MxMIndia

Category: MARKETING

  • Kenny Shin goes back to the parent organisation; SR Yoon to be the new CEO

    Shop CJ changes leadership team in India

    By A Correspondent

     

    Shop CJ Network Pvt. Ltd. has announced changes in the leadership team in India. SR Yoon will assume the role of CEO of Shop CJ India, in place of CEO Kenny Shin, subject to obtaining the necessary approvals from Government of India. Yoon will continue to be based at the headquarters of the parent company CJ O Shopping at Seoul.

     

    After the recent forays of Shop CJ-Tamil and Shop CJ-Telugu on 24×7 home shopping channels with specially designed and customized content for Tamil and Telugu speaking population, Kenny Shin, CEO Shop CJ is going back to the parent company CJ O Shopping  Co. Ltd., which is in the midst of major overseas expansion. SR Yoon, will assume responsibilities in his place. “It is undoubtedly very exciting to be in one of the fastest growing markets in the world” said Yoon who has worked previously with Samsung as CEO Australia and in its marketing division before moving to CJ O Shopping last year.

     

    Commenting on the move, Shin said, “The last 4 years in India have been excellent for Shop CJ. I have enjoyed my India stint and it was a period of great learning and achievements.” Shin has more than 20 years experience in home shopping. He has worked in Korea, US and India. Global giant from South Korea, CJ O follows the policy of rotating its senior leadership assigned with overseas roles.

     

    Commenting on the appointment, Yoon said, “I am glad at the prospect of spearheading the India operations for the CJ Network. India is an exciting country, a complex market with huge opportunities and interesting challenges. Shop CJ has a more robust strategy, culture and talent in India than ever before, a must for a sustainably fast growing business. With the continuation of strong leadership, we are poised to grow here. My role would be to enhance the opportunities and reduce the challenges. I believe we will be able to ensure and continue our growth in the market while delivering world-class shopping experience to our customers.”

     

    Shop CJ’s COO in India, Dhruva Chandrie, will now take responsibility for overall operational matters of Shop CJ. Additional to the marketing and operations departments, finance, planning, IT and E‐commerce will also report to him. In addition, N. Ramakrishnan has decided to step down as the CFO of the company to pursue other interests. The Board has initiated a search to fill the role of CFO and Shop CJ will have a new CFO soon.

     

  • The campaign has been conceptualised by Law & Kenneth | Saatchi & Saatchi

    Varun Dhawan aims to popularise new collection from Skybags

    By A Correspondent

     

    Skybags has announced the launch of its latest backpack collection and has unveiled a campaign to promote the same. The campaign was unveiled by brand ambassador Varun Dhawan recently.

     

    The campaign, which is conceptualised by Law & Kenneth | Saatchi & Saatchi, the film features Varun Dhawan showcasing the collection. Matching a light-hearted catchy tune, Dhawan is seen leaping through the air, moving in style, with different bags from the new collection against Istanbul skyline.

     

    Expressing her views on the campaign, Radhika Piramal, Managing Director, V.I.P Industries says, “As a brand we aspire to connect with young audience that is fun-loving, vibrant and who have an edge about them. The campaign is simple, yet manages to encapsulate the fun and trendy spirit of the brand and the latest backpack collection. With a design range that can cater to multiple individual preferences, we hope to tap into the market for school, college and office backpacks. We have also added a new overnighter category called ‘Weekender bags’ in our new collection.”

     

    Commenting on the campaign, Sudip Ghose, Vice President – Marketing, V.I.P Industries says, “Varun Dhawan’s personality syncs seamlessly with the new collection and these stylish bags are something that everyone would want to own. Bags in our new collection are not only high on style with bright colours, trendy fabrics and prints, but are also high on features. Our ‘Tri-tech series’ of backpacks are super spacious, comes with laptop and tablet compatibility, organiser, waterproof raincover and specially designed ‘aer-zone’ back comfort. Not only this, all bags come with 12 month worldwide warranty.”

     

    Explaining the rationale behind the campaign, Rahul Nangia, National Creative Director, Law & Kenneth | Saatchi & Saatchi says, “Skybags backpacks are not meant for those who are boring and sedate. They have been designed for restless young men and women who refuse to sit down. They are bursting with energy to keep moving. That’s the spirit that this film attempts to capture.”

