MxMIndia

Category: MARKETING

  • Little's enriches the lives of young families by providing products that make the initial developmental years of a baby's life happier, healthier and safer

    Piramal’s baby-care brand Little’s unveils inaugural campaign

    By A Correspondent

     

    Piramal Enterprises’ Consumer Product brand – Little’s recently launched its first TVC in India. The advertisement has been created under the guidance of Prasoon Joshi, CEO, McCann World Group and media strategized in supervision ofSam Balsara, Founder, Chairman and Managing Director, Madison Communications.

     

    Little’s enriches the lives of young families by providing products that make the initial developmental years of a baby’s life happier, healthier and safer. The TVC emphasizes the strong bond between mother and the little one, capturing the joy of motherhood and candid moments of babies in everyday activities. These activities come across as ‘slice of life’ situations that mothers can resonate.

     

    Launched in India in 1980, the baby care brand Little’s is present in a wide range with more than 100 products including – baby feeding bottles, baby skin-care, baby grooming accessories, baby apparels, baby toys, baby bathing, bedding, travel accessories & baby toilet accessories. In November 2015, Piramal Enterprises’ Consumer Products Division acquired the brand which includes the entire product range across six categories. Little’swould be available across 3.5 lakh outlets in India and has been growing at a CAGR faster than the market over the past few years. Although the brand has had a market presence for the past 36 years and is preferred by millions of mothers,this is the first time that strong marketing levers have been deployed through advertisement to increase its footprint.

     

    Commenting on the marketing strategy for Little’s, Dhawal Katkar, Vice President Marketing – Piramal Enterprises Limited, “We aim to make Little’s India’s #1 brand in the baby care range. Little’s has been a preferred choice of mother’s since 1980’s and has a very strong heritage and equity in providing excellent quality products for babies of 0-4 years. We will be looking at scaling this up rapidly to make it the most loved brand for babies. When probing for insights on motherhood, what we discovered is being a mother is always a testing time for her, yet it is filled with very happy & joyous moments which is what makes her become a Little more mother every day. Little’s range of products seamlessly integrates and become a part of this everyday life of the mother & baby’s growth & development, to make it more memorable”. We plan to cover 90% of young Indian mothers through aggressive marketing plans this year.

     

    Commenting on the TVC Pradyumna Chauhan, National Creative Director, McCann Mumbai said: “Littles is a dream brand name for a range of baby care products. The strategy of this campaign is to make that brand name the preferred one for mothers. So we wove the word ‘littles’ throughout the spot including the jingle. As for the creative idea, we kept it simple. Truth is it’s the million little things a woman does for her child that make her a mother. Little’s knows that and supports every mother with its thoughtfully designed products in as many ways as possible.”

     

  • The commercial focuses on the generations in a family building their relations with each other and staying strong

    JSW Cement’s latest campaign focuses on durability and strength

    By A Correspondent

     

    JSW Cement Ltd has launched its second TVC focusing on how time strengthens relations in life and the thought that goes behind using the product which ensures durability when used. The principal concept of the campaign captures how JSW Portland Slag Cement takes a little more time to set but gives your house a lifetime of strength.

     

    The commercial focuses on the generations in a family building their relations with each other and staying strong just like JSW Cement. But isn’t it true that with time our relationships with our family members grows stronger anything made with patience, love and care lasts forever? Time is one of the key elements of this JSW Cement brand campaign.

     

    Rahul Akkara

    Rahul Akkara, Vice President Strategy & Brand, JSW Cement said,“We have 3rd Party test reports to claim that our strength grows over PPC and OPC cement over a period of time. The new ads from JSW cement look at how strength grows over a period of time.  Through the communication piece we are not only talking about increased strength over a period of time but we are also extending the usage of our products to applications such as beams, columns , slabs and roof .The new ad campaign developed by Ogilvy takes the route of relationships and shows how like the strength of PSC cement , relationships too grow with times.”

     

    Ogilvy’s Senior Creative Director, Ramakrishnan Hariharan says, “It’s always a pleasure to work with clients who trust our work and thinking. After an Effie-winning performance with last year’s debut campaign for JSW cement, it was imperative for our team to keep the brand love going with scripts that hit the sweet spot. With Vishwesh’s keen sense of direction, I think we have pulled it off pretty well. Hope it connects with the audience just like it did last year.”

