MxMIndia

Category: MARKETING

  • The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R

    Dentsu crafts latest campaign for CB Hornet 160R

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has premiered the TVC for its latest CB Hornet 160R. In sync with its aggressive warrior styling, the new commercial of CB Hornet 160R coincided with the world television premier of Bajirao Mastani.

     

    The campaign has been developed by Dentsu Marcom.

     

    Indian youth is supremely ambitious and confident, they believe in their dreams. Inspired by their dreams, Honda launched its faster, smarter and sportier marvel on two wheels –CB Hornet 160R in December 2015. Since then, the CB Hornet 160R is fast gaining acceptance among youth and sales have already crossed 50,000 units in less than five months since its launch.

     

    As a next step, the objective of the first TVC is to build on the early success of CB Hornet 160R and contribute to further consolidating Honda’s share in the 150-200cc motorcycle segment.

     

    The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R and its advancements in terms of performance, style and technology to the target audience.

     

    The film was conceptualised to show the inherent connect between new CB Hornet 160R and its identified target group. Today’s youngsters are clear on expressing themselves and work on their physical built as well as aggressive built of their performance bike.

     

    Similarly, the aggressive CB Hornet 160R is built to perfection carrying the minute details of reaching the ultimate perfection of built, quality and unmatched performance.

     

    The film explores the parallel journey of men building their bodies and the CB Hornet 160R being built in the factory. Fast-paced and edgy, the TVC, though visual and sound spectacle shows the coming together of, ‘building of the human body’ and ‘building of the bike body’, for road ripping ride. This is followed by thrilling shots of the riders creating an X on the tarmac that resembles the X-shaped LED tail lamp on CB Hornet 160R. The film ends with the tagline ‘Built After You’.

     

    Elaborating on Honda’s communication line for the CB Hornet 160R, Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “The 150cc-180cc segment is leading overall motorcycle growth. Customers of this segment demand best performance without any compromise in styling, which reflects their inherent aggressive go-getter attitude towards life. Inspired by them, Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase the attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine- the CB Hornet 160R. Within just 4 months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.”

     

    “The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles” said Titus Upputuru, National Creative Director – Dentsu Marcom.

     

  • The brand believes that the TVC, driven through dance and music, is a pragmatic way to reach out to college students and young adults who are the core consumers of Tic Tac

    Tic Tac unveils latest campaign targeted towards youth

    By A Correspondent

     

    Tic Tac is a youth brand that believes in sparking little refreshing moments of life and helps to break the monotony and boredom. It is positioned as a brand that stands for friendship, caring and fun. All its communication has successfully strengthened the core proposition of ‘Refreshment to be shared’.

     

    Ferrero India spokesperson said,”As a brand it’s important for us to be an integral part of the youth’s life across platforms – they are an audience that gets bored easily – always looking for inventive ways to have fun.  We have aimed to present this truth to our consumers through the new dance and music TVC. The TVC also brings to life the brand values of fun, friendship and sharing and reinforces our core brand proposition of Refreshment to be shared”.

     

    Commenting on the campaign, Sujala Martis – VP at GREY said, “Tic Tac is not a serious mint – its semiotics and associated rituals define its role. With this film, the attempt is to continue on the journey of Tic Tac being the fun starter, while also making the brand far more aspirational. What becomes a unique property is the ability to create music using the Tic Tac pack, thus adding another fun ritual apart from sharing.”

     

    Working on the same positioning platform, the brand has introduced the latest TVC. It is an attempt to drive the idea of creating little fun moments and how in a moment of daily nuisances, Tic Tac comes to the rescue.

     

    The brand believes that the TVC, driven through dance and music, is a pragmatic way to reach out to college students and young adults who are the core consumers of Tic Tac.

