MxMIndia

Category: MARKETING

  • The communication not only caters to the audience with a new and exciting thought, but also engages with them at varied touch points

    American Tourister unveils latest campaign promoting brand promise

    By A Correspondent

     

    American Tourister has unveiled a new campaign that proposes the idea of observing and seeing one’s own city and surrounding better. With an aim to communicate backpacks as a feature in the everyday life of individuals, it was the right space to explore. The communication not only caters to the audience with a new and exciting thought, but also engages with them at varied touch points.

     

    Pallavi Chakravarti

    Speaking about the campaign, Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said, “Exploration is at the heart of all American Tourister communication. But while exploring comes easy when you pack your suitcase and leave town, a backpack is an everyday accessory. It’s what you carry everywhere on a regular day, be it to work, to the movies or to college. So our campaign blends the brand DNA and the product offering through an interesting proposition – Why not live the tourist life every day, armed with your American Tourister backpack?”

     

    The ad campaign has been shot in Queensland, Australia, in keeping with the international image and pedigree of American Tourister. More importantly, the locations were carefully selected to fulfill one criterion – each location perfectly showcased both, everyday city life and tourist-like settings. Additionally, care was taken to keep the location as neutral as possible – the philosophy of living every day like a tourist can be adopted by anyone, in any city or country, irrespective of geography. Thus the company zeroed in on spaces that could potentially belong to any busy city, anywhere in the world.

     

    Anushree Tainwalla

    Anushree Tainwalla, ED, Marketing – Samsonite said, “Backpacks are one of the fastest growing categories in India. Today, young professionals, college youth and students all use backpacks. While driving your bike or surfing on your smart phone, backpacks allow for a hands free experience. American Tourister is one of the biggest players in this category. The category already contributes to 15-20 per cent of our sales. With this campaign we want to remind our consumers that American Tourister is not just your travel companion but also your constant companion in your everyday journey.”

     

  • AR, VR and more… Srinivas Yelandur, Director – Advisory Services at EY India, presents seven trends set to happen

    7 trends in Mobile Advtg marketers must track

     

    By Srinivas Yelandur

     

    Mobile Video Experience through VR/Augmented Reality – Affordable, low-cost Virtual Reality (VR) gear will take the entire mobile video experience to a new level.  Content and apps for the augmented or VR environment will lead to a focussed approach for content and app ecosystems.  Advertisers will become more innovative and experimental with VR mobile video advertising. Here are seven trends that are likely to happen:
    1. Mobile Location-based Marketing – Location-based advertising has always remained a small segment in the overall budget of mobile advertising. It is a complex and challenging task to geo-fence the consumer in all his interactions, using the mobile as it is important to gather the right data or intelligence. New mobile marketing technology will make it more accurate in delivering services and targeting the customer.

    2, Mobile Multi-Screen In App Advertising – Video experience is changing the way content is being consumed. As consumers have moved from small screens to large screens, they are adopting multi-screens to drive the right content consumption experience, both in streaming content as well as gaming content. Advertisers now have the opportunity to target a single consumer on multiple screens with the right contextual content.

    3. Mobile Beacon-based Advertising – Advertisers will now change gears from targeting location-based strategies to advertising based on proximity signals — indicators of when users are closer to a beacon or a sensor – as they are more accurate than GPS. This, however, will not replace location-based marketing for mobile advertisers but will only add complementary force to help divert towards sensor-based data, yet.

    4. Mobile/ NFC-based Payments – This new form of device-based payments will continue to play an important role as a bridge between offline and online, which has largely gone under-appreciated, particularly when it comes to retail.  Marketers will now be keen to increasingly leverage mobile in advertising and promotions and provide incentives via digital content.

    5. Mobile Voice Search Engines – Search engines have gone mainstream but with mobile devices getting more sophisticated in voice technology, mobile vendors have invested heavily in technologies like Siri and Google Now. Amazon is using Echo to gather huge volumes of voice data for analysis and marketing more effectively in targeted environments creating a personal advertising strategy.

