MxMIndia

Category: MARKETING

  • SBI Life bought out the basic concept of father protecting his child from the uncertainties of life

    SBI Life’s brand activation campaign uses augmented reality to raise awareness on need for insurance

    By A Correspondent

     

    On the occasion of Father’s Day, SBI Life Insurance created awareness of the need for Life Insurance through augmented reality, a fun and interactive medium to engage customers. Through this, SBI Life aims to bring alive the brand promise of providing planning, protection and security.

     

    SBI Life bought out the basic concept of father protecting his child from the uncertainties of life. On the occasion of Father’s Day, SBI Life set up an augmented realty space in malls. The anchor invited Father – son/daughter visiting the mall to engage in virtual games. It was a 40-50 second game, in which, the child was shown images of his future aspirations such as education from esteemed university or an aspiring job. In between the opportunities, the child was also exposed to certain risks like inflation, job loss, critical illness, sudden death etc. These roadblocks overshadowed the child’s inspirational goals. At this point the fathers masked the role of a warrior and killed all the risks to protect their children. The 40 sec virtual treat clearly bought out the brands messaging of planning, security and protection.

     

    Commenting on the campaign Sriparna Sinha, Head – Brand & Corporate Communication, SBI Life said that, “We felt that it was necessary to communicate the importance of being insured, but in a refreshing, relevant and engaging manner. Augmented reality is one of the technological media to send across this message on Father’s Day. Being market leaders, we felt it was important to make people realise that it is not only what they do when they are around that makes them a responsible parent but also when they are not. Our new brand engagement activity sets out to remind people of just that.”

     

  • The campaign celebrates the changing role of fathers in society and applauds fathers who take pride in hands on approach to parenting

    Snapdeal banks on #FathersCanBeMothersToo communication on Father’s Day

    By A Correspondent

     

    Snapdeal has released a unique campaign on eve of Father’s Day where it sought to break gender stereotypes. Through its campaign, it aims to change the universal diaper changing sign which mostly depicts a mother changing diapers to include fathers as well. Titled #FathersCanBeMothersToo, the campaign celebrates the changing role of fathers in society and applauds fathers who take pride in hands on approach to parenting.

     

    The campaign caught attention of parents and educators on social media for challenging traditional general roles. #FathersCanBeMothersToo trended on Twitter for more than 7 hours across India, becoming the most popular trend several times during the day. Additionally, #FathersCanBeMothersToo led to more than 6800 conversations and 23 million+ impressions on Twitter. Snapdeal also partnered with several malls and the Hyderabad airport for changing signage on their baby diaper changing stations.

     

    Talking about the inspiration behind the campaign, Kanika Kalra, Vice President- Marketing, Snapdeal said, “The world is changing around us. It is for the brands who belong to a new world to debunk gender stereotypes in the new age. On the occasion of Father’s Day, we decided to update this age old sign to acknowledge the changing face of fatherhood. It immediately struck a chord and we received many heart-warming messages. We hope that people adopt the new sign and question practices like this, which have been taken for granted all these years.”

     

    In the spirit of change begins at home, Snapdeal had kicked off the campaign by inviting all its employees who are fathers to bring their children to office on Friday for fun activities. To adopt the new signage, people can download the new diaper changing station sign from the Snapdeal website which is free for use at businesses, workplaces, public spaces like airports etc.

     

  • The new Google ad by Lowe Lintas deals with fulfilling unfulfilled dreams

    Google unveils new campaign that emphasizes on fulfilling one’s dream

    By A Correspondent

     

    Keeping its focus on India, Google is trying to enhance consumer experience through their products and their effort to make internet more accessible to a larger pool of people. And, in order to do so, it has released its digital film titled ‘The Hero- A Bollywood story’. The film has been conceptualised by Lowe Lintas, Delhi.

     

    The agency had to crack an idea which not only impacted the masses but one that appealed to a wider audience across the country. They used the context, which most Indians can relate to- the context of unfulfilled dreams. Mostly, people tend to forget and move on from their unfulfilled dreams. The film highlights how Google, in its own way, can help you find that dream and chase it. To add a relatable and relevant touch, the agency has incorporated Indian cinema as a background. Bollywood is synonymous to hopes and dreams of thousands in our country, and through this film Google has tried to focus on cinema from a product perspective- enhancing film search results and create a range of search experiences especially for Indian cinema.

     

    Commenting on the new campaign, Sapna Chadha, Marketing Head, Google said: “Google has a long history of building products for India, and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favorite films, actors or songs, they get a delightful, local experience.”

