MxMIndia

Category: MARKETING

  • Intex, the leading mobile handset and consumer durable manufacturer, bid successfully for the Rajkot Franchise earlier this year and christened its new team Gujarat Lions

    Intex appoints Publicis to handle Gujarat Lions

    By A Correspondent

     

    Intex Technologies has appointed Publicis to build the brand identity of Gujarat Lions, its maiden foray into cricket’s biggest extravaganza – IPL. Intex, the leading mobile handset and consumer durable manufacturer, bid successfully for the Rajkot Franchise earlier this year and christened its new team Gujarat Lions.

     

    Keshav Bansal

    Keshav Bansal, Owner, Gujarat Lions & Director, Intex Technologies said, “We are pleased to appoint Publicis as our creative partner for Gujarat Lions. This is indeed an exciting and rare opportunity to build a new team identity quickly to compete with the more established teams in IPL.”

     

    “Integrating Gujarat Lions with our parent brand, Intex will help in cross-leveraging the strengths and create a strong brand recall amongst consumers,” he further added.

     

    Hemant Misra

    Hemant Misra, CEO Publicis Capital commented “This is a rare opportunity for us. Till now we have done many IPL campaigns for brands but to handle an IPL team is a completely new experience. It will be an understatement to say we are excited, I am already having trouble assigning this internally since everyone wants to work on this brand. We look forward to helping Gujarat Lions create a unique identity for itself in the star studded IPL galaxy.”

     

  • Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a 'never have I ever' moment

    ‘Never Have I Ever moment,’ proclaims Fastrack in its latest campaign

    By A Correspondent

     

    Fastrack has unveiled a three-film campaign, ‘Never Have A Never Have I Ever’ that hit the screens on 20th February, 2016.

     

    Fastrack’s latest campaign is a reflection of the way the youth lead their lives in the face of constant pressure to do something worthwhile and different. These quirky yet relatable commercials show the youth living up to these expectations in their own creative way. They don’t take setbacks or themselves too seriously and handle the lemons that life throws at them, in the best way they know how. Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a ‘never have I ever’ moment.

     

    Sharing his thoughts on the latest campaign, Hemal Panchamia- Marketing Head, Fastrack says, “As a brand we encourage our audience to look at the lighter side of things. In true Fastrack style, our latest three-film campaign is quirky, relatable, fun and unapologetic. The campaign redefines certain social causes in the language of today’s youth, encouraging them to chill out and lead interesting lives.”

     

    Speaking about this campaign, Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas says, “It’s always fun to work on Fastrack but we had an especially great time conceptualizing and executing this campaign.  Coming up with situations for these films didn’t feel like work at all. It felt like one long party, sitting around with friends, recalling or making up crazy stories. The director, Vishwesh of Corcoise Films brought his own quirky vibe to the table and we’re very happy with how the films have turned out”

     

  • Patanjali Ayurved injects new life into herbal market, helps rivals sell more personal care products

    Jai Patanjali! Jai Herbal!

     

    By Sagar Malviya & Neha Tyagi

     

    MUMBAI: In a short span of time, Patanjali Ayurved has not only made a name for itself among Indian consumers, but also fuelled expansion of the herbal products market and helped rivals sell more home and personal care products, grabbing share from MNCs.

     

    The Baba Ramdev-led company’s sales jumped 64 per cent to Rs 731 crore in the six months ended December and rivals Dabur and Himalaya grew in double digits in a consumer products market that expanded barely 6 per cent, according to IMRB data. The figures exclude commodity products such as ghee and atta.

     

    What’s helping these firms is a growing preference for Ayurvedic products known for natural ingredients and health benefits. In addition, herbal products are cheaper.

     

    “Patanjali has registered a near-80 per cent growth in penetration, which is about 5 per centage points on an absolute level, in one year,” said K Ramakrishnan, general manager, IMRB Kantar Worldpanel.

     

    “The first wave of growth came from personal care products only, but the recent growth has been driven by homecare and food and beverages, which still has a smaller base,” said Ramakrishnan.

     

    Patanjali started in 1997 as a small pharmacy in the holy town of Haridwar to make healthcare products and was incorporated in 2006 as a company to sell personal care, food and beverage products through its own outlets. The company expanded its reach from 200 Patanjali outlets in 2014 to 5,000 franchise stores currently and launched more than two dozen mainstream FMCG products as none of the existing herbal players catered to categories such as noodles, oats and detergents.

