MxMIndia

Category: MARKETING

  • This TVC marks Ola Micro's success in offering economy AC car rides at Rs 6/km across 42 cities in India

    Ola Micro seeks to redefine economy travel

    By A Correspondent

     

    Ola has launched its new TV campaign for Ola Micro, the most affordable ride in town. The humourous multichannel campaign created by Happy Creative Services shows a series of personal moments like a young father with his little son, a boyfriend splurging over his girlfriend and friends’ night out with the visuals underscoring the affordability of an Ola Micro at Rs. 6/km as against potentially expensive pursuits with loved ones!

     

    This TVC marks Ola Micro’s success in offering economy AC car rides at Rs 6/km across 42 cities in India. Ola Micro was launched with the aim to make AC cab rides more affordable for millions of Indians, who will potentially experience their first cab rides in this category. Ola Micro is a reliable mobility option at just Rs 6/km with low ETAs (Estimated Time of Arrival) for customers, available in under 5 minutes in most parts of the city. This category is a clear example of a solution tailored to suit the needs of the Indian customer who seeks a pocket friendly AC cab ride for regular use or is looking forward to experience a cab ride for the first time, alike.

     

    Raghuvesh Sarup, CMO and Head of Categories at Ola said, “Ola Micro offering an air conditioned ride at just Rs.6/km is ‘Made for India’. The campaign, targeted at young adults and working professionals, is a fun and entertaining take on how, in a world where even a walk with someone you love, can get really expensive; taking a cab ride will not be.”

     

    “Ola has been doing some exciting work in the category, constantly challenging and disrupting as a brand. Micro as a category is an absolute game changer for India. We wanted to bring alive to people the fact that we can end up spending so much more on a normal walk, than we ever will, on a comfortable ride in an Ola Micro.” said Kartik Iyer, Co-Founder and CEO of Happy Creative Services.

     

    The Ola Micro campaign is being run across media with a national as well as a hyper-local approach. With so many cities offering Ola Micro, the communication is partly via mass reach vehicles like TV and Social, addressing the universal benefits of Ola Micro such as availability and affordability, while a hyper-local media at the city and even locality level, reinforces Micro’s relevance in the local language and context using media like print, outdoor and in-community messaging.

     

    Ola Micro is currently available in 42 cities across India and offers the most pocket friendly riding experience. With a fleet of Datsun Go, Maruti Alto, Hyundai Eon and other air-conditioned compact cars, Micro delivers affordable mobility for millions of young Indians without compromising on comfort and convenience.

     

  • Cipla Health (a newly formed subsidiary of Cipla) with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand

    Cipla Health partners with Soho Square for Nicotex

    By A Correspondent

     

    Soho Square, Mumbai has bagged the creative mandate of Nicotex – Cipla Health’s smoking cessation gum.

     

    Himava Nath, Head Marketing, Cipla Health said: “Nicotex, the No. 1 doctor recommended brand in India, is the leading brand in smoking cessation. We have got significant growth for the brand, but we have only scratched the surface. Research shows that India is home to 12% of the world’s smokers, we feel Soho Square can help us unlock the true potential of the brand and achieve our vision of a smoking free India.”

     

    Samrat Bedi, Head of Office – Soho Square, Mumbai added: “Cipla Health is a big brand and we are glad that they have given us this opportunity. Nicotex is the market leader in the category, and Soho has been entrusted with strengthening this position. Cipla Health chose us having noticed the value we bring to the existing brands we handle… Of course, this is a very big win.”

     

    Cipla Health (a newly formed subsidiary of Cipla) with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand by providing innovative, consumer friendly products. Soho Square currently works with a number of brands including Tata Motors, YES Bank, H&R Johnson and Bisleri. The agency has recently been in the news for the launch of Bisleri’s soft-drinks range and Franklin Templeton’s “Good EMI” campaign promoting SIPs.

     

  • The commercial effectively brings out the key message of the brand: Always a Good Time for Cornitos

    GreenDot unveils new summer brand campaign for Cornitos

    By A Correspondent

     

    The flagship brand of Greendots Health food Ltd, Cornitos has rolled out two brand campaigns featuring their exotic flavors Spicy Peri Peri and Extra Cheesy, Cheese and Herbs Nacho Crisps for this season.

