MxMIndia

Category: MARKETING

  • Company to invest Rs 50 crores in the new TVC campaign to be launched across media vehicles

    Paytm’s new campaign aims to boost brand messaging

    By A Correspondent

     

    Paytm has announced the launch of their new  TVC highlighting Paytm wallet’s multiple use cases to further strengthen its core messaging ‘Paytm Karo’. The focus of the campaign is to showcase Paytm wallet as an alternate currency leading the way to a cashless nation.

     

    The new campaign showcases the range of categories that Paytm users can make payments in an effortless manner in seconds. It showcases the power of the app to send money to relatives, make offline payments for fuel and groceries etc, book movie tickets or pay for utilities like electricity bills.

     

    Paytm will be spending a sum of INR 50 crores to execute the campaign. Through a combination of emotion and humor, the ad also highlights the QR Code scan feature of the mobile app and reflects the adoption of Paytm across various age groups. Conceptualized by McCann, the 360 degree initiative is set to integrate TV, Print, Radio and a digital mix of social media – Twitter, Facebook and Youtube.

     

    On the launch of the TV Commercial, Shankar Nath, Sr. Vice President – Paytm said, “We are extremely thrilled to roll out this TVC which focuses on increasing the ‘brand love & adoption’ for Paytm, and also aims at establishing a stronger connect with our users. With this TVC, we aim to highlight the range of categories and functionalities that Paytm brings to our users and how they can leverage it in their daily life. At the same time, we have maintained the core proposition of brand warmth in our communication and music has played a very important role to deliver this message.”

     

  • The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan

    Joyville showcases unboxed living experience in new print campaign

    By A Correspondent

     

    Joyville, the affordable housing segment of Sharpoorji Pallonji Group, focusses on showcasing ‘Unboxed Living’ in its new print campaign created by FCB Ulka, Mumbai. Joyville is a different venture for Sharpoorji Pallonji, which was only known for being in the luxury segment. With Joyville, they are targeting the middle income group for the first time. With the 30 acre project, Joyville offers homes starting at Rs. 21 lakhs.

     

    The group is targeting to build 20 million sq ft of residential space over the next seven-eight years in the first phase of its affordable housing business plan. These projects will be developed across Mumbai, Pune, National Capital Region, Chennai, Kolkata, Bengaluru and Ahmedabad and will be priced between ₹20 lakh and ₹60 lakh depending upon the location.

     

    FCB Ulka has created a print campaign that highlights the amenities Joyville Howrah offers, away from the hustle and bustle of Kolkata. The purpose of this campaign was to position Joyville as a preferred choice for home buyers where families ‘Live to grow’.

     

    The idea was to promise the luxury that Sharpoorji Pallonji is known for, while also being affordable for the middle class segment. The ‘Unboxed Living’ is shown with the top-view of the property with extra sunlight, air and space that one can live in.

     

    On the campaign, Cyrus Engineer, Sr. VP, Sales & Marketing – Shapoorji Pallonji Real Estate, said, “Joyville provides its residents a lot more space and gives them room to grow. The concept of “Unbox Living” thus is an apt metaphor for the move from a house with limited space to a home that is larger and more airy.”

     

    Vinci Raj, Sr. Creative Director, FCB Ulka, Bangalore, says about his campaign, “Whether it’s a luxury home, or a budget home, everybody prefers to live in a place where they get more light, air and space. We wanted to show Joyville as the affordable real estate option with unboxed living.”

     

    The campaign dwells on the high promise of spacious living with family at economical prices.

     

  • The hoarding was on a heavy traffic route of Western Express Highway in Bandra

    Platinum Outdoor executes an innovative campaign for Tata Motor’s Tiago

    By A Correspondent

     

    Madison Outdoor’s unit, Platinum Outdoor is continuing to do innovative work for Tiago, the new hatchback from Tata Motors.

     

    After its successful launch in OOH a few months ago, the agency put up an actual real size 3D model of the car on a hoarding in prime location in Mumbai. The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was on a heavy traffic route of Western Express Highway in Bandra.