    6. Mobile Couponing – Mobile couponing will start taking off again. Forty-four per cent of consumers are interested in receiving coupons and deals on their mobile devices – all the more so if they were timely and relevant. Increased use of location targeting and greater dependence on automation platforms will enable brands to do just that.

    7. Mobile Wearables Advertising – Wearable computing is driving a new way of life and advertisers are gathering better insights into ‘self-data’ about individuals. Apps with wearable devices will provide the edge for targeted strategies in various device ecosystems – watches, health bands and activity trackers. Wearables, by their very nature, are more intimate and provide deeper data about consumers which are an advertiser’s delight.

     

    Srinivas Yelandur is Director – Advisory Services, EY India. This article first appeared in dna of brands on March 21, 2016

     

  • New campaign features new brand ambassadors Ranveer Singh and Alia Bhatt; Refreshes logo to further strengthen brand imagery

    MakeMyTrip unveils campaign to drive growth in India

    By A Correspondent

     

    MakeMyTrip hasunveiled its new campaign with brand ambassadors Ranveer Singh and Alia Bhatt.In line with thecompany’s efforts to tap into the hotel bookings segment and further build on its leadership position, the new brand campaign aims to drive consumers to shift from offline to online for hotel bookings. As part of this campaign and in a move to further strengthen its brand imagery, the company has also refreshed its logo.

     

    The campaign highlights compelling and relevant benefits of booking hotels on MakeMyTrip such aswidestrange of hotels to choose from, great deals, trust andreliability – all of which are key drivers of online hotel bookings.The high decibel national multi media 360 degree campaign will heavily be promoted on TV, radio, outdoor, social media and digital platforms from 20th March.

     

    Rajesh Magow, Co-Founder and CEO-India said, “The year 2015 saw the online hotel bookings market opening up due to smartphone penetration and better bandwidth. At MakeMyTrip, we have witnessed phenomenal growth in our India standalone hotels business. In fact, in Q3 2015-16 alone, the transactions for standalone hotels booked on mobile increased by 756.4% year-on-year. We believe that this is just the beginning. The Indian hotels market is still highly underpenetrated and fragmented and we have made aggressive efforts to tap into this segment. Our current campaign is also reflective of our larger business strategy of rapidly growing our hotels business. With this campaign, we seek to bring new customers into the online hotel category .Our value proposition is that whatever be the customer need, they can find a hotel of their choice on MakeMyTrip – quicker and cheaperand our new campaign completely resonates with this philosophy.”

     

    Commenting on the new campaign, Saujanya Shrivastava, CMO, MakeMyTrip said “As market leaders, we have taken on the task of online hotel category expansion. The campaign seeks to catalyze the shift of offline to online by providing tangible reasons to non-users and fence sitters to come to MakeMyTrip for their hotel booking requirements.

     

    The campaign marks the debut of our new brand ambassadors Ranveer and Alia. They truly represent the new age Indians – confident, bold and dynamic. They are a great fit with the brand and we are sure that through this campaign, we will also inspire more of India to travel! “

     

    The campaign will have high visibility and impactful 360 degree approach, activating every possible touch point with the consumer. It will be supported by an all rounded TVC campaign including GECs, News channels and high impact print exposures and a prominent presence across the IPL. There will be an aggressive and sharply targeted outdoor plan; along with activations in the digital platforms as well.

     

    Talking about the creative concept, Bobby Panwar, Managing Director, South Asia, Publicis Worldwide said, “We focused on a singular fact that the brief pointed to – a large part of travellers prefer to walk into a hotel and book. They believe that they can get a better deal ‘directly’. The idea was create dissonance in these over confident travellers and dramatically highlight the inadequacy of this ‘direct’ approach while reinforcing the MMT advantage. The presence of Ranveer and Aliya allowed us to create the histrionics required for this dramatization.”