     

  • In the latest campaign, FCB Ulka brings back the magic of the 'Zodiac Man'

    The Zodiac Man makes a promising return

    By A Correspondent

     

    Zodiac Clothing Co Ltd (ZCCL) has launched its S/S2016 campaign by bringing back the ‘Zodiac Man’ across three brands – Zodiac, Zod! Club wear & Z3 relaxed luxury.

     

    In the latest campaign, FCB Ulka brings back the magic of the ‘Zodiac Man’. The campaign talks about celebrating classic elegance this summer. The ads would cover the entire range of summer special offerings including linen suits, accessories, formal and casual linen shirts.

     

    Commenting on the campaign, Salman Noorani, President & Managing Director, Zodiac Clothing Company says, “The iconic ‘Zodiac Man’ was created way back in the 60’s by my father & Bal Mundkar of Ulka Advertising. My brother carried this campaign very successfully through the 70’s and early 80’s generating tremendous recall for the brand. Today I am delighted to revive this advertising icon. Our new campaign reinterprets the Zodiac Man for modern times and makes him relevant across our brands – Zodiac, Z3 & ZOD! Club Wear”

     

    Jonathan Harries, Worldwide Chairman FCB, who was actively involved in the campaign said, ““One of the most refreshing things about being involved in the Zodiac Man campaign was being in the meeting with Mr Salman Noorani. It’s so rare to be in an advertising meeting these days, anywhere in the world, and having the guy who can say “yes” in the room. In my opinion that’s the best, most efficient way to get to great advertising.”

     

    Haresh Moorjani, Executive Creative Director, FCB Ulka said, “The Zodiac Man is one of the most memorable campaigns in Indian advertising.  When we decided to bring him back, it was quite a challenge to reinvent him for 2016 .He had to blend machismo with sophistication, ruggedness with elegance. The campaign brings alive his personality across all the three brands — Zodiac, z3 & ZOD! But more than anything it is quite an honor to be associated with one of the most legendary advertising creations.”

     

  • On the day of the launch, the agency conceptualized a clutter-breaking idea to highlight different features of the car through larger than life installations at multiple locations

    Platinum executes outdoor innovation for Tiago with a twist

    By A Correspondent

     

    Tiago, the new hatchback from Tata Motors with new design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign. Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70+ cities/towns in metros, Tier II and Tier III cities.

     

    The campaign had two phases with the first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.

     

    On the day of the launch, the agency conceptualized a clutter-breaking idea to highlight different features of the car through larger than life installations at multiple locations.  Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi’s cut-out and a Tiago Zone at one of the busiest junction in Mumbai.

     

    Dipankar Sanyal, CEO, Platinum Outdoor said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets”.

     

  • Kanika Kalra brings over 12 years of rich experience in marketing operations to Snapdeal's leadership team

    Snapdeal appoints Kanika Kalra as VP-Marketing

    By A Correspondent

     

    Snapdeal announced the appointment of Kanika Kalra as Vice President – Marketing. A seasoned global marketing professional with a career spanning over 12 years, Kanika joins Snapdeal after several triumphant stints at Hindustan Unilever limited, Pepsico and GlaxoSmithKline Consumer Healthcare Limited.

     

    At Snapdeal, Kanika will be focused on making the business more customer-centric and ensuring creativity and impact in all communication.

     

    Welcoming Kanika, Rohit Bansal, Co-Founder, Snapdeal said, “We are thrilled to welcome Kanika. She comes with a vast and distinguished experience in brand marketing. As we look at defining more innovative solutions for our customers, I am sure she will add tremendous value and further fuel our growth”.

     

    Speaking about her appointment, Kanika Kalra said, “As ecommerce continues to revolutionize the Indian economy, I am confident that Snapdeal is poised to play an even bigger and more impactful role in the coming years. I am excited to be a part of Snapdeal’s journey and to shepherd the company’s growth as the country’s most preferred retail brand.”

     

    During her eight year stint as the Global Brand Director for Hindustan Unilever Limited, she spearheaded key innovations in the skincare category. Prior to that she was a part of the brand marketing teams at Pepsico and Glaxo Smith Kline Consumer Healthcare Limited.