     

    Executing the innovation was a real challenge, it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.

     

    Says Dipankar Sanyal, CEO, Platinum Outdoor, “We are really excited with this new innovation done for Tiago on the back of a very successful launch”.

     

  • Maxus India has bagged the consolidated digital creative and media mandate for Tata Motors

    Maxus to vroom Tata Motors digitally

    By A Correspondent

     

    GroupM agency Maxus India has bagged the consolidated digital creative and media mandate for Tata Motors.  Maxus has set up a large exclusive team in its Mumbai office for Tata Motors to handle the creative, media, social and innovations portfolio.

     

    Commenting on the win, Kartik Sharma, Managing Director – Maxus South Asia said ‘We are very delighted to be chosen by Tata Motors as their digital partner. Maxus today handles several leading brands from the Tata stable and with this win we are truly humbled by the group’s faith in our capabilities”

     

    Added Unny Radhakrishnan, Maxus’ Chief Digital Officer: “It is a moment of pride for us. Our focus will be to bring data, content and technology together to deliver effective and creative solutions for brands and we look forward to do some great work for Tata Motors in the coming months”

     

  • Two of five online sellers use more than one e-commerce site for sales, notes the study

    Amazon, Flipkart & Snapdeal have highest brand equity amongst e-comm sellers, notes new Nielsen study

     

    By A Correspondent

     

    Amazon, Flipkart and Snapdeal have the highest brand equity amongst e-tailing websites. The three e-comm majors ranked first, second and third amongst sellers as per Nielsen’s newly launched E-commerce Sellers study Q1 2016 (Jan-March2016). Familiarity, which had come up as the top driver for building equity in the category, is demonstrated by top-of-mind recall. The top three players among the first brand spontaneously recalled were Amazon (25%), Flipkart (21%) and Snapdeal (20%). In terms of overall awareness, Amazon (86%), Flipkart (82%), and Snapdeal (75%) were leading among the others. Intent to sell on the e-tailer is also an important parameter to demonstrate familiarity where the leading brands were Flipkart (58%) and Amazon (55%).

     

    “This study outlines the need gaps in the eco system, and opens avenues for E-commerce platforms  to support sellers.  E-tailers can play a big role in helping sellers develop their category and build businesses – thus also becoming a preferred brand for sellers,”  said Dolly Jha, executive director, Nielsen India.

     

    The findings from the study indicate that 39 per cent online sellers explore two or more e-commerce website as an option to sell products on and grow their business.

     

    The Nielsen study launched aims to understand the inclination and experience of selling products on e-tailing platforms. The study also gauges the brand equity of e-commerce websites amongst connected online sellers, and of those who intend to sell their products online in the next few months. The first wave of the study was conducted in 16 markets with a population of more than one million, and a sample size of over 1100 respondents.

     

    “With the e-commerce industry growing in double digits, there is surge in demand by customers, and an evolving online seller category that is fuelling supply on portals. To ensure the equilibrium of demand and supply, it is essential for e-commerce portals to focus on developing an inviting platform for online sellers in India. Sellers are also increasingly discerning when it comes to reaching their customer and meeting business needs,” said Jha, adding: ”Considering the juncture at which the category is, it is now very critical for e-tailers to understand push and pull factors that make sellers pick one website over the other. The study will also help understand the impact of marketing activities.”

     

    A high level of familiarity along with indepth  knowledge of an E-commerce website is the most important factor that drives brand equity, notes a Nielsen communiqué. Other key factors that impact brand equity are certain perception of the e-tailers: “They help the sellers stay relevant and ahead of competition” , “Provide new market opportunity”  and “Help minimise costs to reach out to more customers” .   At a micro level, other important attributes include potential of reaching out to customers from the same locality , ensuring publicity for the shop, and those websites used by peers and competition. Helping sellers save on in-store and inventory management, as well as a platform that would be most profitable to sell products on are critical when looking for new opportunities and markets. The ability of reaching out to a pan-India customer base, savings on logistics and requiring minimal investment are other considerations sellers look for while choosing e-tailers.