     

  • When it comes to style tips, top-rated professionals such as Anushka would only trust the best

    KJo highlights Anushka’s hair issues in new campaign for Pantene

    By A Correspondent

     

    Known for his affiliation towards style and beauty, film-maker Karan Johar has pointed out Anushka’s hair fall troubles that lead her to call him her biggest hair critic. The actress, who had been struggling with this hair fall problem credits Pantene to have come to her rescue and solving it once and for all.

     

    “After I have switched to Pantene, I have to admit I have seen a change in my hair. The Pro-V formulation in this shampoo makes my hair so strong that I’ve forgotten what hair fall actually is.”, Anushka Sharma said on her struggle with hair fall.

     

    Pantene brand ambassador Anushka says, “I have known Karan all this while as that ‘critical’ friend; I would trust his judgment wholly on various things and I’m glad he is finally impressed by my hair!” she laughs. The film maker talks about her gorgeous hair. “Anushka’s hair is her crowning glory now and I’m glad she switched to and is going to continue using Pantene. Her hair has never looked better!” he expressed.

     

    Pantene continues to appoint ambassadors like Anushka Sharma, Selena Gomez, Giselle Bundchen to portray the benefits of the shampoo to millions of consumers.

     

  • Performance 100 – a new collection of wrinkle resistant and non iron shirts

    Blackberrys prefers the unwrinkled approach for new product offering

    By A Correspondent

     

    Menswear brand Blackberrys, has launched a new campaign for its latest collection – Performance 100. The campaign themed as ‘the Unwrinkle Revolution’ is a social anthem for men for leading a stress-free life. Performance 100, the newest addition to Blackberrys innovation, is a range of wrinkle resistant and non iron shirts.

     

    The idea revolves around getting 24 x 7 performance and unfaltering style with shirts that never give up. To leverage its ‘Unwrinkle Revolution’ campaign, Blackberry’s has launched an interactive digital film for the new age men who are always on the go. The video features a light-hearted, chucklesome story of a young professional called Reeshu. The video traces Reeeshu’s transformation from being stuck up, stressed and a socially awkward individual who has a particular obsession for looking absolutely prim, to a fun, passionate and happy-go-lucky guy, when his personal and professional life unwrinkles; as chronicled by his friends and family. The video is being aggressively promoted through all social media and digital platforms.

     

    Talking about the campaign, Nikhil Mohan, Founder & Director, Blackberrys, said, “This is the year of shirts for us and, we want our Performance 100 shirts collection to be the flag-bearer. Our SS16 campaign is focused on Performance 100 Shirts and resonates our strategy of loosening up as a formal menswear brand in India. We look forward to see men in India ‘UNWRINKLE’ and enjoy every moment of life to the fullest. Carpe Diem!”

     

    Faraz Ali, Creative Director, Speaking Pictures said, “Performance 100 digital film is very interestingly integrated to the product’s USP in response to the underlying human behavior of being stuck up and living with idiosyncrasies with a big dose of humour. It also gives viewers a chance to discover ‘Performance 100 shirts’ from Blackberrys and what it stands for.”

     

  • The agency's mandate would be to provide strategic recommendations pertaining to marketing and promotion of the brand

    Mullen Lintas wins creative mandate of Viacom18’s VOOT

    By A Correspondent

     

    As it gears up for the consumer launch of its advertising led VOD platform VOOT, Viacom18 has appointed Mullen Lintas, the advertising agency of the MullenLowe Lintas Group as its creative partner.

     

    The agency’s mandate would be to provide strategic recommendations pertaining to marketing and promotion of the brand and also provide ideas that go beyond conventional advertising.

     

    Commenting on the appointment, Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “As we set out to launch a new brand in this space, we needed a creative partner who could not only help in building a distinct positioning for VOOT, but also bring-to-life key facets of our product and content proposition in the campaigns. Our choice for Mullen Lintas is not only because of the fantastic credentials of the agency, but also the very deep consumer insights and creative edge that the team brings with it.”