     

  • HansaCequity's Consumer Consumption Insights(CCI)study forecasts changes happening in India's consumer economy parallel toIndia's GDP growth

    Discretionary spending to contribute major share of Indian household expenditure by FY21

    By A Correspondent

     

    With the rise of India’s middle class population, discretionary spending is gradually getting more prominence in the consumption basket, finds a recent Consumer Consumption Insights white paper published by HansaCequity — India’s leading customer marketing company.

     

    The white paper states that the share of discretionary spending is expected to contribute 56 per cent of Indian household expenditure by FY21. Estimates show food (including processed food) & beverage (42per cent), education (7per cent), conveyance (7per cent), medical (5per cent) and durable goods (6per cent) would find the top spot in household consumption expenditure for 2021.

     

    The report summarises the key takeaways on Indian household’s consumption pattern, debt and asset position, usage of plastic cards, brief insights on consumer confidence survey along with our estimates and forecasts and attempts to highlight changes happening in India’s consumer economy parallel to India’s growth.

     

    The white paper also forecasts some key changes with respect to the rural-urban spend. It predicts that in rural areas expenditure on conveyance, education and medical is on the rise, whereas in urban areas conveyance, personal care and medical will account for large part of non-food expenditure in urban areas. This signifies that larger portion of household’s income will be spent on self-care, self-development, and education. It also predicts motorcycle/scooter, mobile phone handset and other durables to show a substantial rise by 2025-26.

     

    The white paper, however, found that credit cards are still lagging behind in the payment choice. Undoubtedly, cash and debit cards are the preferred choice. High interest rates, pre-screening requirements, security fears by households are some of the reasons for this lag. This leaves a lot of space for mobile payment system (using mobile as card), mobile wallets and other innovative channels of payment (pre-paid, EMI cards by big hypermarkets, retail brands).

     

    According to various estimates in the market, India’s internet population is expected to reach half a billion by 2018. This presents a huge opportunity for companies to target, segment, interact with their present and future customers. This makes it very important for companies to analyse their customer’s social media preferences to influence them online for their final spending decisions.

     

    HansaCequity Co-founder and COO, Ajay Kelkar said, “With India’s middleclass population on the rise, the marketers are keen to understand on how much each individual household spend& what are the changing dynamics of these spending patterns. Knowing how the households (rural/urban) are likely to spend, on which product categories, segments and in what proportion, and the underlying dynamics involved becomes ever more important for companies, brands, policymakers and investors.”

     

    HansaCequity Co-founder and CEO, Swaminathan S. added, “Household consumption data & insights and its changing trends over time show severalinteresting current and future share-of-spends by Indian households, their tastes and preferences, changing socio-economic patterns etc. and therefore their impact in spending patterns & how they are likely to shape in the future. If consumption data is seen from the lens of the basket of what people buy –it clearly points out to on-going larger share of discretionary spends – it also gives a leading indicator of the type of household they are or moving towards.”

     

    The report, prepared by the research team from HansaCequity Customer Consulting Practice supported by Econometrics Research Team, is aimed athelping marketers navigate the changing dynamics of Indian households’ spend trajectory.

     

  • The new TVS Victor has been positioned as a family bike as the various product features are specially engineered to deliver superior comfort to a family

    For TVS Victor, it’s comfort that matters for bike owners

    By A Correspondent

     

    TVS Motors has rolled out its much awaited motorcycle, TVS Victor in an all new avatar. The versatile and visually exciting motorcycle will be positioned in the executive segment. Poised to be game changer in the segment, this product sets the benchmark even higher with emphatic design language, industry defining technology and an arresting interplay of attractive graphics. With this launch, the company now has the widest product portfolio, spanning across the commuter, executive and premium segment.

     

    In order to generate buzz around the same, TVS Motors has launched a pan-India marketing campaign, comprising of print, digital, TV and radio ads, around the central theme of ‘comfort.’ The new TVS Victor has been positioned as a family bike as the various product features are specially engineered to deliver superior comfort to a family.