     

    In October last year, Patanjali formed a marketing partnership with Future Group, which will offer over 300 of its products in 77 categories through stores such as Big Bazaar in about 250 cities. Four months after partnering with Future Group, the country’s largest retailer, Patanjali products have cornered a 7-12 per cent share in categories such as detergents, toothpastes, soaps and shampoos at Big Bazaar stores. In food products including oats, noodles and honey, the share gains are 7-37 per cent, according to Dunnhumby, a UK-based research company that has tied up with Future Group for data science.

     

    Patanjali has grabbed share from non-Ayurvedic companies. While the growth of Ayurvedic brands in the face wash category increased to 50 per cent from 36 per cent earlier, the growth of non-Ayurvedic brands eased to 16 per cent from 21 per cent a year ago. The share of market leader Himalaya remained unchanged at 35 per cent as Patanjali gained 7 per cent share.

     

    In shampoos, sales of Ayurvedic brands more than doubled to 194 per cent, while for multinational companies, it declined to 15 per cent from 21 per cent earlier. Categories such as chyawanprash, amla and aloe vera juice saw growth double to 42 per cent, with Dabur retaining its 53 per cent market share.

     

    “This unusual phenomenon of consumer products market disruption is rare as brand erosion or loyalty for well-established brands generally doesn’t happen so quickly,” said Devendra Chawla, president, food and FMCG, at Future Group.

     

    Patanjali products were purchased by about 21 per cent of Future Group shoppers in January compared with 2 per cent in October. “While Ayurveda brands were always there, the entire category has now arrived with a bang, thanks to heightened awareness benefiting the overall ecosystem,” Chawla said.

     

    Patanjali attributes its success to consumer shift from non-Ayurvedic brands owned by multinationals to Indian herbal companies. Its products are on average 15-20 per cent cheaper than the competition and several rival companies have been running offers and promotions to compete with them.

     

    “Other Ayurvedic companies are coming up with good quality products at even cheaper prices, which is ultimately doing good. The country is huge and the FMCG market is so large that we may not be able to provide for everyone,” said Acharya Balkrishna, managing director at Patanjali Ayurved, adding that the company has almost met its sales target of  Rs 5,000 crore for the financial year ending March 2016, more than double the revenue of Rs 2,000 crore in 2014-15.

     

    Hindustan Unilever’s net sales increased 10 per cent to more than Rs 30,000 crore in the previous financial year and Colgate-Palmolive (India) sales rose 12 per cent to Rs  3,955 crore.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • Asia Cup is a premier cricketing events which feature the top five cricket teams of the continent – India, Pakistan, Sri Lanka, UAE and Bangladesh

    Micromax unveils Asia Cup trophy

    By A Correspondent

     

    Micromax has unveiled the new trophy for Asia Cup which will be awarded to the victorious team on 6th March 2016. Representatives of the participating teams – MS Dhoni from Indian cricket team, Bangladesh’s skipper Mashrafe Bin Mortaza, Amjad Javed, UAE Captain, Lasith Malinga from Sri Lankan team along with Shubhajit Sen, Chief Marketing Officer, Micromax Informatics were present to unveil the glorious trophy.

     

    Commenting on the unveiling of the trophy, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said “Cricket transcends across boundaries and we are happy to connect consumers to cricket by providing them with the thrilling experience of Asia Cup 2016 in T-20 format for the first time. We wish the participating teams a great luck to win the magnificent trophy which is worth competing for.”

     

    Asia Cup is a premier cricketing events which feature the top five cricket teams of the continent (India, Pakistan, Sri Lanka, UAE and Bangladesh) battling to secure the title of Champions of Asia. One of the most exciting and awaited cricket events of the year, Micromax T- 20 Asia Cup 2016 will be hosted by Bangladesh this year and the series is scheduled to kick off from 24th February to 6th March 2016. Star India is the official media rights holder for the Asia Cup tournaments. The tournament will also be fitting pre-cursor to the World T-20, which will be held in March, in India.

     

  • The difference between the video last year and now is that the first one emphasized gender inequality as seen by two women but in the current video it shows the perspective of a man, a father

    Ariel calls out to Dads to ‘Share the Load’

    By A Correspondent

     

    The Ariel Share the Load campaign has become a voice to empower women at home. Last year the campaign, brought to light the debate of whether laundry is only a woman’s job, and built a social movement inviting men to #ShareTheLoad. Taking a step further, this year Ariel will strive to empower the Indian woman of today and more importantly, the woman of tomorrow, to ensure that men set the right example that is getting carried from generation to generation declaring a clarion call for Dads to #ShareTheLoad.