     

    The 10-second ad campaigns showcase two newly launched flavours of Cornitos Nacho Crisps, available in the market. The promo will run across all National and digital platforms. The ad features the entire range offered by Cornitos, with a focus on two newly launched flavours – Spicy Peri Peri and Extra Cheesy, Cheese and Herbs. The commercial effectively brings out the key message of the brand: Always a Good Time for Cornitos.

     

    Commenting on the launch of the ad campaigns, Vikram Aggarwal, Director of Greendot Health Foods Limited – Cornitos, said: “Being a preferred choice for healthy snacking, the new TVC will reinforce the brand promise of premium quality and great taste. The tonality and mood of the ad has been kept very simple and the ad will help us reach out to masses.”

     

  • The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon

    Gionee unveils new brand identity via latest campaign

    By A Correspondent

     

    Gionee, a global mobile phone brand is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. At the core of the logo change lies the fact that Gionee brings smiles on the faces of millions through its innovative technology.

     

    Interestingly, Gionee was associated with Kolkata Knight Riders as their principal sponsor, and there was an opportunity to leverage the team to talk about the logo change, and to launch it during the IPL – a high-decibel sporting spectacle in India. The task of launching the new logo using KKR was effortless and exciting.

     

    The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon.

     

    Explaining the communications approach undertaken by the brand, Nomit Joshi, AGM, Gionee said: “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline “Make Smiles” simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use Team KKR to unveil our new logo as they provide many of us a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”

     

    Sharing his views on the brief received by the client for the rebranding exercise, Syed Amjad Ali, Executive Director, Mullen Lintas said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo change signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”

     

    The film begins with the KKR team players waiting for their new jerseys to arrive from the dealer. In the interim, the team is seen discussing what new elements would be present on the jersey including a new logo of Gionee. Just then the delivery man arrives and delivers the package to the players who try on their respective jerseys with much joy. On seeing the new logo that signifies a smiling face, the team captain Gautam Gambhir goes on to exclaim that ‘Gautam would no longer be Gambhir’ after wearing this jersey.

     

    Sharing the creative execution undertaken for the campaign, Shriram Iyer, NCD, Mullen Lintas added, “The task of unveiling the new Gionee logo coupled with the brands association with team KKR allowed us to put the jersey to good use. The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity.”

     

    The film has been directed by Shayondeep Pal from Elements and has been launched ‘on and offline’ to coincide with the ongoing IPL season.

     

  • The latest film proves it’s never too late to take a leap of faith

    Tanishq encourages women to try something new

    By A Correspondent

     

    Tanishq has always been at the forefront of crafting flawless jewellery for the modern woman. In its latest commercial for the launch of Niloufer collection, the brand is celebrating the woman of today and how she looks forward to exploring different paths; be it her career or everyday life.

     

    The story focuses on the woman of today. A woman who is unafraid to speak her mind and knows what she wants while being successful in achieving it. A woman who knows how to convert her dreams into reality. The film showcases the brand’s latest diamond jewellery collection Niloufer as the perfect choice for the modern woman who pursues her passions whole-heartedly. The commercial shows how the contemporary design of the Niloufer collection is the perfect adornment that compliments her success.

     

    The film revolves around a young woman entrepreneur who has been recognized for her accomplishments. The narrative is light-hearted, yet evokes a sense of pride in the mind of the viewer and subtly brings alive the woman’s ability to persevere despite being faced with obstacles.

     

    The film ends with the line “for those who are willing to try something new”, which captures the essence of the occasion.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “The Indian woman is evolving. She is not afraid to venture and explore uncharted paths. She is no longer behind the scenes. She is out there, wants to be heard and she wants every piece of jewellery she adorns to reflect her fiery personality. Keeping this new-age woman in mind, we at Tanishq have launched Niloufer. This collection film echoes the sentiment of the modern woman; a go-getter who is unafraid while also wanting to be fashionable. This contemporary collection is sure to compliment her in every path that she explores, giving her the confidence to be the progressive woman of today”

     

    Rajesh Ramaswamy, Executive Director, Lowe Lintas added, “This collection has some very interesting new designs. It’s for someone who is keenly seeking out something new and different. And is willing to experiment. Usually these kind of people are portrayed as someone very bold and slightly cold. Which is not entirely true. We’ve shown the story of a young entrepreneur. While it’s about her achievement, we presented the human side of her story. A successful woman who remembers her ‘sorry’s and doesn’t forget her ‘thank you’s.”