     

    The film is about the journey of a father-son duo, where in the son is trying to fulfill his father’s long lost desire to work in movies. It is about them rediscovering dreams – Bollywood style – with Google Search by their side.

     

    Arun Iyer, Chief Creative officer, Lowe Lintas said, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.”

     

    Commenting on the campaign, Naveen Gaur, President, Lowe Lintas said, “Nothing unites this nation like cinema does. So we took that as the context to expand the relevance of Search in people’s everyday life. Cinema is so engrained in us that we always endlessly want to know about films and the stars. Google with its enhanced search does a great job in helping people know anything about Movies and much more.”

     

  • The innovation helped the brand stand out while the LED lighting ensured long distance visibility

    Posterscope executes extensive OOH campaign for Cadbury Bournvita biscuits

    By A Correspondent

     

    Posterscope India has rolled out a massive OOH campaign to announce the launch of Mondelez’s latest variant Cadbury Bournvita biscuits.

     

    Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India expands its category footprint from cream biscuits to cookies. With its ProHEALTH vitamins and signature chocolatey taste, the biscuit will offer a perfect balance for the morning snacking occasion.

     

    With the core objective of the campaign centred around building awareness of the launch of this new offering, Posterscope used the product tag line ‘Subah ka Biscuit’ in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and fifteen years across Sec A & B.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains.  To build reach and frequency, Posterscope deployed bus shelters, food Court table mat brandings, local and metro trains and signages across various cities.The campaign has been implemented across top 20 cities.

     

    Mondelez spokesperson said, “We launched a high decibel integrated marketing campaign with strong on-ground, social, digital & OOH activation plan to create awareness and drive rapid trials in the launch phase.”

     

    Ashok Pillai, Creative Director Posterscope India: commenting on the campaign innovation said “ we strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation”.

     

    The innovative billboards that Posterscope installed in Mumbai added an edge to the campaign. using an LED lit “Subah ka Biscuit” on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful. Special lighting gave the effect of a rising sun thereby creating freshness in “the morning zone”. The innovation helped the brand stand out while the LED lighting ensured long distance visibility. This gave the campaign the much required buzz.

     

  • Developed by Dentsu Marcom, the TVC is currently running on air across all popular channels

    Honda unveils new TVC for CD 110 Dream (DX)

    By A Correspondent

     

    Honda Motorcycle and Scooter India (HMSI) has released a new TVC for the latest upgrade of their affordable motorcycle in India – CD 110 Dream (DX). Developed by Dentsu Marcom, the TVC is currently running on air across all popular channels.

     

    CD 110 Dream (DX) with its unmatched legacy of nomenclature ‘CD’, has made space into the lives of the utility seeking customers by adding convenience and comfort to their day-to-day life. Honda introduced a new variant with self-start and refreshing new colour options in CD 110 Dream (DX). The objective of the TVC is to sustain the aspirational value and strengthen the product identity with its new self-start variant and contribute to further consolidating Honda’s share in the 110cc motorcycle segment.

     

    The target audience of CD 110 Dream (DX) are men residing in rural or semi urban cities in the age group of 20-35 years; comprising of salaried, self-employed, shop owners, farmers, skilled workers, etc.

     

    In this context, the communication approach aimed at bringing in the new self-start variant of CD 110 Dream (DX) for the consumer who has varied needs and motivations through the point view of the end user. The new CD 110 Dream (DX) is positioned as a catalyst to enable its users go a notch higher in life. The film conveys that the new CD 110 Dream (DX) is made for those who look forward to make an addition to their existing bag full of qualities.

     

    The ad film opens with a tour guide sitting on his CD 110 (DX) with a smart phone in his hand, trying to learn Japanese while a group of Japanese tourists arrive and the other tour guides approach them. They try to communicate with them using gestures and signs but the tourists feel uncomfortable. The protagonist addresses them in Japanese which impresses them and hire him.

     

    In the second sequence, a farmer with the beautiful lush green mustard field in the background is shown majestically riding on his CD 110 Dream (DX) with an evaluator from the ‘Krishi Udyog Kendra’ as his pillion. They enter the farm where the evaluator tests the soil quality. It carries forward a progressive farmer’s approach to get his field’s soil quality checked and to get the maximum benefit of the crop yield.

     

    In the third sequence, a grocer standing outside his grocery shop is leaning on his CD 110 Dream (DX). He looks up at the board of his shop which says ‘Ravi Kirana Store’ is being brought down in place of a new board – ‘Ravikirana.com’. He is catching up with the e-commerce trend and looking at his smart phone, smiles as he receives his first order on his mobile application.