     

    Kanika holds a Post Graduate degree in Marketing from IIM, Lucknow and a Bachelor’s degree in Mathematics from Delhi University.

     

  • Additionally, the collection includes a wide range of accessories like bags, belts, wallets and clutches that adds a dash of style to life

    Metro Shoes unveils ‘Find Your Pair’ integrated campaign

    By A Correspondent

     

    Leading fashion footwear retailer – Metro Shoes has launched their ‘Find Your Pair’ campaign. The campaign involves a multimedia integration of print, promotions, public relations and digital platforms to target men, women and children.

     

    ‘Find Your Pair’ campaign is about your eternal quest for arriving at your comfort zone through the right pair of footwear. The communication approach of the campaign is catchy, edgy and something that everyone will be able to connect with. Over the years, Metro Shoes has been in the business of creating a warm and service led approach of pampering your feet. “Find your Pair” campaign aims to bring the warmth of relationships we hold dear to the forefront. Nothing is more intimate than the shoes we have to walk in. And nothing is more important than the relationships we have in life. Today the brand works on the idea of providing footwear for every reason and every season. Their range of footwear caters to the need of all categories including men, women and children. This campaign also builds on the concept that fashion and comfort share a symbiotic relationship, which are also the two most appealing characteristics of the products of Metro Shoes.

     

    Talking about the new campaign, Farah Malik Bhanji, Managing Director and CEO, Metro Shoes Limited said, “Metro Shoes as a brand has always aimed at being pertinent to the times. We have designed this integrated campaign to appeal to the sensibilities of our target audience. To build a connect with the consumers we have launched a campaign that twists conventional ideologies and renders it relevant. We have a fantastic range of stylish, on-trend and contemporary footwear that will appeal to our all customers.”

     

    In line with Metro’s retail growth strategy, the new collection launched at its stores has a contemporary collection of footwear for men, women and kids. The wide range for men’s footwear includes boat shoes, oxfords, dress boots, loafers, brogues and derby shoes. The Women’s category will be a collection of high heels, clogs, mules, sandals, wedges, pumps and peep toes. Additionally, the collection includes a wide range of accessories like bags, belts, wallets and clutches that adds a dash of style to life.

     

  • Rahul Pansare joins as Head of Marketing, FCA India and Sushant Balsekar as Head of PR & Corporate Communications, FCA India

    Fiat Chrysler strengthens core team with senior level appointments

    By A Correspondent

     

    Fiat Chrysler Automobiles (FCA) India announced senior level additions to its core team with Rahul Pansare joining as the new Head of Marketing and Sushant Balsekar, the new Head of PR & Corporate Communications. These appointments come at a significant time as FCA gears up for the launch of Jeep in India and also planning for the next generation of FIAT products.

     

    Both Rahul Pansare and Sushant Balsekar have vast and a variety of experience in their respective functions and come to FCA India after having worked extensively with global automobile corporations.

     

    Commenting on the two appointments, Kevin Flynn, President and Managing Director, FCA India Operations, said, “I am delighted to welcome Rahul Pansare and Sushant Balsekar to the FCA India team. They both are strong and dynamic leaders in their respective functions and will help strengthen FCA’s presence in India. They come in at a crucial time as we are steering the organization into an all-new phase of development.”

     

    Rahul Pansare

    Rahul Pansare, a Mechanical Engineer and Management post graduate, comes to FCA with 15 years of diverse experience in Sales and Marketing across domains such as FMCG, Entertainment and Automobiles. His association with FIAT goes back to 1999 when he started his career at FIAT India as an engineer. Prior to joining FCA he was the Head of Communications in Volkswagen Group Sales India and the Brand custodian for their entire range of products. He played a vital role in developing innovative campaigns and sustaining market share for the Polo and Vento Brands in India.

     

    Sushant Balsekar

    Sushant Balsekar, an Automobile Engineer has 16 years of work experience spanning Automotive Journalism, Automotive PR Consulting, Corporate, Product, Brand and Strategic Communications as well as Marketing Communications. Prior to joining FCA he was a dedicated Communications Consultant to General Motors India. Sushant has previously worked in Nissan Group of India, Ford India and Ford Asia Pacific and Africa in a variety of communication roles. Through his career in Automobile PR and Communications he led several product launches and external communications initiatives.