     

    The campaign will be a 360 degree one programmed for high visibility, which includes online and offline channels such as digital platforms, television, print and outdoor. It is also being supported by a new microsite and online contest through several social media platforms.

     

  • Features Bollywood heartthrob Sidharth Malhotra in the Indian rendition of the global campaign

    ‘Taste the Feeling’ out to woo consumers in India

    By A Correspondent

     

    Coca-Cola has launched the local rendition of its new global campaign in India – “Taste the Feeling”. The campaign seeks to remind the consumers of the happy and joyous moments that a chilled and effervescent Coca-Cola bottle brings to their life. The new Coca-Cola TVC launched in India features Bollywood superstar Sidharth Malhotra enjoying the feeling of sipping on Coca-Cola.

     

    After years of creating compelling stories with innovative marketing strategies, Coca-Cola has launched the ‘Taste the Feeling’ campaign as their first global campaign in seven years. For the same, the brand has united Coca-Cola, Diet Coke, and Coca-Cola Zero under the iconic Coca-Cola brand positioning in one global creative campaign. The One brand strategy positions Coca-Cola as an iconic brand that highlights the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet.

     

    The TVC featuring Sidharth Malhotra emphasizes on storytelling and celebrating everyday moments. Entering a supermarket, Sidharth romances the feeling of drinking Coca-Cola which catches the attention of the female cashier. Watching Sidharth enjoying his ice cold Coca-Cola, the cashier gets lost in her thoughts and gets caught off guard when Sidharth comes in front of her. To cover up she spontaneously tells him that he is their lucky customer and has won a Coca-Cola with the condition that he has to drink it there itself. As Sidharth gulps his Coca-Cola, the cashier continues to watch him in awe.

     

    After the award winning “Open Happiness” campaign, the new campaign “Taste the Feeling” by Coca-Cola is the latest global campaign that hopes to capture the hearts and minds of the younger generation.

     

    Speaking about the campaign, Bollywood actor and Coca-Cola Brand Ambassador, Sidharth Malhotra said, “Everyone seeks refreshment for different reasons and nothing beats the delicious refreshment offered by a chilled bottle of Coca-Cola. Being the ultimate refreshing beverage, Coca-Cola has been an integral part of my growing up years and I will never forget how the simple pleasure of drinking an ice-cold Coca-Cola made so many moments more memorable. I am very excited to be a part of the new ‘Taste the Feeling’ campaign, celebrating one of the many ordinary, day to day moments made special by Coca-Cola. I am sure the consumers will enjoy the ad and get reminded of their own special moments with Coca-Cola”.

     

  • Three new blockbuster promotions with freebies and collectibles launched nationwide

    Rasna gets set for summer war with latest marketing blitzkrieg

    By A Correspondent

     

    With the onset of summer, Rasna is set to unveil new commercials featuring its brand ambassador Akshay Kumar along with new additions to the Rasna family. Rasna has developed two new TVCs for 2016 featuring its new model, the brand mascot for 2016 – a Gorilla. The company has also roped in the young Naisha Khanna as the new face of Rasna. The TVC has been directed by Curry Nation.

     

    In keeping with its tradition to offer new and innovative offerings every year, Rasna also announced the launch of three new promotions featuring interesting and exciting freebies and for children to go along with the summer drink. Specially designed musical toys – Muzos – will be given Free with any 32 glass pack of Rasna Fruit Fun.

     

    The other two promotions from Rasna this year are with the instant drink powder Rasna Fruit Plus. Also, with 500gms of any Fruit Flus, a Mobifan is free. The Mobifan is a specially designed hand fan which can be carried along to provide cool air any time anywhere or as Akshay Kumar has mentioned in the TVC, ensuring “fan following everywhere”.

     

    These new promotions were announced after an extensive research amongst kids and mothers between July and September of 2015, conducted by the company to ascertain the interests and attractions of children to bring them closer to the brand. The result is for everyone to see with the new engaging promos that Rasna has packed with the products.