     

  • Zaidi was last associated with the Reliance Anil Ambani Group as Group Spokesperson & Sr. Executive Vice President, Corporate Communications

    Askari Zaidi joins Teamwork PR as Director & CSO

    By A Correspondent

     

    Veteran media and communications professional Askari Zaidi has joined Teamwork Communication Group as Director & Chief Strategy Officer (CSO), giving a huge boostto thestrategicobjectives of the rapidly growing public relations and media advisory agency.

     

    In his last role, Zaidi was associated with the Reliance Anil Ambani Group as its Group Spokesperson & Sr. Executive Vice President, Corporate Communications. Before joining Reliance, he had worked as Group Head, Corporate Communications with theJaypee Group, Jindal Steel & Power Ltd, and Ispat Industries Ltd.

     

    Headquartered in New Delhi, Teamwork is a premier engagement-focused speciality media relations and communication advisory. While creating a niche in the area of healthcare, wellness, education and startups, the group has handled communication and promotional requirements of diverse corporations. It has also institutionalized some of the major industry platforms for health such India Health & Wellness Summit and Awards.

     

    Over the past 10 years in Corporate Communications, Zaidi has handled brand building, reputation management, media relations and mega events in various sectors such as infrastructure, power, steel, cement, real estate, and sports.

     

    “With his wide ranging experience and deep insight in the functioning of the Indian mediaand corporate communications in large companies, Zaidi brings crucial strategic guidance to the team and his associationwill add a new edge to the services that the group provides. We are both thrilled and overwhelmed to have him as a part of our senior management team, says Kamal Narayan Omer, Managing Director, Teamwork Communications Group.

     

    He is expected to bring a new vigour and value to the organization where his role will include synchronizing the processes and daily strategies with the larger strategic objectives of the organization. He will strengthen the company’s strategic-planning processes by lending a long-term vision to it, and forging new working relationships and synergies across the organization.

     

  • The brand is fast increasing its footprints across the country and is poised to launch many more attractive handsets and mobile accessories in the coming days

    Hitech Mobiles signs Arjun Kapoor as brand ambassador

    By A Correspondent

     

    Hitech Mobiles has signed bollywood superstar Arjun Kapoor as their brand ambassador for tenure of two years. Arjun Kapoor will endorse the group’s complete range of smartphone, feature phone and mobile accessories. The deal was facilitated by Cornerstone Sport- Mumbai based, Sports Marketing & Talent Management agency.

     

    “We are very excited to welcome Arjun Kapoor in our Hitech Family, as we both are in a growth path. The signing will help us to spread our footprint across India, the association with him is an ideal partnership for us to reach out to the younger generation as his star power among the youth can initiate change and can influence them,” said Mohammed Gyasuddin, Managing Director, Hitech Mobiles.

     

    The association of Hitech Mobiles with Arjun Kapoor is an attempt to expand their business beyond Eastern India. Hitech Mobiles will step into 360 degree advertising campaign across print, electronic and outdoor media including cyber media to promote the brand.

     

    Hitech Mobiles, headquartered in Kolkata, is one of the pioneers in Indian Mobile Revolution. The brand is also in the forefront of the ongoing “Make in India” program. Its’ state of the art 72,000 sq ft mobile assembling plant is not only the first Greenfield integrated mobile factory in East India but also a symbol of nation’s progress. Hitech Mobiles currently has 2 overseas offices in China, 15 domestic offices and over 350 service centers throughout India.

     

    The brand is fast increasing its footprints across the country and is poised to launch many more attractive handsets and mobile accessories in the coming days.