     

    Expressing his views on the immense scope that the brand presents, Amer Jaleel, Chairman & CCO, Mullen Lintas said, “We are delighted to partner Viacom 18 for their high-decibel launch of VOOT. Time and place are no longer the deciding factors for accessing entertainment. This is the future of entertainment and we have no doubt that VOOT will play a big role in shaping this category. We are committed towards creating magic for the brand VOOT.”

     

    On winning the new mandate, Virat Tandon, CEO – Mullen Lintas said, “Technology is changing the way people are consuming content. Video on demand is the next big leap after the remote control. It’s a super exciting space and an opportunity to create the next big entertainment brand in this new tech world. Also exciting is the opportunity to work with some remarkable bunch of people at Viacom 18.”

     

    The name VOOT signifies happiness & enthusiasm and is a popularly used word in the digital world.

     

    VOOT is a digital video entertainment platform launching with over 17,000 hours of content (across languages and genres) including the biggest TV shows, Kids content and films. This will be supplemented by fresh and original web series, Digital films and other original content created only for VOOT.

     

    Content on VOOT will be classified based on genres such as reality, comedy, drama, kids and other segments and has been formatted based on a year’s research on what people watch on digital video platforms.

     

  • The account has been won following a multi agency pitch and will be handled out of the Rediffusion Y&R’s Mumbai office

    Rediffusion Y&R bags creative duties of L&T

    By A Correspondent

     

    Larsen & Toubro, one of India’s largest conglomerates that branches its interest across key sectors of the Indian economy has appointed Rediffusion Y&R as its creative agency. With an objective to bring in a committed focus on its key growth businesses, L&T recently decided to integrate its marketing communication duty under a single agency.

     

    L&T-Realty is amongst L&T Group’s fastest growing business that spreads across Mumbai, Bangalore & Chennai, offering premium residential and commercial spaces. The company plans to expand rapidly in the next few years and establish itself as the most trustworthy and top-of-the mind brand in the crowded real estate business. The immediate mandate for the agency is to work closely with the L&T Realty team in strongly positioning the brand in the market.

     

    D. Morada, Vice President, Corporate Brand Management & Communications, L&T Group said, “L&T is a diversified conglomerate that caters to markets across several sectors. While each of our businesses addresses different markets, the core value proposition remains valid across all its business. To ensure consistency of brand positioning of the L&T Group, it was found necessary to have single creative agency to handle the advertising needs of all our businesses. After a detailed evaluation process we decided to award Rediffusion – Y&R the creative mandate. It was based on the strength of understanding our business needs, and articulation of a strategy on the way ahead. The L&T brand has been built over decades with a lot of passion & commitment, and while selecting a partner we sought the same level of passion.”

     

    On winning the account, Dhunji S.Wadia President Rediffusion Y&R, said, “It’s an honor to win the creative duties for Larsen & Toubro, one of India’s most well-recognized brands. We really look forward to partnering L&T’s ambition of achieving greater heights and creating some great work together. We were given a very detailed and specific brief. This helped the team in terms addressing the issues and working on interesting creative solutions. We are delighted to be their partners among the number of agencies that participated in this pitch.”

     

    Uttio Majumdar, Head of Operations, Rediffusion – Y&R, Mumbai adds, “L&T is amongst one of India’s most iconic and respected brands and L&T Realty being a part of this family commands a high level of trust & loyalty. As they enter a new phase of development and aim to strengthen their presence in the over crowded and often misunderstood real estate market, we at Rediffusion – Y&R feel honored to be selected as their partners and we look forward to helping them achieve their goals.”