     

    Piruz Khambatta, Chairman and Managing Director, Rasna said, “A home-grown brand which has given India the first value-for-money drink, Rasna, in its positioning stands for 32 glass with Celebration, Party and Dance Music. The core of the brand lies in enjoying the smallest moments of life and celebrating life. Over the last few years, we have launched several interesting and exciting new products that cater to a wide range of our audiences and suit the taste of both the masses and the classes. The new promotions for 2016 and the new ad film are yet another endeavour from us to ensure a gentler and direct connect with our consumers and cater to their specific requirements. The research we conducted in 2015 led us to formulate the strategy for this year and come up with an interesting and novel new commercial and a slew of interesting collectibles like the Muzos that kids can collect.”

     

    Rasna has developed two different TVCs, one each for their range of Fruit Fun and the Fruit Plus product range. The Fruit Fun ad will see the new Rasna girl, Naisha bravely and confidently engage with a Gorilla who emerges to scare kids playing in the garden. Naisha bravely faces the Gorilla to save her friends and starts playing the Muzos to the Gorilla, who stands confused and eventually starts dancing to her tune. As the ad progresses, the scared kids emerge from their hideouts and thank the girl for her bravery while calling her a hero. Towards the end of the ad it is revealed by Naisha that the Gorilla is the true hero as she reveals Akshay Kumar under the hood of the gorilla’s head. The ad closes with Akshay and the new Rasna girl echoing the most loved punch line – I Love You Rasna!

     

    The second film is more athletic featuring Akshay Kumar taking a swim and talking about fitness and being healthy. The film showcases the vital ingredients with an endorsement from Akshay confirming the presence of 21 vitamins, minerals and natural fruit energy in the drink.

     

  • The agency attempts a tongue-in-cheek spin on the Airtel girl’s character

    Taproot unveils Airtel 4G campaign

    By A Correspondent

     

    The ubiquitous Airtel 4G Girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri went on air today in the the India New Zealand match of the ICC World T-20 Cup on Tuesday.

     

    Taproot Dentsu has unveiled a new campaign for Airtel’s 4G service. Here are some details, as per a communiqué received from Taproot:

     

    Over the last few months the ubiquitous Airtel girl has become synonymous with the launch of 4G in the country. Loved, trolled, debated and discussed in equal measure she has gone on to become one of the highly salient brand advocates in recent times.

     

    As the competition gets ready with starting out with 4G in the country, Airtel has moved on to delivering the power of 4G speed to the far reaches of the country. It is an important phase in the Airtel 4G campaign and we thought it would be interesting to get a tongue-in-cheek spin on her character, showing her now trying to take a break from 4G advocacy but ending up finding the brand’s influence preceding her.

     

    It is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think.

     

    The Films:

    Shimla 40 sec – https://youtu.be/Em_Ov3h0C3U

    Shillong 35 sec – https://youtu.be/ZIZK85eVFYM

     

    Clientspeak: Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel (India & SA) says, “Airtel has established a clear leadership in the 4G category, both in terms of network presence and brand communication. Sasha has become the face of 4G in India and we believe that the new campaign, which communicates the unmatched reach of Airtel’s 4G network, will further strengthen our data proposition and help us build on our first mover advantage.”

     

    Agencyspeak: Agnello Dias, “We have seen a lot of the Airtel 4G girl in recent times. And she’s powerfully built 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message.”

     

    Credits:

    Client- Airtel

    Agency- Taproot Dentsu India Communication Pvt. Ltd.

    CCO- Agnello Dias/ Santosh Padhi

    CEO- Umesh Shrikhande

    Writers- Agnello Dias/Pallavi Chakravarti

    Account Management- Gargi Vegiraju/ Alekhya Marada/ Sana Patel

    Art- Santosh Padhi/ Durvesh Gaikar/ Rutuja Mali

     

    Production House Credits:

    Equinox Films Pvt. Ltd, Mumbai

    Director – Ram Madhvani/ Nitin Parmar

    Producer/Executive Producer – Manoj Shroff/ Sia Bhuyan

     

  • Dhoni resoundingly captures and brings alive the brand idea by pulling out a day in his life to a person who’s ascribing his success to luck

    MSD endorses benefits of Revital H in latest campaign

    By A Correspondent

     

    As part of Revital’s future growth plans, it has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni.