     

    Arun Siddharth, Head – Motorcycles, TVS Motor Company said, “We wanted the central theme of the campaign to be Ride Comfort, a key attribute of the product that we want to highlight prominently. TVS Victor has been positioned as a family bike, engineered to deliver superior comfort to a family. So comfort became the central guiding theme for the entire campaign and we asked McCann Erickson to reiterate this benefit by bringing it to life through real life instances around comfort, while riding on a motorcycle.”

     

    Partha Sinha, Vice Chairman & MD, MWG India said, “Songs are associated with riding comfort from time immemorial – there’s enough collective memory around that. We decided to bring alive the superior comfort of the new TVS Victor through this song. The new Victor has some great features that make its riders feel extremely comfortable and happy. In our riding song, we wove in the bike’s keyfeatures in such a way that it captured the joie de vivre of the TVS Victor rider(s).”

     

  • Team from Miami Ad School consisted of three students – one each from Mumbai, Madrid and San Francisco

    Miami Ad School bags a Pencil at D&AD Awards 2016

    By A Correspondent

     

    A group of three students from Miami Ad School won a pencil at D&AD awards in the New Blood category on a campaign built to empower the audience to take action against injustice in a real and meaningful way.

     

    ‘Taking Injustice Personally’ is their big idea for Amnesty International in the New Blood Awards 2016. People engaging with Amnesty do not see human rights as very relevant to their lives and that was the challenge. The campaign called for entries to bring to life the meaning of ‘Taking Injustice Personally’ for the target audience, and help them to see Amnesty International as the way to do something about it.

     

    Team from Miami Ad School consisted of three students – one each from Mumbai, Madrid and San Francisco. Upaasna Rajaram, one amongst the three students is pursuing her second year of Copywriting program at Miami Ad School, Mumbai. On winning a pencil, Upaasna says, “We chose Amnesty International because the brief was something that we all related to and we thought it did more than just advertising for a product or service. It feels great and almost surreal to have won the coveted pencil since D&AD is one of the most difficult student advertising awards to succeed in.”

     

    The campaign is designed to be a new series from Netflix & Amnesty International that helps give a voice to the victims of human rights violations. Audiences can learn more about the issue, the characters and their stories with each ongoing episode. Before the finale the series becomes interactive, empowering invested viewers to make a difference that they can actually see.

     

    On winning this award, Raj Kamble, Director, Miami Ad School, Mumbai commented “It is a delight to see our students win prestigious awards consistently across award platforms. 31 nominations and awards in three years is fantastic. Kudos to the students!”

     

  • Santosh Desai and Neeraj Kakkar engage in a discussion on 'Marketing of Nostalgia' organised by the IAA India Chapter

    Nothing wrong with cashing in on nostalgia!

     

    By Anuka Roy

     

    According to Oxford Dictionary, nostalgia means a sentimental longing or wistful affection for a period in the past.  This same longing for the past is being used by marketers to promote their products. Be it the #BacktoSchool campaign of Pepsi, which brought back our high school memories or the series of Maggi commercials that are on television today, or the Paper Boat ads, they strike an emotional chord with the consumers.

     

    Taking a cue from the latest trend, the India Chapter of International Advertising Association (IAA) hosted IAA Conversations with Neeraj Kakkar, CEO, Hector Beverages and Santosh Desai, MD and CEO, Future Brands on ‘Marketing of Nostalgia’. Kakkar’s company produces Paper Boat, with traditional Indian flavours,  which have become quite popular since its launch. The brand is also known for the nostalgic ads they feature to promote their products. From sharing chilli guava after school to a mother secretly keeping aside a bowl of aamras for the daughter, Paper Boat has experimented with everything people feel nostalgic about.