     

  • Silvia has strong experience in the Fashion and Sports Industries in Brand and Product Marketing, Purchasing, Sourcing and Design

    Reebok India appoints Silvia Tallon as Senior Marketing Director

    By A Correspondent

     

    Adidas Group India announced the appointment of Silvia Tallon as Senior Marketing Director of Reebok India. Silvia will report directly to Dave Thomas, Managing Director, Adidas Group India.

     

    Commenting on the appointment, Dave Thomas, Managing Director, Adidas Group India, said, “Silvia’s rich experience and knowledge of the sports and fashion industries across the globe position her very well to drive Reebok’s positioning and ensure we connect even better with consumers and athletes in India. She has been successful across diverse geographies, brands and categories. Her passion for India and many visits here over the years – on business and personally – will also be an asset. We welcome Silvia into this role and wish her every success as she takes on this new challenge.”

     

    As Senior Marketing Director, Silvia will be responsible for driving the Brand and business for Reebok India. Her mandate will include the development of the Brand’s global go-to-market plan and its implementation. She will be responsible for the Brand’s strategic positioning and strengthening its association with athletes, consumers and fitness stakeholders across the country.

     

    Silvia has strong experience in the Fashion and Sports Industries in Brand and Product Marketing, Purchasing, Sourcing and Design. In her long and rich career, spanning over two decades, she has worked in numerous global companies such as Levi Strauss, Intersport and Vanity Fair and has worked across multiple geographies. She also worked in the adidas Group in Germany as a Global Category Manager for Swimwear for 3 years. Her most recent role was in Moscow at O’stin which included creation and implementation of strategic plans for their emerging product categories.

     

  • The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households

    Polycab’s latest campaign captures true joy as experienced by infants

    By A Correspondent

     

    To launch the Polycab range of ceiling, pedestal, wall and exhaust fans, RK Swamy BBDO has unveiled its latest campaign keeping in mind the extreme parity in the Fan category.

     

    The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households. It leaves them chuckling which is heart-warming, making for the line “Hawa jo dil ko chuu le”. The TVC ends with the brand promise ‘Connection Zindagi Ka’.

     

    Shashank Pore, the Chief Marketing Officer, Polycab says “Today, the fans category is cluttered with over eight players fighting in a mature fans category with very little technological change. About four of those players are more than five decades old. Polycab being a new entrant. Last year Polycab had set forth on a new path in its communication journey with launch of the mother brand campaign and promise. Later it was followed with a product led wires tvc. Beginning this year, we launched a new communication in the fans category. The space today is filled fan TVCs having quirky humour, loaded social messages or expertise platform etc.”

     

    “We wanted to go back to those simple, light hearted moments of joy generated when we just switch on a fan like Polycab, in the sweltering and tiring heat of summer.  We also need the payoff to be consistent with our mother brand promise of Connection Zindagi Ka and it does a good job of aligning along with lending newness to the Polycab Fans brand.”

     

    Sangeetha N of RK Swamy commented: “A fan is a parity product. So execution would be strategy. We needed something that would make an instant connection and also stand the test of time.   Thus we depicted babies thoroughly enjoying the simple joys of a good breeze. The nice breeze sets off some action around like a paper wind mill rotating, newspaper flying or a mobile swinging all of which results in chuckling, happy babies who touch the heart with their open enjoyment. And what sets off the lovely breeze – Polycab Fans of course. This  gentle, soft approach ensures that nobody will be tired of seeing the commercial again and again, thus helping build brand equity.”

     

  • The TVC created ripples in You tube with more than two lakh true views in five days

    Dollar unveils new TVC featuring Akshay Kumar

    By A Correspondent

     

    Dollar has released their TV commercial featuring brand ambassador, Akshay Kumar. The Bollywood action hero was seen wearing a Dollar vest and showcasing different stunts involving martial arts in the new TV commercial. The TVC has already fetched more than two lakh true views in just five days.

     

    With Akshay becoming the face of Dollar, the brand’s products have received widespread acceptance across millions of homes in India and abroad.