     

    For Revital H’s next leap, it was imperative to further enhance its relevance and be seen as a partner in good health offering not just physical energy but also mental agility. The need was for a persuasive and well differentiated messaging delivered through a brand endorser who strongly personifies both physical fitness and mental alertness. With that intention, the most successful Indian cricket captain MS Dhoni was roped in as Revital H’s brand ambassador.

     

    The integrated campaign, created by Lowe Lintas Delhi rests on the powerful and intrinsically Indian insight that often success is attributed to luck thereby diluting all the effort that goes behind the achievement. The campaign vividly attempts to correct this misnomer and pave way for the brand as a partner of success while embodying hard work and mental alertness. Dhoni resoundingly captures and brings alive this brand idea by pulling out a day in his life to a person who’s ascribing his success to luck.

     

    Naveen Gaur

    Commenting on the new campaign, Naveen Gaur, President, Lowe Lintas Delhi said, “The challenge for the agency was to take a really popular leader brand like Revital H to the next level of growth by creating a highly persuasive campaign. In its attempt to become a fast-evolving, achiever society there is a huge stress that’s laid on professional and personal success among individuals. The campaign attempts to position Revital H as a partner of success.”

     

    Arun Iyer

    Sharing his thoughts on the campaign approach, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The campaign stems from the interesting insight that many times the success achieved by others is ascribed to their luck and all the effort that goes behind gets diluted. We took a leap on this insight and created communication that most Indians would resonate with.”

     

     

    Subodh Marwah

    Adding his insight on the new campaign, Subodh Marwah, VP & Head, Sun Pharma Consumer Health Care said, “The goal now is to expand our reach and induce higher trials and we plan to do it in a way that will be well received by the consumers. In Mahendra Singh Dhoni, we have found a perfect ambassador who is not only a physically fit athlete but also boasts of extreme mental agility – attributes that define Revital H at its core.”

     

    Revital H is positioned as daily health supplement for overall health and wellbeing, with H connoting ‘Health’. It is a complete and balanced daily health supplement that contains vitamins, minerals and ginseng. Revital H is the flagship brand of Sun Pharma Global Consumer Healthcare.

     

    The campaign will go on air during the T20 Cricket World Cup and would span the offline and online mediums for maximum reach.

     

  • The campaign aims to instill confidence in investors’ minds in mutual funds in general

    Kotak Mutual Fund launches ‘Jo Samjhega, Wo hi Paaega’ campaign

    By A Correspondent

     

    Kotak Mahindra Asset Management Company (KMAMC) has launched its new campaign ‘Jo Samjhega, Wo hi Payega’ to urge Indians to start investing in Mutual Funds as a prudent fiscal practice.

     

    Under its investor education initiative, KMAMC aims to reach out to working professionals who have sufficient disposable income, but are apprehensive about market cycles and its pitfalls. Through this educative campaign, Kotak Mutual Fund addresses risk-averse investors’ common misconceptions about mutual fund investments. The campaign aims to instill confidence in investors’ minds in mutual funds in general, and SIPs in particular as the simplest way to invest, while looking to inculcate a consistent and disciplined approach to investments.

     

    Kaiyomurz Daver, Vice President – Marketing, Kotak Mutual Fund said, “Research suggests that despite rapid growth, mutual fund penetration in India is still low compared to global peers, due to low financial literacy about the category and ill-informed perceptions surrounding mutual fund investments. The objective of the campaign is to create awareness about benefits of mutual funds and increase participation of the retail investor in equity markets. “Jo Samjhega, Wo hi Payega” highlights how SIP enables disciplined investments, even in small amounts, assisting in wealth creation over time.”

     

    Rahul Jauhari, Chief Creative Director, Everest Brand Solutions said, “Most people don’t understand the nuances of personal finance so well. Most people listen to voices of authority in their lives. So we put the two things together – and landed on a simple way of explaining the benefits of doing an SIP. The cast has been kept close to real and the pitch of the films has been kept believable.”.

     

  • Patanjali Ayurved is on way to $1bn sales in FY17 with HUL, ITC, Nestle India and Britannia occupying the top 4 slots amongst FMCGs

    Patanjali as 5th largest Indian FMCG?

     

    By Namrata Singh & Partha Sinha

     

    At Patanjali Ayurved’s manufacturing facility in Haridwar, there is brisk activity as cartons of freshly made products are being loaded onto trucks to be dispatched to stores across India. With the financial year nearing a close, an official pointed explained, all hands are on the deck to help the company achieve its targeted turnover of Rs 5,000 crore this fiscal.