     

  • New adidas film celebrates great players who rise above adulation & criticism to emerge as game changers

    Adidas scripts #FeelLoveUseHate for Virat Kohli

    By A Correspondent

     

    adidas has launched its latest campaign #FeelLoveUseHate featuring Indian cricket superstar Virat Kohli. A fiery persona on the field and a youth icon off it, Kohli has always been a polarising figure. On one hand are his fans who adore his every move, while on the other hand are critics and naysayers who never cease pointing fingers and question him every step of the way. For Virat, the love that he receives helps him soar while the hatred that he inspires challenges and propels him into greatness. This is the core idea that the film has been crafted around. It delves into the duality that is part of Virat’s life.

     

    The #FeelLoveUseHate campaign celebrates Virat’s unabashed flamboyance and passion for the game, not only through its messaging but also in the overall treatment of the film. Each frame is packed with action and passion. The use of special effects makes it even more gripping and cutting-edge. The campaign is being launched on digital media in the midst of the ongoing T20 World Cup. It will be supported across social media by Virat and the adidas cricket handles along with roster of athletes which include Kevin Pietersen, Chris Gayle, Rohit Sharma and Unmukt Chand amongst others.

     

    “As the world’s best sports brand, our aim is to encourage all athletes to define their own path, no matter if the world is at their feet or suddenly at their throat. In this film, through Virat, we aim to showcase how great players rise above the adulation and criticism they incite. It encapsulates adidas’ vision of inspiring performers to lead their own game and use love and hate to give it their best,” said Damyant Singh, Senior Marketing Director, adidas India.

     

    Damyant also added, “adidas is committed to cricket and this film cements our association with India’s biggest cricketing icon”.

     

    Talking about the film, Virat Kohli said, “adidas understands sports and athletes like no one else and has a unique perspective on the game. Through this film, they showcase the mental toughness required to be a professional athlete in today’s world and how I personally thrive off the Love & Hate I receive to drive my performance on the field ”.

     

  • McDowell's No. 1 Soda has roped in TV hosts and actors – RannvijaySingh and Manish Paul, for a live act on Facebook

    McDowell’s unveils unique contest on FB

    By A Correspondent

     

    McDowell’s No 1 Soda has launched a new campaign urging the country’s friends to come together in a unique way to cheer for team India.

     

    The campaign celebrates the time-honoured tradition that when close friends who are also frenzied sport lovers come together to watch a cricket match, very often one person ends up making a silly promise in the hope of securing India’s victory.

     

    McDowell’s No. 1 Soda has roped in TV hosts and actors – Rannvijay Singh and Manish Paul, for a live act on Facebook. It is a first of its kind engagement where the duo will be seen making and fulfilling the wacky friendship promises.

     

    Commenting on the initiative, Subroto Geed, Senior Vice President, Marketing at United Spirits said, “We know that AsliYaars will do everything to fulfiltheir No.1 Yaari promises and help India win. McDowell’s No.1 Soda enables the celebration of the moments that strengthen the bonds of brotherhood and we are very excited with this first of its kind digital activity using Facebook Live, an interactive video function, to bring together cricket and Yaariin aunique fashion. We are very pleased to have the talented duo Rannvijay and Manish on boardto help us create new benchmarks in audience engagement.”

     

    This activity concept has been co-created by DDB Mudra and Elements MediaWorks and the digital solutions are from 7Edge.

     

  • The war of words between Flipkart & Snapdeal founders could see a change of equations. At least Future Group CEO Kishore Biyani thinks so

    Does tweet spat herald consolidation?

     

    By Sagar Malviya

     

    Future Group CEO Kishore Biyani said the Twitter spat between India’s ecommerce poster boys Sachin Bansal and Kunal Bahl could indicate a consolidation wave triggered by Alibaba’s imminent entry into the space.

     

    Biyani, who runs the country’s largest brick-and-mortar retail company and is known to disparage ecommerce rivals, said social media had become the medium of engagement for many entrepreneurs. “Very often I see conversation as a precursor to hint something strategic or big. In this case, it could even be consolidation or something more,” he said.