     

    So, is it marketing cashing on nostalgia? “Marketing connects with human motivations of various kinds and it talks to people about what they need. Nostalgia is a very important part of our lives. It has nothing to do with marketing. The idea of nostalgia is intrinsic to life. And marketing connects with anything that is intrinsic to life. So, ‘Marketing of Nostalgia’ is not in any way exploitative. It is perfectly legit able to connect it with nostalgia” said Desai. Paper Boat has been successful in pulling off nostalgia and marketing. Speaking on how they thought of this combination, Kakkar said, “All these recipes go back thousands of years. They are handed over from one generation to another. These are what we used to consume and these have disappearing because they are not available in packaged form. We are trying to preserve those cultural and traditional recipes in the newer age form. In our case we are trying to communicate authenticity by showing those pure innocent memories”

     

    This is not the first time that brands are trying to make people reminisce their past, Internet Explorer launched their digital campaign ‘You grew up. So did we.” They took the consumers on a time travel trip to the 80s and 90s era. This proves that nostalgia as a key element has worked for marketers. “Whenever it is real, it works for a brand. In the case of Maggi for instance, what it presents is a memory that most people would share and nod, and say yes I was there too. That kind of nostalgia has way because it’s grounded in reality” said Desai. “It’s not necessary that nostalgia is a formula that would work in each and every case. I mean it must have some enabling conditions in which it can work. Authenticity, is one important element for nostalgia to work”

     

    In most of these cases, it is seen nostalgia in the form of childhood has been major aspect to market the products. So, why not explore the other aspects of nostalgia? “When we were thinking about these drinks, I had a memory of a drink called kaanji. It was made for me as a child that drink has disappeared now. That drink is now a memory for me. Childhood is a state when we do not understand relationships, law, and gravity; there is so much of innocence in you. We are trying to communicate that same innocence and memories with this product” Kakkar replied. However, Desai had a relatively different point of view. He said, “This thing that nostalgia must necessarily be rooted in childhood is not true. Nostalgia is actually a return to an idealized and often imaginary state of innocence. So, I don’t think it is necessarily true. Nostalgia is almost always an idealized state of longing. It may refer to childhood, which is universal. But it could refer to other states too”

     

    Whether incorporating nostalgia in marketing helps generating revenue for these companies or not is a different question but it sure does take consumers down memory lane, which in every once in a while is a good path to be in.

     

    The discussion was moderated by MxMIndia editor-in-chief and Consulting Editor, BrandStand (Zee Business) and dna of brands (dna). Earlier, Srinivasan K Swamy, President of the IAA India Chapter, welcomed the invited audience.

     

  • Brings on board the Bollywood and now Hollywood sensation as part of its new repositioning

    Parle Agro’s Appy Fizz appoints Priyanka Chopra as brand ambassador

    By A Correspondent

     

    After a decade since its inception, Parle Agro’s Appy Fizz has been repositioned as a bold, memorable and cult brand. The invigorated brand identity showcases it in a far more edgy and intriguing personality. The brand has also associated with Priyanka Chopra as its new brand ambassador who fittingly comes on board, highlighting the brand values of the new Appy Fizz.

     

    Since its launch, the brand has been considered to be quite intriguing owing to the packaging design and the bottle structure being widely accepted by the consumers. The new image is personified with a new campaign imbibing the values of being mysterious and intriguing exuberating confidence and the right attitude which is highlighted in its visual identity, communication and packaging design. The evolution aims to make it more contemporary and solid and help the brand scale itself to the next level.

     

    Appy Fizz has not only created the category in the country but also continues to be the market leader. Year after year, the brand has seen double digit growth without much push on advertisements and marketing and has become a phenomenal success.

     

    Commenting on new campaign, Nadia Chauhan, JMD & CMO, Parle Agro Pvt. Ltd. said “Today consumers are increasingly becoming conscious of what they are consuming and Appy Fizz has always maintained an aspirational imagery. Keeping this in mind, we have repositioned the brand to up its attitude and become edgier, bolder and sexier! Priyanka as a brand ambassador seamlessly fits this persona. We strongly believe that this collaboration and the new look of Appy Fizz will help reinforce the drink’s command and remain a leader in what will be an approximately 3000cr fruit-based carbonated category in five years.”