     

    For a manufacturing company set up about 10 years ago, achieving a Rs 5,000-crore turnover is not easy. However, for Patanjali Ayurved, which is breaking conventional marketing norms, sales are inching up month on month. Sources in the know believe Patanjali could have clocked monthly sales of around Rs 600-700 crore in January and February, which means Baba Ramdev’s baby could become a billion-dollar entity, with its annualised turnover expected to cross the Rs 7,000-crore mark before the end of fiscal 2017.

     

     

    Brand Patanjali driving buzz on social media

     

    By Anumeha Chaturvedi

     

    Brand Patanjali generated around 15000 conversations on Twitter in the period between August 2015-January 2016, according to data compiled by social media analytics firm Blueocean Market Intelligence.

     

    Chatter around Patanjali was largely around its competitiveness (60%) as an FMCG brand. Some discussions were also led by the indigenous nature (17%) of the brand, the quality of its products (13%) and its marketing strategy (10%).

     

    In many instances, discussions/posts around the brand referred to Baba Ramdev thereby indicating that the brand is strongly associated with Baba Ramdev and he is a strong brand ambassador driving the brand’s image.

     

    A lot of buzz was observed around Patanjali becoming a strong threat in terms of market share to rival MNCs such as Colgate, HUL, ITC and Emami, in the FMCG space.

     

    Discussions touched upon Patanjali emerging as a strong player in the FMCG market; particularly its soaring sales graph gathered a lot of attention.Many consumers were seen commenting on how their products, particularly noodles and honey were not only cheaper but also better than those of other competitors. Few consumers went to the extent of expressing their wishlist of products such as sanitary napkins, fairness creams, that they expect in future from Patanjali. Top trending hashtags for the brand were Patanjali, Ramdev, and Babaramdev, according to Blueocean.

     

    In terms of its marketing strategy, discussions centered around Patanjali’s tie-up with Future Group. This partnership was seen as a sound approach to further strengthen the brand’s foothold in the FMCG market through Future Group’s outlets such as Big Bazaar and Easyday.

     

    Furthermore, efforts such as launching Patanjali Atta Noodles in the absence of Maggi noodles in the market, targeting market segments dominated by MNCs, direct marketing, seeking exclusive space at stores, were appreciated as compelling and strategic marketing moves

     

    The brand’s marketing related update that it is focusing on advertising and has kept aside Rs 300 crore for advertising and promotion, also gathered some attention according to the research.

     

    Which means, Patanjali could become the fifth largest FMCG company in the country, after Hindustan Unilever, ITC, Nestle India and Britannia Industries. This would bring it well ahead of traditional FMCG players like Dabur, Godrej Consumer Products and Marico.

     

    In an exclusive interview at the company’s headquarters, Acharya Balkrishna, MD, Patanjali Ayurved, said in the current fiscal, as of early-March, the company’s turnover has already crossed Rs 4,500-crore and is cruising at a monthly rate of about Rs 500-550 crore. “Our target is to go be yond Rs 500 crore a month.Because we are also making plans for future expansion, we are moving in line with the target,“ he said.

     

    “We may even reach Rs 600 crore a month mark -that will give us an annual turnover of approximately Rs 7,000 crore,” said Balkrishna.

     

    Even at the current level of Rs 4,500-crore turnover, Patanjali has paced ahead of oral care leader Colgate-Palmolive (India), challenging it which its `Dant Kanti’ toothpaste.

     

    Given that Patanjali has been grabbing eyeballs through its advertising, industry experts believe the company could soon even reach Rs 10,000 crore turnover, which would make it as big as ITC’s non-tobacco FMCG sales.But Balkrishna said that would take time. “We have to plan, right from procurement of raw materials to processing to manufacturing and marketing. We work on a single channel right from the farmer to the end consumer and that is the real reason why our quality and costs are under control. There are very few companies in the world which may be following such a system,” he said.

     

    “We buy raw materials directly from the farmer. In other companies, raw material sourcing and marketing of products are done by different entities. So we don’t have sudden peaks and troughs in growth, we plan a steady growth. It’s not like a share market where one day there is growth and the other day a slump,” Balkrishna said.