     

    Finally, the three CD 110 Dream (DX) owners i.e the tour guide, the farmer and the grocer, who were already doing good in their professions but have worked hard to add an extra quality to it, are seen riding their new bike in full glory. The film ends with a tagline “Khoobiyon mein ek aur khoobi” i.e adding another quality in the bag full of qualities.

     

    “As the motorcycle segment finally showing +ve sentiments of revival, the timings during monsoon for a new TVC launch could not have been better. Since its launch in 2014, CD 110 Dream (DX) has been a hugely popular motorcycle amongst the masses due to some of its salient features, like an elongated seat, tubeless tyres, viscous air filter and a maintenance free battery. With the self-start option, buyers now get a convenience feature and further enhances its appeal. Hence, campaign –‘Khoobiyon mein ek aur khoobi’ perfectly sums up the new CD 110 Dream (DX),” said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India.

     

    “CD is a part of Indian heritage in motorcycling. It’s loved across small towns and cities in India. To this already popular motorcycle, Honda introduced a great new feature – Self-start. Hence, the idea “Khoobiyon mein ek aur khoobi” It is aimed at people who are out there making their ends meet by innovating in small ways in their respective fields. This communication connects with them in a simple way and shows how like them, their CD also has a new khoobi,” said Titus Upputuru, National Creative Director, Dentsu Marcom.

     

  • The new TVC features leading Bollywood celebrities-Soha Ali Khan and Kunal Khemu

    Aaj Tak unveils Mobile Aap campaign

    By A Correspondent

     

    Leading news channel Aaj Tak will be launching a new TV campaign-‘Mobile Aap” as a part of its existing “Aankhen Khol De” campaign. Conceptualised and created by the renowned Bollywood film maker Pradeep Sarkar, the new TVC features leading Bollywood celebrities-Soha Ali Khan and Kunal Khemu.

     

    The entire campaign emphasises on how Aaj Tak has played an important role by bringing forth some interesting facts that are eye openers for its viewers. It also showcases the real picture to the entire nation. The impact of the channel has been so strong among its viewers that even misleaders of the society fear of being caught on Aaj Tak Cameras.

     

    In the short black and white commercial Kunal Khemu & Soha Ali are playing the role of King & Queen. Both the king and queen are enjoying clicking selfies, when they suddenly hear the noise of force. Their soldier comes and tells them that the noise is of a marriage procession. But after some time the real force enters. This is when the queen tells the king that if you would have downloaded the Aaj Tak mobile application, we would have got the correct information.

     

  • Thematic campaign highlights Bosch’s specifically designed Variodrum Technology that enhances washing result

    Bosch Household Appliances unveils brand campaign with focus on ‘No Damage’

    By A Correspondent

     

    Bosch Household Appliances has launched a brand new marketing campaign called ‘No Damage’ for their latest range of washing machines. This campaign marks the launch of Bosch new and wide range of products ranging from 6.5 to 8 kg within the laundry category.

     

    The new ad campaign developed by Bosch is based on the universal insight that most consumers are concerned about their expensive and new clothes being damaged during the washing cycle in a machine. Therefore, they prefer hand washing or dry cleaning their valuable clothes to prevent the damage and preserve their clothes for a longer duration.

     

    The campaign busts this myth and simultaneously brings out the fact that Bosch’s washing machines can wash your clothes without damaging clothes due to its Variodrum Technology.

     

    The new TVC will go on air on June 20th 2016 in Tamil Nadu & Andhra Pradesh followed by a national presence from the 1stweek of July. The approach has been focused to target General entertainment channels, news channels and movie channels to create the needed impact and reach for the campaign.

     

    Bosch new TV campaign has been conceptualized, created and executed by, BBDO Singapore with an effective media strategy recommended by Mediacom. This campaign will also be supported with print in leading dailies, digital (social media, youtube, online banners), OOH, ads in cinema theatres, innovative point of sale material at shopfloor.

     

    Commenting on the launch of Bosch’s ad campaign Gunjan Srivastav, MD & CEO, BSH Household Appliances Manufacturing Pvt. Ltd. said, “With the extensive customer research conducted, we realized that most customers do not prefer using washing machines to wash their new and expensive clothes as they fear spoiling them. As pioneers in the home appliances industry, Bosch addressed this very problem and came up with our new range of washing machines to solve the issue. This is Bosch’s way of trying to make the customers life stress free and simple with no compromise on quality or performance. We therefore made a connection with the consumers to ensure them that our German technology based washing machines provide extensive care to their clothes.”