     

    The association with Akshay Kumar has created the perfect brand image for the company and it has been a journey worth mentioning. In this period the company has witnessed exponential growth in terms of sales, customer base, dealer distribution network and has become one of the most popular hosiery brands of the country.

     

    The basic motto of the TV commercial is to highlight how fitness and flexibility helps to overcome challenges. Andzei Matsukevits, acclaimed International ad filmmaker has directed the commercial.

     

    “Dollar as a brand always believes in having a fit body and a fearless mind. And the new TV commercial is a reflection of this belief”, added Gupta.

     

    Dollar will have a 360 degree advertising campaign across print, electronic, outdoor & online media to promote their new commercial.

     

  • The mandate is for a full-service digital business of Panasonic

    Panasonic India hands over digital mandate to Isobar India

    By A Correspondent

     

    Panasonic India has appointed Isobar, the digital agency from Dentsu Aegis Network, as their digital agency. The mandate is for a full-service digital business of Panasonic.

     

    Sharing his thoughts on the association, Sarthak Seth, Head – Brand & Marketing Communications at Panasonic India, said, “We are glad to see the enthusiasm that people at Isobar have for Panasonic. We’re really looking forward to innovative ideas that they bring to the table.” Seth added, “Panasonic is one of the pioneering brands in its category. Therefore, we prefer associating with people who share the same values and vision. With the kind of work Isobar has done in the past, we are confident that we’ll be able to accomplish some great work together.”

     

    Shamsuddin Jasani, Managing Director, Isobar India said, “Panasonic is a great brand to work with and we are very happy that they have chosen us to partner with them for their digital marketing needs. Our focus on creating brand narratives which ultimately lead to brand commerce are really hitting home with our clients.”

     

  • India's first digital talent hunt for children in association with #fame

    HDFC Life launches ‘HDFC Life YoungStars’

    By A Correspondent

     

    HDFC Life has announced the launch of India’s first ever digital talent hunt for kids for categories in dancing, singing, musical instruments and comedy. This unique initiative will invite talented children between the ages 6 and 14, from across the country to participate in the competition by uploading their video on its website www.hdfclifeyoungstars.com.

     

    Keeping with HDFC Life’s digital-first focus, HDFC Life YoungStars is driven primarily on the digital medium. Right from the call for entries round, wherein one just needs to upload a video on the website, to all its following phases, to the grand finale, the entire property is digital based.  Selected contestants who make the cut will be nurtured through the course of the show in their respective fields by the mentors. Finalists from each category will then get a chance to perform with their mentors and also win various other exciting prizes.

     

    Commenting on the launch, Sanjay Tripathy, Senior Executive Vice President & Head – Marketing, Analytics, Digital & E-Commerce, HDFC Life said, “The insight for this platform came from the understanding that parents are the first to spot a child’s potential talent. Parents are always looking for ways to help nurture the talent of their children, with the hope that their child will be able to harvest his/her complete potential. HDFC Life has always partnered with parents through financial planning to help children realize their full potential and capitalize on their talents. However, as a brand we have always believed in being more than just a financial enabler. Hence, with HDFC Life YoungStars we have gone a step further and created a platform where parents can help their kids to showcase, and nurture their talents under the guidance of our four talented mentors.”

     

    Further, Shreyas Rao, Senior Vice President, #fame said, “We are glad to associate with HDFC Life, one of the most forward thinking and digitally savvy financial services brands and Maxus in this exciting new initiative. At #fame, we have pioneered several properties capitalising on the power of mobile video to discover the new wave of exciting talent. HDFC Life Young Stars is a unique platform which will give young talented kids a digital stage to showcase their skills and get recognised.”

     

    Maxus ESP, the content arm of marketing services agency Maxus, played a pivotal role in conceptualizing the property with the brand’s objectives in mind. Besides partnering the creation process the team helped find the right platform and partner in #FAME by leveraging on its understanding of the media universe. Pooja Verma, Head, Maxus ESP said, “At Maxus ESP we believe that great content created by leveraging technology can significantly enhance the consumer’s experience of a brand. HDFC Young Stars is a great example of how we help make it happen. Today, the most commonly found gadget in the country is a handheld mobile device. What better way than using something as simple as a mobile to help encourage parents from all parts of the country to participate and showcase the talent of their kids. ”