     

    Flipkart’s Sachin Bansal vs Snapdeal CEO Kunal Bahl: Right guys stuck in a tough ecommerce battle

     

    By Biswarup Gooptu & Madhav Chanchani

     

    Three months into 2016 and the battle lines between India’s top two ecommerce companies are being drawn deeper. The exchange of barbs between Flipkart’s executive chairman Sachin Bansal and Snapdeal CEO Kunal Bahl on Twitter on Friday evening wasn’t merely a spillover of their rivalry but emblematic also of the significant pressure they are under with investors’ becoming tightfisted. It portends more ugly confrontations.

     

    “While in 2014 it looked like the game had consolidated between Flipkart and Amazon, the market suddenly opened with Snapdeal, Paytm and Shopclues jumping into the fray,” said Harminder Sahni, founder of retail consulting firm Wazir Advisors. “Now investors are evaluating (ecommerce firms) closely, so it becomes (important to establish) not only how good you are but also how bad the other players are.”

     

    This year is expected to be an inflection point for Flipkart and Snapdeal, which, along with Amazon, have dominated India’s $23-billion (Rs 1.5 lakh crore) market but are yet to show paths to profitability.

     

    Investors who have poured billions of dollars into Flipkart and Snapdeal are pressurising the firm’s managements to optimise their operations, curb discounts and focus on improving margins as they seek ways to sell their investments and maximise returns. Both Flipkart and Snapdeal are scouting for new investors to back them as they compete for top honours in India’s ecommerce industry while staving off the challenge from Amazon.

     

    Flipkart has been in the market awhile to raise $1.4 billion and, according to media reports, had approached Alibaba for funding, but investors have become fussy amid growing uncertainty.

     

    Snapdeal was able to raise $200 million in February in funding led by Ontario Teachers’ Pension Plan at a valuation of about $6.5 billion. A lot of that money, though, went to existing investors selling their shares in the company. “The pressure is too much,” said Sahni. “I don’t think we have seen this kind of a public spat between people from the industry in the modern times.”

     

    India’s ecommerce industry, though, is not in a position of uncertainty. In February, Morgan Stanley raised its forecast for the gross merchandise value of Indian online retailers to $119 billion by 2020 from its earlier estimate of $102 billion, indicating that more consumers are buying online.

     

    Source:The Economic Times

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

    Licensed to republish

     

    While the Chinese ecommerce giant is a fringe player in its core business-to-business online trade in India, it has an indirect presence in the country’s ecommerce segment. It invested more than $500 million for a 40 per cent stake in One97 Communications, which runs Paytm, a wallet and ecommerce company, while Snapdeal raised $500 million from a clutch of investors including Alibaba last year.

     

    Alibaba said recently it will make a direct entry into India’s online space and is said to be looking at several options. One could be increasing its stake in Paytm and spinning off its marketplace into a separate venture.

     

    It has also been reported that it (Alibaba) was talking to the Tatas for a broader strategic alliance besides deepening its relationship with Snapdeal.

     

    The consolidation buzz in the ecommerce space has been strengthened by talks swirling around Flipkart. The Economic Times (ET) had reported on failed talks between the company and Amazon. Flipkart founders Sachin Bansal and Binny Bansal denied this.

     

    ET and a few other newspapers have also reported that Flipkart was in funding talks with Alibaba. The founders of Flipkart and Snapdeal had lashed out at each other on Twitter Friday night over Alibaba’s entry plans.

     

    Bansal, executive chairman of Flipkart, indirectly criticised the companies in which Alibaba has invested. “Alibaba deciding to start operations directly shows how badly their Indian investments have done so far,” he tweeted.

     

    Bahl responded with. “Didn’t Morgan Stanley just flush $5 billion worth market cap in Flipkart down the toilet. Focus on ur business not commentary :)”

     

    The reference was to a mutual fund managed by Morgan Stanley marking down the value of Flipkart’s shares by 27 per cent, signalling that global investors believe India’s largest Internet company may be overvalued. Flipkart had said in a press statement that it is valued at $15.2 billion. A 27 per cent drop would put this at $11 billion.

