ways. It integrates with systems and digital assets like media buying, viral marketing, social media marketing and using analytics efficiently to predict trends and create content in an organic manner.

     

    Digi Osmosis empowers influencers to become a direct source of media, connecting personalities to their followers through creativity, innovation and content. They enable strategy by leveraging existing properties like co-branded content, 4G, DTH, gaming, technology partnerships and many more. They believe the future is an integrated digital economy, one that is ever expanding and all-encompassing. The lines are increasingly becoming blurred and soon, there will be no difference between offline and online.

     

    Manish Kumar

    Talking about the development of Digi Osmosis, Founder, Manish Kumar, said, “It’s simple…we understand digital and technology. We are constantly exploring new ways to exploit the digital landscape and simplify it for both the clients and the consumers. Through this company, we aim to create content that engages the fans and appeals to them and marry innovation through technology by partnering with the best tech gurus in the business. We are young, passionate and think new! We don’t just dream, but we back it up with numbers. Our backbone is analytics, and we tailor solutions according to the figures. Digital is in our blood. And we bleed ones and zeroes.”

     

  • The TVC reinforces the promise of a strong bond that binds people to their culture, strengthening Fevicol’s positioning of being the ultimate adhesive

    Bonding takes a new meaning in Fevicol’s latest campaign

    By A Correspondent

     

    Fevicol has rolled out a new ‘Govinda’ themed TVC based on ‘dahi-handi’ celebrations to reinforce universal bonding that Fevicol has come to stand for.

     

    Conceived and developed by Ogilvy & Mather, the TVC highlights how a strong bond and teamwork are central to forming the several-storey high human pyramid that characterizes ‘dahi-handi’ celebrations. Through the trademark ‘humour’ thatFevicol ads are known for, the TVC reinforces the promise of a strong bond that binds people to their culture, strengtheningFevicol’s positioning of being the ultimate adhesive.

     

    Piyush Pandey Executive Chairman and Creative director, Ogilvy & Mather – South Asia says, “Fevicol has always stood for ultimate bonding.  Bonding beyond its physical manifestations, bonding of culture and humanity.The new film takes the festival of Govinda (Lord Krishna’s birthday) which is celebrated across the country by people making human pyramids to climb and break the clay pot which is symbolic of Lord Krishna stealing buttermilk from the Gopis (or Gopikas which in Sanskrit refers to a person in charge of a herd of cows). Fevicol in its tongue and cheek humour has created a hyperbole by making a pyramid that can even move from one location to the other.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Over the years, Fevicol has established itself as an iconic brand that has become synonymous with forging a strong bond. Fevicol has embedded itself in Indian consciousness and culture and is now part of everyday lingo. The new TVC reflects this generational bond and affinity that the people of India have for Fevicol.”

     

  • Babita Baruah on what's causing the change in India, a topic she discussed at Harvard Business School recently

    Three factors causing a seismic shift in marketing and communications

     

    By Babita Baruah

     

    It was a rare sunny day in snowy Boston when I walked down the corridors of Harvard Business School. I was a speaker for the India Conference 2016 in February, that saw personalities  celebrities like Shashi Tharoor, Karan Johar, Kamal Hassan, Chanda Kochhar, Chef Vikas Khanna and many others share their views on India in transition.

     

    The marketing panel that I was a part of, was about making sense of a billion minds. It was an opportunity for me to speak about the three factors that, in my view, are causing a seismic shift in marketing and communications today. They are:

    1. Retail Infrastructure: Marketers are confident investors today because of the rise of retail. From malls to e-commerce that delivers to the remotest doorsteps. Along with improved media measurement tools, there is scope for better resource management and relatively-reduced wastage of goods and spends.This has resulted in a strong market. With multiple players that are breaking the strongholds of their predecessors.

     

    2. Media Explosion: I still remember the days my sister and I went to our neighbour’s house every Sunday to watch TV. Every programme is imprinted in my mind. There was hardly any choice then. We remembered everything we heard or saw or felt. Today, we have more than a thousand channels. Free content that brands have to vie with, in their communication. That smartphone in the hands of over 200 million people — that is the window of information, connection and entertainment and has helped the nation leapfrog to Web 2.0 and the Social Age. In this context, brands cannot restrict communication strategy to the tried and tested, but have to make unexplored moves in both creativity and ways of engagement.

     

    3. The Changing Mind: Our growing up years were about consumption being a social embarrassment. It was not something we flaunted. The Ambassador car was a sign of the times and of our mindset. We couldn’t go faster, even if we wanted to. Today, we are a nation of risk takers, tearing down the social fabric of family and tradition. Moving cities, investing in ourselves – all this leads to the forging of new ties. We are increasingly being connected by culture and technology as an enabler. Therefore, the expectation of people from brands today is way more than just an ad. It is about what the brand is giving me; how is the brand engaging with me; is there a platform where I can express myself, is there an issue being addressed that makes my life better, and such concerns. It is a challenging environment for brands. But in that challenge also lies potential — the meeting point of proposition, culture and technology. An exciting time indeed, for marketing today.

     

    Babita Baruah is Senior Vice President, J Walter Thompson. The views expressed here are her own, and do not reflect the views of her organisation. This article first appeared in dna of brands dated February 22, 2016

     

  • The company currently has more than 10,000 employees across India with over 100 Indian employees at its Gurgaon headquarters and is working with 10,000 retailers in 400 cities across 22 states

    Lowe Lintas Delhi wins creative mandate for Vivo Mobile India

    By A Correspondent

     

    Having won the rights to partner the Indian Premier League (IPL) for 2016 & 2017 as Title Sponsor, Vivo Mobiles, the third largest mobile handset manufacturer in China, has appointed Lowe Lintas Delhi as its creative partner. The agency is tasked with the communication mandate for the smartphone major during the IPL season this year.

     

    Vivo Mobile India would be using the opportunity to launch a host of new smartphones around the IPL. This would be in addition to a range of models under the X, V and Y Series that have already been launched in India and have met with an overwhelming customer response. The 45-day grand cricketing spectacle will help brand Vivo gain scale as millions of viewers would be tuning in to watch the most celebrated cricket league in the world.

     

    Alex Feng

    On appointing Lowe Lintas Delhi, Alex Feng, CEO, Vivo Mobile India said: “Lowe brings two important things to the table: their vast experience in mobile category and their strong credentials in building powerful brands. We are confident that this partnership on IPL will be fulfilling. We met a few agencies, and the Lowe Lintas Delhi team, led by Rajiv Chatterjee, stood out. We have high expectations with the IPL association and are confident that we’ve found the right agency partner.”

     

    Naveen Gaur

    Commenting on the new business win, Naveen Gaur, President, Lowe Lintas Delhi said, “We are very excited to work with Vivo. They have declared their ambition in India by taking up the IPL Title Sponsorship. With our prior experience in handling mobile players, we are confident that we will be able to create cut-through work to firmly entrench this brand in an incredibly competitive landscape of mobile handsets.”

     

    Since its foray in India over a year ago, Vivo Mobile India has built a sizeable presence in the country. Operating in the smartphone category, Vivo is known to offer the best Hi-Fi music experience in the market along with a few other prominent features. The company currently has more than 10,000 employees across India with over 100 Indian employees at its Gurgaon headquarters and is working with 10,000 retailers in 400 cities across 22 states. The brand has about 30 service centres across India and hopes to cross the 200 figure mark by the end of 2016.