     

    Campaign by BBDO encourages men to help their wives do the laundry has gone viral online and has been trending social media platform. Within four days of its release, the video has managed to get more than 3 million views.

     

    The difference between the video last year and now is that the first one emphasized gender inequality as seen by two women but in the current video it shows the perspective of a man, a father.

     

    Josy Paul – Chief Creative Officer, BBDO India – said, “Share the Load is not just a campaign, it’s a movement for change. By raising a mirror to society, the brand is seeking a better world where there’s equality in household chores, specially laundry. We were looking for a deeper message. We felt there’s a need for a bigger story of self-examination, realization and reconciliation. We were looking for something with greater empathy and authenticity… something that more people could relate to. That was our big thing… to create greater understanding and genuine change. The movement going forward will have more elements to help drive behavioural change in the area of laundry. It’s all very exciting.”

     

  • Dettol Gold – an innovative product solution offering best ever protection against germs and new-age illnesses

    Dettol unveils a more effective ‘Gold’ variant

    By A Correspondent

     

    Carrying on with its legacy of product innovation and commitment towards improving the health and hygiene of consumers, Dettol has launched Dettol Gold, an innovative range which offers 100 per cent better protection against germs and new age illnesses. The range comprises of bar soap and liquid hand wash in two exciting variants – Classic Clean and Daily Clean. The product shields children from germs causing bacteria they encounter every day and also offers a world class sensorial experience.

     

    Talking about the launch, Arjun Purkayastha, Marketing Director – Dettol, Developing Markets at RB, said, “With a history of over 150 years of innovation and as a global leader in consumer health and hygiene, we understand the importance of hygiene and sanitation in the lives of our consumers. Over a period of time we have seen the germs evolve and give rise to new age illnesses. To combat such situation, we require an innovative product solution which is far more superior and our Dettol Gold range offers that 100% better protection against germs and new-age illnesses.”

     

    The Dettol Gold soap bar is available in variants of 50 grams, 75 grams and 125 grams priced at INR 25, INR 38 and INR 62 respectively. On the other hand, Dettol Gold liquid hand was is available as 250 ml pump for INR 86 and 185 ml pouch for INR 46. There is an introductory launch promo offer on the Dettol Gold range.

     

  • Showcases shining example of 13 year old mountaineer Jaahnavi Sriperambuduru

    Dabur’s #AmPrettyTough trends on social platforms

    By A Correspondent

     

    Contract Advertising’s new film for Dabur Gulabari captures how girls grow up with biases and stereotypical judgements based on their looks.

     

    Speaking about the film, Minoo Phakey, Head of Marketing Skin & Salon Business at Dabur says, “Dabur Gulabari speaks to the teenage girl who is suddenly overwhelmed by new choices and vulnerable to people’s opinions and judgements. Dabur Gulabari empowers the young teenage girls to continue to pursue their tough passions without worrying about their skin.” says. “Dabur Gulabari products are perfect for the gentle care needed by this TG, who are as yet uninitiated in the world of cosmetics.”

     

    Dabur Gulabari is a brand which has been around for decades but has repositioned itself as a teenage expert in the last couple of years. Dabur Gulabari has also diversified into various skincare products aimed at its new audience.

     

    Mayur Hola

    “This one is for our daughters. We try as parents to give them an upbringing that allows them to develop as they wish to. Be who they want to be. But ultimately we are to blame for heaping pinks and dollhouses on them. We are the cliché,” says Mayur Hola, EVP and ECD at Contract Advertising.

     

    “The client gave us this opportunity to correct a part of ourselves and I hope a part of the viewing audience with this skin care project. Our first question to each other hence was why should communication for skin care be like communication for skin care? The result is this piece with the help of this impressive young mountaineer we found. Early trends certainly suggest that we might have made an impression. Now to push it even further with our successive efforts,” he adds.

     

    The social experiment has been viewed around 80,000 times on YouTube over a short period of time. The film has been trending on social media with the hashtag #AmPrettyTough.