  • The Capricci, campaign creatively depicts the different moods of a woman through seven nose pin jackets

    Forevermark unveils latest campaign for Capricci

    By A Correspondent

     

    Forevermark has announced its first India specific advertising campaign for Capricci.  The campaign is a reflection of the many expressions and choices of the modern Indian woman. The campaign has been developed and conceptualised by J. Walter Thompson India (JWT, India) and produced and directed by Prashant Issar Sippy of Tubelight Films.

     

    Conceptualized on the idea of ‘Wear What You Feel’, the Capricci, campaign creatively depicts the different moods of a woman through seven nose pin jackets. In the commercial, the diamond at the core represents the beauty and inner strength of women while the different jacket shapes signify the various sentiments and the versatile personality of women. The campaign also showcases the versatility of the Capricci collection which includes one classic Forevermark diamond nose pin, seven exclusive jackets for everyday of the week, two Forevermark diamond stud earrings and one charm bracelet. The jackets can be interchanged and worn as different nose pins. Alternatively, the jackets can also be attached as charms to the bracelet.

     

    Talking about the campaign, Sachin Jain, President, Forevermark commented, “We at Forevermark are proud to launch our first ever India based campaign. The inception of the collection was made in our Diamond Acquisition Study which showed that the nose pin is the second most widely purchased item next only to finger rings. The collection and the campaign pay homage to the modern women of today who are confident, versatile and have their own unique ways of expressing themselves. The campaign showcases different facets of a contemporary Indian woman through simple day to day situations that are significant to her and bring meaning to those around her.”

     

    Tista Sen, National Creative Director, JWT, India added, “This is the first time Forevermark has explored diamonds in the nose pin category. Something traditional, that is still very modern. We called the collection, The Capricci Nose Pin Collection. Capricci means mood in Italian. This allowed us to beautifully capture the essence of a woman’s different moods through beautiful pieces of jewellery. Our objective was to bring out the versatility of the product, which includes a nose pin stud with seven inter-changeable jackets, a charm bracelet and stud earrings. A collection that will connect with today’s young women as much as the sequences we’ve used our protagonist in. Whenever you work on an iconic brand, especially one as prestigious as Forevermark which is part of the De Beers Group of Companies, you suddenly feel like a part of its history.  And we’re going to make history once again, by creating pieces of work that are as exquisite as the jewellery we’re advertising.”

     

  • The agency harnessed an innovative idea to play with 1500 Dots through outdoor installation for Moods Condoms

    Rediffusion YR executes innovative campaign for Moods

    By A Correspondent

     

    Despite being the origin of Kamasutra, people in India are surprisingly shy to talk openly about sex thereby condoms.Only 5 per cent purchase reflects the stigma attached as people are embarrassed to buy condoms.Moods wanted to promote the use of condoms without making the consumer uncomfortable.

     

    The agency conceptualized the installation ideas with balls signifying the dots on the condom for enhanced pleasure.

     

    Installations with Telephone booth, car and bathtub filled with the balls were set up in buzzing malls, exhibiting these red colored dots with one striking message; ‘Play with 1500 dots’.

     

    The very first installation went live around the Valentine’s Day earlier this year, and recently another set of installations were seen creating buzz.

     

    The idea has been receiving favorable responses by all. Some clicked pictures; some asked questions, while some even carried them back home waiting to be pleasantly surprised with condoms inside them. These installations created a successful interactive forum making a conversation reserved for closed doors, the talk of the town.

     

    The brand campaign rolls later this month.

     

  • Skoda, Idea, Platinum Guild, Max Retail, Wrangler, Nike were a few clients supported this initiative

    Kinetic takes an initiative towards Sustainable environment

    By A Correspondent

     

    Earth’s Day is celebrated worldwide on 22nd of April to demonstrate support for environmental protection, where in; numerous events, seminars, initiatives are organized all over the globe. In order to contribute towards same Kinetic India has joined hands with their clients and media partners to take small initiative in this direction. On the day, Kinetic switched off the billboard lights and neons from 7pm – 8pm in eight metros on which their client campaigns are live contributing to saving around 22.70 Lac watt of electricity in an hour. Skoda, Idea, Platinum Guild, Max Retail, Wrangler, Nike were a few clients supported this initiative.