     

    In the new television commercial, Priyanka Chopra is seen willing to take bold, adventurous actions in order to stand out from the crowd. With a confident attitude she asserts how she would like things to be. While shooting a regular, lackluster advertisement, she decides to take things into her own hands and tells everyone what really goes in making a good advertisement.

     

    Creative agency, Sagmeister & Walshcame came onboard for the new Appy Fizz TVC campaign. The brand has strived to remain bold and unconventional with out-of-the-box marketing and creative strategies. The television commercial was directed by Julien Vallee& Eve Duhamel and produced by Mathieu Dumont of Sailor Production. The music was developed by one of Bollywood’s best, Amit Trivedi.

     

    “The new campaign for Appy Fizz visualizes carbonated bubbles through different sized circles which come to life through animation in digital and TVC platforms. We worked with Priyanka Chopra for the TVC to create a bold and visually memorable film for Appy Fizz. In the TVC Priyanka “sheds” the sweeter image of the brands past for a new, bold, sexier attitude that the brand will hold in campaigns moving forward,” added Jessica Walsh, Partner, Sagmeister & Walsh.

     

  • Anurita holds a Masters degree from SP Jain Institute of Management & Research, Mumbai

    GSK appoints Anurita Chopra as Area Marketing Lead – Oral Health

    By A Correspondent

     

    GSK Consumer Healthcare Ltd, announced the appointment of Anurita Chopra as Area Marketing Lead – Oral Health, ISC. Based in Gurgaon, Anurita will report to Manoj Kumar, Managing Director for India Sub-Continent. She will succeed Charubala Sheshadri who moves on to Nyon, Switzerland, as Global Marketing Director for Respiratory Health.

     

    Announcing the appointment, Manoj Kumar, Managing Director, GSK Consumer Healthcare, said “Anurita brings with her over 16 years of rich consumer marketing and brand management experience and has an exceptional track record of business successes in each of her previous roles. I am confident that under her able leadership our Oral Health Care category will deliver on our aggressive growth plans.

     

    On her appointment, Anurita Chopra said, “GSK Consumer Healthcare has iconic brands that have become a part of our lives in India. I am excited to be a part of this success story and work with the young team of to augment the reach and reputation of power brand like Sensodyne”

     

    Anurita joins GSK Consumer Healthcare from Philips India where she was the Business Head for the Personal Care category. She spent substantial time with Nokia in India, before joining Philips. Prior to this, Anurita worked with PepsiCo and Hindustan Unilever.

     

    Anurita holds a Masters degree from SP Jain Institute of Management & Research, Mumbai.

     

  • 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 2016 study on authenticity defines for the first time what consumers believe are the individual attributes of authentic behaviour

    Disney, BMW, Microsoft are Most Authentic Brands

     

    By A Correspondent

     

    Global Communications agency Cohn & Wolfe, a part of the WPP fold,  has unveiled its inaugural Authentic 100, an annual index of global brands ranked by consumer perception of authenticity. Among the Top 10 brands in the study are Disney, BMW, Microsoft, Amazon, Apple, Intel, Audi, Samsung, Adidas and Lego.

     

    The 2016 study on authenticity defines for the first time what consumers believe are the individual attributes of authentic behaviour and whether a brand displaying these attributes will affect the actions of consumers. The study identifies a large “authenticity gap” between brands and consumers, with 75 percent of nearly 12,000 consumers surveyed across 14 markets indicating that brands and companies have a credibility problem.

     

    Key findings of the study include:

    :: High Global Cynicism: Consumer cynicism is highest in Western Europe, with only seven percent of those surveyed in the UK, France, Germany and Spain – and a mere five percent in Sweden – describing brands as “open and honest.” In the least cynical countries – China and Indonesia – that number only climbs to 36 percent and 35 percent, respectively. Americans fall somewhere in the middle, and closer to the global average of 22 percent, with less than a quarter of Americans (23 percent) seeing brands as honest.