     

  • The TVC captures this new dynamic and demonstrates how LIC's Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries

    ‘Plans banate raho, zindagi sajate raho’ says LIC in its latest campaign

    By A Correspondent

     

    Taking a fresh route towards communicating their Endowment Policies to the consumers, LIC along with DDB Mudra Group has created new campaign with the positioning ‘Plans banate raho, zindagi sajate raho’.

     

    With this new campaign, the brand intends to showcase its four different products- LIC’s New Endowment Plan, LIC’s Jeevan Lakshya, LIC’s Limited Premium Endowment Plan and Jeevan Labh in a single compelling story, without resorting to the usual narratives of double benefits (Protection and Savings).

     

    Using a young couple as the center of the story, the brand attempts to communicate the deeper understanding of the consumers which the brand is equipped with. The storyline of the TVC has been built around the fact that in today’s progressive society, the partnerships between husband and wife are increasingly equal in nature; where the woman is encouraged and supported to find her own calling by her husband who is instrumental in this shift. The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries.

     

    Sonal Dabral

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “There are many ‘what-if’ moments in the life of a couple. Hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife’s  fears of losing him and yet the husband’s quiet confidence of realizing those dreams no matter what. Thanks to LIC’s endowment plans. I’m sure our audience will be as engaged with this story as we were while creating it.”

     

  • The innovation led to creating extensive and significant buzz around the product

    Posterscope executes high impact innovation for ‘Gear S2’

    By A Correspondent

     

    Samsung’s media agency Cheil along with Posterscope have successfully executed a high impact innovation to celebrate the launch of Samsung Gear S2, a revolutionary smart watch that is loaded with cutting edge features.

     

    As part of the partnership, the key task for Posterscope was to highlight the core features of Samsung Gear S2 by disrupting the OOH landscape. The target audience was SEC A1, A2, A3 male within the 25-44 age bracket, people who are early adopters of technology, lead an active lifestyle and always ready to stay connected. Cheil India developed the concept and creative.

     

    Posterscope recommended the use of LEDs to create an innovative display that would do justice to the objective and serve the required impact. However, it was a challenge to get approvals from the local authorities to use LEDs on billboards since it is not a usual practice in the OOH domain. Meanwhile, the objective also had to be met with seamless execution within strict timelines. The same were overcome with perseverance and sheer grit.

     

    Adding a layer of efficacy to this innovative campaign was a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on specific locations in Mumbai, Bangalore and Delhi NCR to conduct the project. Trade points were the focus in Mumbai while it were the IT parks in Bangalore. Innovation was done at DND toll road, which is a major entry point in the city from Noida.

     

    All this resulted in the flawless execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating extensive and significant buzz around the product. This in-turn led to the desired exposure of the brand around a product launch in a market like India.

     

    Speaking on the campaign, Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “I am extremely honoured to be associated with this campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”

     

  • The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries

    ‘Plans banate raho, zindagi sajate raho’ says LIC in its latest campaign

    By A Correspondent

     

    Taking a fresh route towards communicating their Endowment Policies to the consumers, LIC along with DDB Mudra Group has created new campaign with the positioning ‘Plans banateraho, zindagisajateraho.’

     

    With this new campaign, the brand intends to showcase its four different products- LIC’s New Endowment Plan, LIC’s JeevanLakshya, LIC’s Limited Premium Endowment Plan and JeevanLabh in a single compelling story, without resorting to the usual narratives of double benefits (Protection and Savings).

     

    Using a young couple as the center of the story, the brand attempts to communicate the deeper understanding of the consumers which the brand is equipped with. The storyline of the TVC has been built around the fact that in today’s progressive society, the partnerships between husband and wife are increasingly equal in nature; where the woman is encouraged and supported to find her own calling by her husband who is instrumental in this shift. The TVC captures this new dynamic and demonstrates how LIC’s Endowment Plans offer both savings and security, so one can fulfil their dreams without any worries.

     

    The TVC begins with the couple, cleaning up post a dinner party. The husband appreciates his wife’s cooking skills and as they pack the leftovers and the dishes, he encourages her to start her own restaurant. Intrigued but puzzled by the proposal, the wife starts reacting with a stereotypical response, but stops mid-sentence as she turns and doesn’t find her husband around. The husband then walks in with a chef’s cap, places it on her head and reassures her that in his presence or unfortunate absence, she shouldn’t have to give up on her dreams. The spot closes with the line ‘Plans banateraho, zindagisajateraho’ to bring out the benefit of LIC’s endowment policies in the most impactful, yet simplistic manner.