     

  • Both agencies will focus on spreading the flavour and allure for Glenfiddich in India

    Glenfiddich appoints Thinkstr & PPR S Asia as agency partners

    By A Correspondent

     

    Glenfiddich has chosen Thinkstr and PPR South Asia as its agency partners in India. Thinksr will handle the creative mandate along with PPR South Asia that will manage the communications campaigns for Glenfiddich.

     

    Commenting on the appointment, Shweta Jain, Head of Marketing at William Grant & Sons said, “It’s exciting times for us as we expand our India footprint and WGS India is very excited to have Thinkstr and PPR on board as our communication partners. They would lead our maverick approach to bring Glenfiddich’s global positioning to life in the Indian Subcontinent; Thinkstr as our creative development agency for a through the line brand activation led by digital. PPR South Asia, would develop integrated communications, real time content and manage the media relations on behalf of the brand.”

     

    Glenfiddich has always been at the forefront of innovation in the whisky industry and is recognized as the world’s most awarded single malt. It is a brand that has challenged the norm by taking single malt beyond Scotland’s borders to create the premium single malt category as it is known today.

     

  • It offers services under Fibernet, Digital TV & HD TV and has a subscriber base of 1 million plus customers

    Lowe Lintas Blr is ACT Fibernet’s creative agency

    By A Correspondent

     

    Leading Internet Service Provider, ACT Fibernet has appointed Lowe Lintas Bangalore as its creative agency. The agency has been mandated to offer integrated creative solutions to promote the company’s popular Fibernet & Digital TV offering.

     

    Bala Malladi

    ACT Fibernet is among the leading internet service providers and is also the first company in India to offer broadband through Fiber optics technology. It offers services under Fibernet, Digital TV & HD TV and has a subscriber base of 1 million plus customers.

     

    Commenting on the appointment, Bala Malladi, CEO, ACT Fibernet said, “As ACT is moving towards a journey of becoming a national brand in the broadband space, it is important to partner with the agency who shares its vision. ACT is looking forward to its partnership with Lowe Lintas Bangalore to add value to the brand in taking it to the top and building a strong emotional connect with its customers.”

     

    GV Krishnan

    GV Krishnan, President, Lowe Lintas Bangalore commented: “In markets where they operate, ACT already has a cult following that thrives on its fast internet connectivity. Today, as they foray into newer markets across the country, we are extremely proud to be their communications partner. We are looking forward to doing some effective and famous work.”

     

    ACT is headquartered in Bangalore and is spread across several towns and cities of Karnataka, Andhra Pradesh & Tamil Nadu. Pioneers in Fiber-To-The-Home technology in India, ACT provides broadband on Optic Fiber, designed to carry vast amount of Information at speed ranging from 1 Mbps to 1 Gbps. ACT is currently the 4th largest ISP In the wired broadband category and the largest non-telco ISP in the country.

     

  • Mansi, former CMO, Shell Lubricants India Cluster, to take over her new role with effect from August 1, 2016

    Shell Lubricants appoints Mansi Madan Tripathy as MD

    By A Correspondent

     

    Mansi Madan Tripathy

    Shell Lubricants India announced the appointment of Mansi Madan Tripathy as the new Managing Director of the company. Mansi, former CMO of Shell Lubricants, would succeed Nitin Prasad, who moves on to take over as the Chairman of Shell Companies in India with effect from August 1st, 2016.

     

    Mansi brings in 20-years of marketing, sales, insights and strategy experience to the office. In her new role, she shall be responsible for leading all the business activities for the Lubricants business in India, Bangladesh, Sri Lanka and Nepal. Mansi has been the architect of digital marketing & social media footprints for Shell Lubricants in India. Leading the marketing team at Shell Lubricants, Mansi has been an advocate of a new direction; weaving ‘direct consumer connect’, ‘industry influencer engagement’ and ‘greater awareness initiatives’ intractably into the company’s brand marketing strategies. With her in-depth global knowledge of the market structures, consumer psychology and trade dynamic, as MD, her focus shall be to strengthen the company’s presence in India, delighting our customers and consumers and building an organisation that’s motivated and growing.