     

    The rural market is another area where FMCG biggies could face a tough challenge from Patanjali’s products, which are priced below regular brands because the company consciously operates on thin margins. “We are expanding our reach through tempos which can go deeper into rural markets. We will begin with 500-600 tempos and will gradually expand the network,” said Balkrishna.

    Source:The Economic Times
    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved
    Licensed to republish

  • The Season 3 race is being held at the Buddh International F1 circuit, Greater Noida on the 20th of March’ 2016

    Rediffusion creates new campaign for Tata Motors T1 Prima Truck Racing Championship

    By A Correspondent

     

    The concept was launched in India two years ago with the objective of making trucking an aspiration amongst the new generation of drivers and young fleet owners. This gave Tata Motors an opportunity to showcase their product and technological credentials through the excellence of Tata Prima.

     

    Tata Motors T1 Prima Truck Racing Championship being held at the prestigious Buddh International F1 circuit for the past two years has now become a much awaited annual event. It is a day-long programme where the best British truck racing drivers compete for the championship along with some entertaining performances by eminent Indian artists. This year Tata Motors are taking the event to a whole new level by introducing for the first time our own Indian truck racing talent by selecting actual competent truck drivers. These truck drivers have been given technical training for over a month by specialised technicians and racing experts in order to prepare them to compete in the championship.

     

    The communication for Season 3 was devised to mainly communicate this unique achievement and showcase the aspirations of the truck drivers who from being masters of the Indian roads are now on the verge of becoming racing truck heroes.

     

    The television commercial, concieved by Rediffusion-Y&R captures the attitude of these Indian truckers of leaving the world behind and exhibiting power of a winner, as they drive through the tough Indian terrain onto the racing track at Buddh International Circuit. The TVC is backed by an integrated campaign on press, radio, outdoor and consumer contact programs to draw maximum attendance at the event.

     

    UT Ramprasad

    UT Ramprasad, Head – Marketing & Communication (Tata Motors, Commercial Vehicles) said, “Season 3 is a landmark year for the T1 Prima Truck Racing history. The first time around was by introducing the concept of truck racing in India. This year we took T1 Racing to another level by selecting & training Indian truck drivers to race Tata Prima, India’s greatest truck. The commercial is an encapsulation of the pride and feeling that truck drivers have upon being given the chance to race and compete with their peers on the race track , that too on the prestigious Buddh International F1 circuit.”

     

    Dhunji S. Wadia

    Dhunji S. Wadia, President Rediffusion-Y&R said, “The focus of our communication this year was to showcase the big leap that Tata Motors are taking in the T1 Prima Truck Racing by including Indian Truck Drivers for the very first time. We want to highlight the feeling of pride that these truck drivers felt on being given such an opportunity.”

     

     

    Rahul Jauhari

    Rahul Jauhari, CCO – Rediffusion-Y&R said, “T1 will be transformational for Indian truckers as, for the first time, it puts the spotlight on them. The idea for the commercial came from there. The story of Indian truckers eager to make their mark on the world, we wanted the real feel.  We have shot real trucks on location in multiple places.”

     

  • Call for brands to invest in Content Marketing as discipline pick-ups pace in India with over 40% consumption through mobile phones

    Neeraj Singhal is Director of Amplify Sales @ Outbrain

    By A Correspondent

     

    Neeraj Singhal

    Outbrain, a leading premium content discovery platform, announced the appointment of Neeraj Singhal as Director of Amplify Sales, to lead the company’s efforts in providing strategic content marketing support to brands and advertisers in India. His appointment comes at critical juncture, as India prepares for robust infrastructure and digital capabilities development under Prime Minister Narendra Modi’s Digital India initiative, which is likely to further fuel the Content Marketing revolution in the country.

     

    Singhal brings to Outbrain nearly 12 years of experience cross the media and adtech space, having previously worked at Komli Media, Religare Technologies, the Times of India Group, and Lime Labs. Prior to joining Outbrain, Singhal was with Viacom18, where he was responsible for digital media adverting sales revenues across the organisation’s five networks – Nickelodeon, Vh1, Comedy Central and MTV.