     

    Sonal Dabral

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “There are many ‘what-if’ moments in the life of a couple. Hopes and dreams and yet a quiet fear of those dreams remaining unfulfilled. This forms the core of the film brought to life in a simple but nuanced story of a husband dreaming up plans for his wife, the wife’s  fears of losing him and yet the husband’s quiet confidence of realizing those dreams no matter what. Thanks to LIC’s endowment plans. I’m sure our audience will be as engaged with this story as we were while creating it.”

     

  • The activation involved students participating in a physically exhausting game thereby showing the importance of staying hydrated

    MyCollegeFest activates 100 colleges with Tata Gluco Plus energy

    By A Correspondent

     

    New age digital media-tech company Graphene Media has been recently mandated to execute a first of its kind activation for NourishCo’s Tata Gluco Plus (TGP) in more than a 100 colleges in Tamil Nadu & Karnataka during the next three months.

     

    In order to build an active engagement for its launch in Tamil Nadu & Karnataka, MyCollegeFest a venture by Graphene Media, conceptualised an activation for NourishCo which involves students participating in a physically exhausting game thereby showing the importance of staying hydrated.

     

    Using latest motion controlled gaming and Kinnect technology, MyCollegeFest created a virtual scenario where a student has to control his avatar by physically running, dodging obstacles and collecting energy by grabbing TGP packs. Every obstacle reduces their score and every TGP pack gives them more points to run further. The game ends with the participants reaching out for a real drink to replenish their energy after participating in this activity.

     

    Speaking on how the activation was received: Sanjoy Chakrabarty, CEO and Founder of Graphene media said, “Innovation is one of the best ways to create top of mind recall especially amongst youth. MyCollegeFest, being the only platform for aggregating college fest from across India, effectively maximizes visibility and engagement for a brand through college festivals. While this activation for Tata Gluco Plus is a first of its kind from an innovation perspective, it can also talk about scalability as it covers almost a 100 colleges across the southern part of India. We look forward to taking up such challenges and enhancing engagement with many more such unique ideas.”

     

    With an inventory of over 2500 college fests across 300+ cities in India, MyCollegeFest has been innovating on student engagement with brands. Keeping in mind its clients requirements, it works on basic sponsorships for large scale branding activity to delivery on actual sales, app downloads, product usage, customer connects and offers three levels of an association – exposure, engagement and performance. MyCollegeFest.co.in has been working on projects for brands like Lakme, NourishCo, eBay, Olivia, andEmami with cumulative touch point of more than 1000 college fests.

     

  • Rolls out TV campaign to reinforce the benefits of Optima Restore

    ‘Don’t Think Twice’, says Apollo Munich in new campaign

    By A Correspondent

     

    Apollo Munich Health Insurance has rolled out a new advertising campaign ‘Don’t Think Twice’ to highlight the benefits of its flagship product – Optima Restore. Since its launch in 2012, Optima Restore has emerged as an innovative health insurance plan with a few unique benefits.

     

    The campaign urges people to continue enjoying their lives without any worry, even in case they have busted the sum insured of their health insurance policies. Life goes on irrespective of circumstances, so one should not stop enjoying the small aspects of life after an untoward health incident – whether it is taking a walk or indulging in your favourite cheeseburger. This is because Optima Restore benefits policyholders at all times, with its Multiplier and restore features.

     

    Speaking about the new campaign, Antony Jacob, CEO, Apollo Munich Health Insurance said, “Formulated in two TVCs, the ‘Don’t Think Twice’ campaign informs consumers that Optima Restore provides them with the much needed respite from the predicament of ‘which health cover is best for me’ and also offers a double safety blanket solution to its customers. It not only provides protection against the high healthcare costs, but also restores a policyholder’s sum insured when it gets exhausted in the policy period, for any other illness in the same policy year.”

     

    In keeping with Apollo Munich’s brand promise of ‘Let’s Uncomplicate’, the current campaign, aims to explain health insurance simply and succinctly to help people make the right choice on which policy to purchase for oneself and family. Apollo Munich integrates the narrative with the benefits of buying Optima Restore.

     

    #DontThinkTwice campaign promotions are also being done on YouTube, Apollo Munich’s Facebook and Twitter handles, along with WhatsApp engagement with all stakeholders – advisors, prospects and existing customers.