     

    Prior to Shell Lubricants, Mansi’s experience spans across 17 years at P&G in key positions like Director for Global Male Grooming, P&G and Asia Pacific Head for Consumer and Market Knowledge. As part of her global leadership roles, she has worked across countries like Geneva, Singapore and Boston; working on diverse product categories, new initiatives and equity development of global brands like Pantene, Olay, Vicks, Gillette, Pampers, Whisper, Ariel and Tide.

     

  • The campaign from Taproot-Dentsu takes a bold approach to communicating the initiative with a media-mix of TV, Print, Outdoor and Digital

    Airtel rolls out 360-deg campaign around Open Network

    By A Correspondent

     

    In another industry first initiative, Airtel has opened up its entire mobile network information to its customers through an interactive online interface. The new interface will display Airtel’s mobile network coverage across India in addition to site/tower deployment status.

     

    Using a simple colour scheme, the interface will allow customers to check if the Airtel mobile network in the area is excellent, good, moderate or the area has no coverage, along with the status of corresponding sites/towers serving the area – existing, required, being upgraded or forcibly shut down. The interface uses advance geospatial tools and other technologies for accurate reporting of network coverage.

     

    The new interface, will be available on www.airtel.in/opennetwork and myAirtel app and, will also allow customers to report their network related issues in an easy fashion.

     

    The Open Network initiative will be communicated to consumers through a bold and path-breaking communication mix that will include TV, Print, Outdoor, and Digital.

     

    Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “This is a path-breaking campaign in the journey of brand Airtel and a frank conversation with the customer. Network quality is at the core of the experience we deliver to our customers and we are willing to say that our network can certainly be better. We are opening ourselves to feedback and questions from our customers and inviting them to help us make our network better. The look & feel, tonality of the communication is very different from past Airtel communication and we hope that it will help the brand establish a strong connect with customers.”

     

  • Octane embraces rush and excitement of speed in its latest ad film conceptualised by Ogilvy Bangalore

    Titan’s Octane targets men that live life in the fast lane

     

     

    Titan Octane aired their latest ad film, speaking to the generation of men who chase challenges and live in the fast lane. The new campaign positions Octane as a watch that embodies the sporty and energetic side of the modern Indian male, and brings alive the core thought of ‘Speed’ in a thrilling and unexpected manner.

     

    The campaign film features a man racing down the street in his sports car, when he catches the attention of an intelligent being. A thrilling chase ensues through cityscapes and scenic countryside, with the man managing to stay just out of the being’s reach. Finally, the being catches up with the man as he is speeding down a street, and in a thrilling finish it transforms into a sporty Octane watch.

     

    Sharing his thoughts on the campaign, Sirish Chandrashekar, Head- Marketing, Titan Watches: The task is to position Octane as a sub-brand with a personality that is distinct from Titan. It draws its personality from product attributes – bold, chunky, heavy and metallic. The ad brings alive this aggressive and physical persona of Octane in a clutter-breaking manner.

     

    Azazul Haque, Executive Creative Director, Ogilvy Bangalore: The idea is to position Octane as a brand of watches from Titan with edgy new age features. The brief was to make the product, the hero. So we thought of the story of an exciting chase between the watch and the wearer. Brand Octane will be edgy, new age, younger and product centric. It’s an interesting shift from the tonality of Brand Titan. The attempt is to make Octane a brand of watches for those who want tech-heavy, feature-loaded watches.

     

    Embracing the sense of liberation and adrenaline rush that comes with this active lifestyle, Octane includes features like chronographs that measure time up to 1/10th of a second and tachymeter that can measure speed based on distance covered. The new ad film for Octane went live on air on June 13, 2016.

     

  • Micromax Air Conditioners' ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us

    Micromax out to woo consumers with new AC range

     

     

    With its new look and strategic vision to be a leading consumer electronics brand, Micromax Informatics announced its foray into a new category - Air Conditioning. Micromax has kick-started a 360 degree campaign targeting young professional, first time jobbers and entrepreneurs to highlight its foray into the Air Conditioner segment and to put across the compelling features.