     

    Content Marketing is identified as the next big thing to hit the Indian advertising industry, driven largely by the burgeoning eCommerce market in India, valued by Deloitte at USD16-billion for 2015 – a staggering 300% increase from 2010. This identifies a clear opportunity – and need – for brands and advertisers to lead the conversation and develop best practice for more strategic solutions that enable them to stay relevant to their customers and target audience.

     

    On Singhal’s appointment, Anthony Hearne, Regional Director for Southeast Asia, India & New Markets at Outbrain, commented: “Outbrain is at the forefront of helping brands get smarter with their content marketing and customer engagement needs. Content Marketing has developed from a simple ‘build content – get clicks’ model to one that can now deliver across the full funnel of digital marketing requirements. We are delighted to welcome Neeraj to the Outbrain team to help us deliver more value to our brand customers. His experience across the digital marketing and publishing space is just what we need to help us drive our business in India.”

     

    On joining Outbrain, Neeraj Singhal, Director of Amplify Sales, India at Outbrain said: “Outbrain has built an impressive global network of premium publishers and as content marketing has begun to gain significant momentum with one of the world’s most populous nations, some of its recent and most impressive growth has come from Indian brands and publishers. I am therefore extremely excited to join the Outbrain team. On top of this, Outbrain is building and innovating with some really smart tech tools that enable brands to subtract more business value out of their content than ever before.”

     

  • The brand is strongly making inroads to reach out to masses across the East and North-East regions by offering quality with consistency and convenience

    Mother Dairy highlights special moments for Dailycious

    By A Correspondent

     

    Over the years, Mother Dairy has successfully diversified its portfolio catering to variety of consumer needs and is in the process of expanding its reach across geographies. With their recent foray into the ambient dairy category with the launch of dairy whitener – Dailycious, the brand is strongly making inroads to reach out to masses across the East and North-East regions by offering quality with consistency and convenience.

     

    Moving ahead the brand is in the process of launching a dedicated campaign for the category led by a TVC in a special way where Bollywood actor Radhika Apte is featured as the leading lady. The campaign dubbed as ‘Make Special Moments Magical’ is a two-film campaign, conceptualised by Ogilvy. The TVC is centred on a young couple who is setting out on their journey of life after being wed recently. The second film, scheduled for release later in the year, takes the plot further with an interesting new surprise. While the couple still remain central to the TVC’s theme, the audience will get to see a different facet of the couple’s life.

     

    The TVC will be aired starting from March 17, 2016 and will also be available on YouTube and other digital channels. The campaign will be Mother Dairy’s first initiative towards developing a regional approach in Bengali and Assamese language.

     

    The TVC opens on the couple who is about to retire for the night, when the wife portrayed by Radhika Apte asks her husband with the apprehension & coyness of a newlywed bride, if he would prefer his morning tea at 7am? The husband who is busy reading a book in bed, responds to her in an unpretentious manner. The next morning the wife wakes up at 7:10am and realizes that her husband is already out of bed, when all of a sudden he surprises her by bringing the morning tea and banters with her for being 10 minutes late. This exchange between the two creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the purity & goodness of Mother Dairy Dailycious dairy whitener.

     

  • The campaign is currently on air and would be promoted visibly on essential mediums like outdoor, print, digital, etc

    Grown, not made, says Heinz Tomato Ketchup in campaign

    By A Correspondent

     

    Heinz Tomato Ketchup has launched its latest advertising campaign in India which focusses on its differentiating factor of being a 100% natural product. The intent of the campaign is to educate the consumers on the product’s USP, that it does not contain any artificial preservatives, colors, flavors or any added starch.

     

    According to Kraft Heinz India, “Consumers are becoming increasingly health conscious and aware about what products they consume, what ingredients are used to make the product and how they are manufactured. At Heinz, we provide our consumers with a 100% natural product that is completely free of any artificial preservatives, colours, flavours or any added starch; making it not only superior in taste but also health.”

     

    Heinz Tomato Ketchup is the leading ketchup brand in majority of the countries across the globe including USA, UK, Russia, France, Germany, UAE, Egypt, Canada and many others. Heinz was at the forefront of exploring natural preservation, and in 1906 was first to launch a Ketchup free from artificial preservatives.

     

    The campaign is currently on air and would be promoted visibly on essential mediums like outdoor, print, digital, etc.