     

    In comparison, stocks of Biyani-owned entities — Future Retail, Future Consumer and Future Lifestyle Fashions — have gained 14-80 per cent on the BSE and have a combined market capitalisation of $1.5 billion. Biyani had accused online retailers of adopting predatory pricing two years ago. Earlier this month, he released a series of ads targeted at the three main online marketplaces — Flipkart, Amazon India and Snapdeal.

     

    Last month, investor Rakesh Jhunjhunwala said ecommerce companies were attracting too much investment without any meaningful retail disruption and was bearish on the business model. “I will consider buying Flipkart’s stake if it is valued at $100 million,” he had joked.

     

    The combined losses of the three leading online retailing platforms widened to Rs 5,052 crore in FY15 as they spent heavily on infrastructure and discounts to woo consumers.

     

    Source:The Economic Times

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

    Licensed to republish

     

  • As media AOR, Maxus will manage all traditional media outlets as well as content marketing for the brand. The digital business will continue to be with ZenithOptimedia, which managed the OLX account until recently

    Move-de! OLX mandates Maxus with media duties

    By A Correspondent

     

    It’s now been made official. For the last few weeks (or was it months), it’s been known that leading online classifieds platform OLX has moved its non-digital media and content marketing mandate to Maxus India. Now it’s been made official.

     

    The account win happens after a multi-agency pitch held late last year. It will be managed by the New Delhi team lead by Maxus managing partner Navin Khemka. As media AOR, Maxus will manage all traditional media outlets as well as content marketing for the brand. The digital business will continue to be with Zenith Optimedia, which managed the OLX account until recently.

     

    Said Amarjit Singh Batra, CEO, OLX India on the move: “Changes in the technology and media domains, as well as the growth in the Internet business, not only offer new opportunities but also pose some interesting challenges. We feel that Maxus will be able to think strategically, and offer innovative business-led solutions for the same.” Commenting on the win Kartik Sharma, Managing Director- Maxus South Asia said, “Our vision is two-fold- to communicate their brand proposition through an effective media mix and creative strategies, and use those to accelerate business growth for the brand.”

     

    Navin Khemka, Managing Partner, Maxus added: “We are delighted to have OLX as a part of the Maxus Delhi team. Our experience and expertise in managing new age clients has helped provide them with an edge in the market place. We are confident about delivering ground breaking solutions for driving OLX’s business objective. We are looking at innovative and customized solutions to connect buyers and sellers in every small town and village in India.”

     

    Interestingly, Khemka moved to Maxus in July 2014 after spending over eight years at ZenithOptimedia (ZO) in July 2014 where again he managed the ZO business amongst several others.

     

  • The agency will undertake all the advertising, strategy and creative for the brands that come under the bath business vertical of Asian Paints

    Madison BMB wins Asian Paints’ bath business account

    By A Correspondent

     

    Madison BMB has bagged the Asian Paints’ bath creative mandate. The agency will undertake all the advertising, strategy and creative for the brands that come under the bath business vertical of Asian Paints.

     

    Said Manish Choksi, President, Home Improvement, International Business and IT, Asian Paints: “We are happy to have Madison BMB work on our bath business portfolio. In the short duration that they have worked with us, they have successfully created ideas and campaigns that have brought saliency for our bath brands. The conceptualisation and execution of ideas – both have been done quite well.”

     

    Added Prabha Prabhu, CEO, Madison BMB: “To begin with Asian Paints gave us a project on EssEss, (bath fittings and accessories), a brand that Asian Paints had bought over.  We did a good job in terms of strategy and creative. And that made Asian Paints give us the creative responsibilities for the entire bath business on a retainer.

     

    And this is what Raj Nair who is Chief Creative Officer at the agency said: “We are in the process of developing work that is above, below and through the line and making sure ideation with regard to strategy and creative is truly insightful followed by pitch perfect execution.”