     

    As a part of the campaign, Micromax along with its production house Collective Art have come up with a TVC which salutes the aspirational youth of the country. The TVC is weaved around the fact that today’s generation is determined, ready to take risks and break their backs in order to make their venture a success, but draw the line when it comes to breaking a sweat. Micromax Air Conditioners’ ECCO Blu Technology cools faster and saves power- the very same spirit of efficiency that lives within each of us.

     

    Engineered to deliver exceptional cooling, increased efficiency and lowering operating and maintenance costs, Micromax launched its new range of ACs comprising of three split ACs and one window AC in the first phase. Developed especially for the diverse Indian weather, Micromax Air Conditioners are armed with advanced features like turbo cooling which ensures desired temperatures are reached efficiently, much like the efficiency desired by start-ups and entrepreneurs showcased in the advertisement.

     

    Commenting on the campaign, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “As Micromax evolves itself to be a leading consumer electronics brand in the next 2-3 years, the decision of foraying in to new categories was solely basis our strong positioning in the Indian market and understanding of consumer demand and need. With our range of Air Conditioners, we are offering our consumers a balance of effectiveness and efficiency with ECCO Blu Technology that ensures durability prolonging the lifespan of the Air Conditioner. Our new TVC campaign ties in well with Micromax’s story of starting from humble beginnings and is also a reflection of our new brand identity of ‘Nuts. Guts. Glory’. ”

     

  • The new television commercial is aimed at connecting with young Indians through its lively music and catchy lyrics

    Datsun redi-GO campaign targets young aspiring Indians

     

     

    Datsun India announced the start of the ‘Ready India’ campaign to celebrate the launch of the Datsun redi-GO, India’s first urban cross vehicle. The ‘Ready India’ campaign will feature a television commercial aimed at inspiring up-and-coming young risers, to stimulate change in their world view by looking at it from a new perspective.

     

    Speaking on the launch of the campaign, Arun Malhotra, managing director, Nissan Motor India Pvt. Ltd., said, “With the launch of the Datsun redi-GO, we are striving to redefine the entry-level car segment in India. To reinforce redi-GO’s positioning in the marketplace, we are today announcing the launch of the ‘Ready India’ campaign. The focus of this campaign is to directly connect with the brand’s target audience – the young risers.”

     

    The new television commercial is aimed at connecting with young Indians through its lively music and catchy lyrics. Leading artists from Bollywood contributed to the creation of the TVC, which goes live today on leading television channels. Popular including popular music director Ram Sampath, who composed the music for the commercial while Sona Mohapatra contributed by lending her iconic voice for the campaign.

     

    Speaking on the idea behind the campaign, Govind Pandey, CEO of TBWA India, said, “Datsun is a young, challenger brand – backed by the global experience of Nissan – that is breaking new ground in India. The new Datsun redi-GO is aimed at the young risers who are raring to go and questioning the status quo. They want to ‘Be a Voice, Not an Echo’. They are looking at the world with a fresh perspective to create new opportunities for themselves and fulfill their dreams. Our aim with the ‘Ready India’ campaign is breaking new ground in India by providing exactly what its customers need with the all new redi-GO. The ‘Ready India’ campaign further supplements the Datsun brand philosophy along with the attributes of the Datsun redi-GO – Fun, Freedom and Confidence. Our focus was to capture and extend this sentiment to all the young risers, to look at their choices boldly with a new outlook on life.”

     

    The new campaign will resonate with the preferences of young Indians, with its modern look and feel, exciting performances, and a free spirit/go anywhere vibe. Redi-GO’s modern and distinctive styling is highlighted by brave and bold ‘YUKAN’ design elements, which reflects the discerning demands of the young generation. It features ‘tall-boy’ styling offering best-in-class ground clearance of 185 mm, along with extra roominess and excellent external visibility for the driver. It also features daytime running lights and a driver-side airbag on the top variant.