    :: Privacy Matters: Given the recent public standoff between Apple (#5 on the global Authentic 100) and the United States FBI over encryption technologies, it is worth noting that privacy concerns are now seen as a core component of what makes a brand authentic in the eyes of consumers. Globally, “protecting customer data and privacy” ranked as the fourth most important attribute of authenticity today.

    :: The Authenticity Opportunity: Nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52 percent who would recommend the brand to others and 49 percent who would pledge loyalty to the brand. Twenty percent would be prepared to put their money on the table and invest in a brand that proves its authenticity.

    :: Authenticity as a Personal Experience: Consumers are looking for daily, real-life reminders that they can count on brands. In defining authenticity, they prioritise “high quality” (66 percent) and “delivering on promises” (70 percent) over more lofty measures like “social responsibility” (57 percent) and “environmental responsibility” (55 percent).

     

    “The rules of communication have irrevocably changed, and we’re seeing consumers reward brands that understand how to engage with them openly and honestly. In fact, consumers will forgive the occasional corporate misstep if a company is upfront, and addresses the issue head-on,” says Donna Imperato, CEO,  Cohn & Wolfe. “The brands topping the Authentic 100 understand this, and have demonstrated consistently that they value more than just their bottom lines by fostering a genuine dialogue with their customers.”

     

  • The TVC urges consumers to not settle for less in the name of affordability, when they can get a complete meal at a pocket friendly price with the KFC 5-in-1 Meal Box

    KFC launches TVC for its 5-in-1 Zinger Meal Box

    By A Correspondent

     

    KFC has launched its TVC for the 5-in-1 Zinger Meal Box – the second avatar of the box that creates a complete lunch meal using the iconic Zinger Burger.

     

    Commenting on the launch of the TVC, Lluis Ruiz Ribot, CMO, KFC India said, “The new TVC showcases just how filling the 5-in-1 Meal Box can be in comparison to other meals, especially now that consumers can get their favorite KFC Zinger in the Meal Box, making it trulySab Pe Bhari! The TVC urges consumers to not settle for less in the name of affordability, when they can get a complete meal at a pocket friendly price with the KFC 5-in-1 Meal Box.’’

     

    In the TVC its lunch time, and the 5-in-1 Meal Box consumer with his big meal takes a seat on bench with another person eating his small regular lunch. The 5-in-1 Meal Box tips the bench and the second person with his meal easily slides down to the edge. Now both of them are close and the small lunch guy is hungrily staring at the 5-in1 Meal Box.

     

  • The campaign is currently live on Nikon's social media platforms with 1 million plus views and runs for duration of 6 minutes and 50 seconds

    #DiscoverYourself, says Nikon in latest campaign

    By A Correspondent

     

    Nikon India has come up with a new campaign, #DiscoverYourself, that is targeted at today’s millennial generation to encourage them to step out of their comfort zone and explore life.

     

    The campaign is currently live on Nikon’s social media platforms with 1 million plus views and runs for duration of 6 minutes and 50 seconds. The campaign portrays a young couple who have taken the plunge of quitting their jobs despite being well performers, in pursuit of their individual dreams. The video also attempts to transcend traditional norms and notions for a young unmarried couple and the youth from 21st century encouraging them to seek soulful happiness. The campaign tagline ‘I am a seeker, I am Nikon’ states how the brand Nikon is encouraging individuals to pursue their goals and find their true selves.

     

    Sajjan Kumar, Vice President – Imaging Division, Nikon India, says, “The DVC has been created to celebrate the enthusiasm of the new age generation, who is ready to undertake risks and fulfil their passion and dreams. At Nikon we believe in encouraging individualism and an entrepreneurial spirit among the youth today. The DVC reinforces our image as a unique driving factor for the people to accomplish their goals.”