     

  • Dhanuka Agritech Limited plans to go national with the TVC's being telecasted in all major national and regional channels, starting 20th June

    Dhanuka Agritech appoints Big B to spread brand awareness

    By A Correspondent

     

    With its promise of bringing world class agro-solutions to farmers, Dhanuka Agritech Limited has launched a series of television commercials featuring superstar Amitabh Bachchan. For years Dhanuka Agritech Limited (DAL) has been at the forefront of educating and spreading awareness about the right and judicious use of agro-chemicals.

     

    A series of six TVCs, created by PUSH Integrated aptly depicts the farmer’s belief in astrologers and clairvoyants for predicting future cultivation and dependence on god for protecting their crops from destruction. The commercials portray Amitabh Bachchan as a rural man who guides the farmers to use the products including Dhanzyme Gold, MAX-SOY, Mortar, Sakura and Cover on various crops.

     

    Commenting on the new TVC, R.G.Agarwal, Group Chairman, Dhanuka Agritech Limited, said “Since decades, the vision of Dhanuka Agritech Limited has been to bring about progressive change in the lives of Indian farmers through dedicated knowledge-driven and development-related activities. This new campaign is a further step in educating the farmers on the importance of use of agro-chemicals for a profitable yield.”

     

    V A Shrikumar, Founder and CMD, PUSH Integrated Communications Pvt. Ltd. said, “We wanted to create a campaign that directly connects with the Indian farmers. Since agriculture is the backbone of our economy and crop failures have always impacted the growth momentum. From our deeper understanding of the farmer behavior we found out most of the farmers in India still rely on superstitious and old school beliefs are applied to farming. Also from Dhanuka’s perspective, the brand relies on top scientific research round the clock and they come out with solutions that will help the farmer achieve a high yield. Educating and spreading awareness amongst the farmers through these TVCs was an apt campaign which we could think of doing with Mr. Amitabh Bachchan.”

     

  • Unique partnership enables performance-driven marketers to unify data silos and generate cross-channel insights to optimize campaign investments

    Zeno and Origami Logic announce global partnership deal

    By A Correspondent

     

    Zeno Group and Origami Logic, the leading marketing signal measurement company, announced a global partnership offering brands the ability to manage the increasing complexities of navigating and managing marketing performance data. The partnership allows brands to draw real-time actionable insights by consolidating, refining and analyzing marketing signal data across paid, owned and earned media channels into simple, customizable and dynamic dashboards and insights.

     

    Extreme changes in the media landscape, including fragmentation, the shift to digital, growth of video, taking a mobile-first approach and an applications driven ecosystem, have paved the way for a new breed of marketers to increase their ability to interpret data and take action on insights across disparate data sources. According to the 2016 State of Marketing report by Salesforce, 63 per cent of the marketing teams surveyed will increase spend on marketing tools and technology over the next two years, with the projection for high performing teams being as high as 72 per cent. Those companies are more than 13 times more likely to lead in today’s competitive landscape by leveraging emerging marketing technologies.

     

    “Brands need to optimize at every opportunity to drive efficiency of marketing dollars. With this partnership, they can get an unprecedented view into all their ongoing campaigns deployed over a multitude of online channels. This is probably the single most important step in closing the widening gap between data and insights and get the best possible value from marketing spends.” said John Kerr, Chief Digital Officer, Zeno Group.

     

    “The explosion of marketing signal data and the availability of the data science to refine and interpret these massive data sets is enabling performance-driven marketers to become much more data-driven in how they  execute successful campaigns across an increasingly fragmented media and channel mix. Moving to a continuous cycle of campaign execution and optimization enables changes to be made throughout the course of a campaign to deliver a higher return on marketing spend and objectives. With marketing signal acquisition and real-time refinement and analytics at the heart of Origami Logic, we can help capture opportunities at the point of engagement across all channels and media,” remarked Opher Kahane, CEO and Co-Founder of Origami Logic. “Our partnership with the Zeno Group allows continued delivery of enhanced measurement and insight capabilities to brands looking to connect with customers and respond faster to their engagement moments across channels.”

     

  • Getting what you deserve by Naukri.com will go on air on 23rd June, 2016 with a TV campaign across 20+ channels

    Are you ‘Getting what you deserve?’, questions Naukri.con in new campaign

     

     

    Leading job website Naukri.com has unveiled its new TVC, “Getting what you deserve?” on the theme of addressing the comfort zone of employees and asking them to look for better job opportunities in the market. The primary thought behind this campaign is to empower the jobseekers to step out and get a job that they deserve. Successful employees often talk themselves out of making changes or even contemplating a job switch because of getting success at work. This TVC tries to change that perception with a simple question- Are you getting what you deserve, as there may be better opportunities waiting outside your comfort zone.