     

    On this occasion, Suresh Balakrishna, CEO – South Asia and Middle East commented, “Kinetic Worldwide is a corporate that is very aware of its social responsibility. Earth Day is just one such step in doing our bit for the environment and helping conserve it. We got a lot of support from our clients like Skoda, etc who have also contributed to the cause. You will see many such initiatives from Kinetic as the year rolls out.”

     

    Adding to above, Vaishali Banerjee – Managing Director, Platinum Guild India stated, ‘The Earth Hour, is an effective way to spread awareness on environmental issues. Over the past few years it has become important because this gives a chance for millions of people to take a stand and actually make a difference. We have joined hands with our partners Kinetic to show our support for this cause. Through this we are ensuring that we do our bit, in reducing carbon emission and save energy. We feel this will go a long way towards making this a better planet for our future generation to come”.

     

    Commenting on this initiative Skoda India Brand said, “A small step towards a big cause of creating a more sustainable environment for a better future”.

     

    Kinetic Future further pledges to take up yearly initiative of beautifying the space at Kolkata – Taratala Flyover in association with Hiland Greens and AMM. Delhi – Vodafone Belvedere Park Metro Station which will be enhanced with Green Initiative project by planting nursery and trees.

     

  • With this campaign, the brand reaffirms its American lineage

    Law & Kenneth Saatchi & Saatchi creates latest TVC for Jockey

    By A Correspondent

     

    Jockey, the American inner wear and leisurewear brand has been in the news for the last couple of years around its multiple and innovative product lines like USA Originals and POP Color. They also introduced newer technology and styling options in their Women’s range.

     

    Law & Kenneth Saatchi &Saatchi, has conceived its latest campaign ‘Feels Like Jockey’ which consists four individual films and one 60 second montage version, along with radio and outdoor executions. With this campaign, the brand reaffirms its American lineage.

     

    The films feature young men and women waking up and starting to move to the soundtrack of ‘Feelin’ Good’ by the legendary Nina Simone. Choreographed by Dena Thomson (best known for Sia videos)the films have been directed by Indian-American director Isaak Ravi shankara (also known for Hozier videos).  The films were shot in Los Angeles by an all American crew.

     

    Talking about the campaign, Rahul Nangia, Jt.NCD, Law &Kenneth Saatchi & Saatchi said, “These films have brought together an interesting bunch of performers and artists. It was great to see so much talent and skill working together to create this piece.”

     

    Vedji Ticku, COO, Page Industries said, “With this campaign Jockey further builds on its international lineage and strengthens its core of comfortable innerwear. The campaign also ensures the brand continues to stay relevant to the everyday lives of the evolving younger generation.”

     

  • The idea stays simple, that is, every drop of Tropicana Slice equals rasbharaaaam

    JWT’s new twist for Tropicana Slice

    By A Correspondent

     

    In its journey through the years, Tropicana Slice has been synonymous with mango. This year, Tropicana Slice compass has taken a new direction by combining the mango drink with the experience of consuming a real mango, closing the gap between its bottle and a real mango itself via a fresh new mode of communication. The latest Tropicana Slice TVC by PepsiCo has been conceptualized by JWT-Delhi.

     

    The film opens with our avid mango-lover Katrina sitting in a beautiful outdoor café. She orders her favourite bottle of Tropicana Slice, refusing a glass, she picks it up and instead of uncapping it, she just bites into the bottle which itself is a real mango!!

     

    We can see the juice oozing out from between the cuts of the bottle. The onlookers are mesmerized, as the mango juice flows through her fingers while she’s taking bites from the mango-shaped bottle. It all looks beautifully surreal with this bottle providing an excellent pathway to a completely new product outlook. The TVC ends as another café customer orders the same bottle for her and the voice-over says, “TropicanaSlice, harghoontrasbharaaam”.

     

    This new take using the mango pattern of the Tropicana Slice bottle into a real mango reiterates the fact that this is a mango experience like no other. Tropicana Slice has played a major role defining the real longing and love for mangoes. The idea stays simple, that is, every drop of Tropicana Slice equals rasbharaaaam.