     

    Getting what you deserve by Naukri.com will go on air on 23rd June, 2016 with a TV campaign across 20+ channels and will have language edits as well. The campaign will also be launched on digital media comprising of video, mobile, display and social media. It will also run across the website- Naukri.com and external media platforms as well.

     

    Created by JWT, the TVC opens in a party set up where the star employee is dancing with his office colleagues. The employee waves to his boss who is sitting across the table with his counterparts. The boss discusses the possibility of this star employee moving out to get a better opportunity in the market. Fellow senior management people tell his boss that they will retain the employee by tempting him with new job offers or promotions which are nothing but farce.

     

    Commenting on the campaign, Sumeet Singh, Group Chief Marketing Officer, Info Edge (India) Limited, said “The current campaign targets today’s employees , who are smart , know that they are doing well and while organisations might offer many a carrots to them, are these enough or do they deserve more is a question they need to answer for themselves and explore.”

     

    Sanjeev Bhargava, Managing Partner, J. Walter Thompson, Delhi, added “People do not leave their jobs. They leave their bosses.” was the insight on which we had built the Naukri brand. Now times have changed. The smart employee is a coveted entity. The insight that organisations apply the most devious means (not necessarily in the best interest of the employee) to retain their best employees is the new insight on which the new Naukri communication is based.

     

  • The campaign amplifies the idea of independence of thoughts and ideas of women

    SBI Life’s latest campaign highlights smart women and their choices

     

     

    SBI Life in a recently launched TVC has laid focus on the ‘Smart Women Advantage Plan’, which highlights the smartness and intelligence of the women folk in all walks of life, be it work, home or relationships.

     

    The brand messaging of SBI Life is very refreshing and subtle. Created by Ogilvy and Mather, the campaign amplifies the idea of independence of thoughts and ideas of women. The ad also focuses on the efficient and creative ways in which a woman makes their decisions and nourishes their loved ones.

     

    Titled ‘Aurtein hoti hi hain smart’ the campaign talks about the smartness and intelligence of women in all walks of life. SBI Life celebrates this smartness and womanhood and acknowledges the special position of women in society. The campaign is a very light hearted take on how smartly women solve the problem. The campaign very subtly portrays the observing and nourishing disposition of women and their approach towards a situation. The campaign celebrates the crucial role that women play in our lives.

     

  • Dhoni is the perfect brand ambassador for Exide life Insurance as he embodies the values of Exide life Insurance

    MS Dhoni appointed brand ambassador for Exide Life Insurance

    By A Correspondent

     

    Exide Life Insurance has announced Mahendra Singh Dhoni as its brand ambassador. Dhoni, who represents the aspirations of millions, has a strong mass appeal and followership compared to any other sporting icon in India. Dhoni is the perfect brand ambassador for Exide life Insurance as he embodies the values of Exide life Insurance.

     

    “Dhoni represents a unique blend of skill, commitment and stability which are all personality traits that are relevant to the life insurance category” stated, Mohit Goel, Director-Marketing, Exide Life Insurance. “As a life insurance company, we believe that long term relationships build trust, and Mahendra Singh Dhoni is a perfect embodiment of that belief. Dhoni has appeal that cuts across geography, gender and age groups. He is one of India’s most celebrated cricketers, and the most successful captain of the Indian team and we are extremely excited to be associated with him.”

     

    Speaking about his partnership with Exide Life Insurance, Mahendra Singh Dhoni said, “This is my first endorsement deal in the insurance category. I am pleased to be associated with Exide Life Insurance, a company that helps Indians prepare financially for their long and happy life. Long term relationships build trust and I have always planned for the long term in all aspects of my life. Exide Life Insurance is a brand that resonates well with me and I look forward to working with them very closely.”

     

    Adding to this, Arun Pandey, Chairman, Rhiti Sports Management (the company which manages all endorsement deals of MS Dhoni) said, “Life Insurance is one category which is more than just a monetary safety net for those left behind. It is one of the most important long term investments that an individual makes. Hence, brands in this category have to be extremely conscious when it comes to associating with celebrities. In the case of Exide Life Insurance, the brand’s clear vision and promise is well-aligned with the brand attributes of MS Dhoni which makes this association very strong. I am glad we took our time to find the right brand partner for Dhoni in the life insurance category; and am sure this will go a long way.”