MxMIndia

Category: MARKETING

  • Demonstrates total control experience in a Humorous fashion

    Pidilite highlights enhanced features of Fevikwik in latest TVC

    By A Correspondent

     

    Fevikwik is set to roll out a TV campaign for its new product variant, Fevikwik Gel. The ‘Total Control’ TVC is developed by O&M and the communication takes a step further to reinforce enhanced user experience.

     

    The TVC emphasizes the total control characteristic of the gel variant in a playful manner. The clever use of the hockey player as a character who is much astonished about the control that he has over the ball during the game of hockey maintains the wit and humor quotient as always in a Fevikwik TVC.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Fevikwik TVCs have invariably showcased the product attribute with a sense of humor. This TVC presents the new variant Fevikwik Gel that gives more control to user while doing what Fevikwik does best – sticking various broken objects instantly.”

     

    The TV campaign will be supported by an integrated digital marketing campaign. Apart from outdoors and increased visibility at trade outlets there are also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia says, “Fevikwik has always been characterized as a hero who comes out with its instant adhesive properties in all sorts of unexpected situations. We wanted to reiterate the heroics of Fevikwik and concurrently show an analogy that depicts total control characteristics of Fevikwik Gel.”

     

  • Epsilon signs new agreement to lead integrated, data-driven national marketing efforts; Develop comprehensive creative brand campaign

    Epsilon named agency of record by Del Monte Foods

    By A Correspondent

     

    Epsilon®, an Alliance Data company, announced that it has been named agency of record for Del Monte Foods, one of the nation’s largest producers, distributors and marketers of premium quality, branded food products, following a five-month competitive review process. Epsilon’s Chicago-based team will spearhead marketing across traditional, digital and retail channels to increase product sales and drive operational efficiency for Del Monte brands including Del Monte® and College Inn®.

     

    Under the terms of the new agreement, Epsilon will develop an overarching multi-channel creative campaign and communications plan, which will be extended across College Inn® products, Del Monte® plastic Fruit Cup® products and Del Monte® vegetable products. Epsilon will also oversee traditional advertising, shopper marketing and digital marketing.

     

    “At Del Monte Foods, we are committed to delivering category-leading innovation and integrated marketing plans. Our deep understanding of consumer and shopper needs, married with Epsilon’s unique ability to oversee strategy, creative, insights and execution will enable us to drive strong relationships with customers through high-quality marketing communications,” said Jen Reiner, Senior Director, Marketing Activation & Shopper Marketing at Del Monte. “The competitive review process proved Epsilon and their agency leadership to be highly innovative, focused on driving positive outcomes for our business through a unique understanding of the consumer and personalized marketing execution.”

     

    “Today’s complex consumer-driven economy demands enterprise-level integration across all parts of the business, especially marketing communications,” said Andy Frawley, chief executive officer at Epsilon. “We’re excited to work closely with Del Monte Foods to develop a strategic and creative approach by leveraging insights that will drive strong consumer engagement across all touch points.”

     

  • The concept revolves around leveraging VIO's 'Real Milk. Real Protein.'benefit to enable today's fast-paced, multi-tasking youth to 'Run With It' and lead an active lifestyle

    VIO announces its India foray with an integrated campaign

    By A Correspondent

     

    After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.

     

    Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO flavored milk gives him the power to navigate through the race of life.

     

    Speaking about the campaign, Abhishek Jugran, Director – Liquid Foods, Coca-Cola India and South West Asia said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System.  Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.

     

    Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:

     

    The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country.

     

  • India's first cookie manufacturer, lays out road map to expand reach and widen consumer base

    Shruti Haasan to lend her charm as brand ambassador of UNIBIC

    By A Correspondent

     

    UNIBIC Foods has announced Shruti Hassan as its brand ambassador. She will be seen in UNIBIC’s new television commercials that have gone on air across South India, on UNIBIC’s YouTube channel and social media assets. With this association, UNIBIC aims to further strengthen their position in target markets across South India and aggressively expand into new markets in the west and north.

     

    Nikhil Sen, Managing Director, UNIBIC, said, “UNIBIC’s vision is to bring unique, premium products to the Indian market at prices that are affordable to our consumers. We have also been the innovators and the first ones to bring many unique products like Scotch Finger and center filled choco cookies to the Indian market. Our brand stands out in the market because of its great taste as well as its premium and international imagery. In this context, we feel that Shruti Haasan is a great fit to be the UNIBIC brand ambassador. She is a youth icon and embodies many of the same characteristics that are core to our brand.”

     

    Shruti Hassan, said, “I am glad to be able to share the UNIBIC story, on their behalf. Cookies, when made just right, are the perfect indulgence whether it is at the end of a long day or when you need a tasty snack. They are original in their offering which is what makes UNIBIC different and in effect stand out.”

     

    The UNIBIC TVCs featuring Shruti Haasan, have been conceived and shot like musicals. 3 completely different sound tracks set the mood to take the viewer into 3 different worlds of UNIBIC. The sets have been inspired by Broadway musicals and Shruti’s dance expertise, comes through beautifully in each film. Each film ends with UNIBIC’s promise of taste and quality, as Shruti calls out the brand tagline, ‘Bicalicious’.

     

  • Bold, independent and confident of making right choices is how Ford's new TVC celebrates the empowered women in India of today

    Ford India’s latest TVC celebrates the women of today

    By A Correspondent

     

    Playing on the theme of taking safety in your hands, the new commercial shows a self-assured Kalki Koechlin celebrate the essence of ‘Raksha Bandhan’ by tying Rakhi on her wrist before driving off in a Ford EcoSport.

     

    The commercial also reinforces Ford’s focus on safety as it announces the introduction of dual front airbags as standard across all variants of its compact SUV EcoSport. With the latest announcement, the entire Ford product portfolio comes equipped with standard airbag making them the best or shall we say the safest bet against the competition.

     

    “The new EcoSport commercial salutes today’s progressive, spirited women who are confident in the choices they make. Set against the pious context of Raksha Bandhan, the commercial gives a new definition to the theme of safety and shows how the women of today are demonstrating their focus on this important aspect through their purchase decisions.” said Rahul Gautam, Vice President, Marketing, Ford India

     

    Created by Global Team Blue, the new EcoSport TVC targets key GEC, entertainment, movies, regional and news channels across India, along with a significant digital and social presence. Moving beyond the traditional approach, the commercial communicates the empowered and progressive outlook of the modern women and shows how the women of today are taking charge of their safety and making right choices in selecting products.

     

    The concept draws its strength from research and data which depict that from being a key influencer deciding on the colour a decade ago, the role of women in car buying has evolved. According to Ford’s New Car Buyer Study the women, many of them being first-time car owners, are going beyond aesthetics to understand different technologies – be it SYNC or Safety features.

     

    “Women, for far too long, have been portrayed as those seeking safety. With the new commercial, we wanted to break this stereotype and show how empowered today’s woman are,” said Sujatha Chakraborty, Sr. Creative Director, Global Team Blue India.

     

  • Reflected by the three new product lines, the clothes for humans philosophy comes to life this summer as a creative platform characterized by a core idea

    United Colors of Benetton unveils new marketing campaign

    By A Correspondent

     

    Far away from fashion stereotypes real moments and real emotions are what life is all about. That’s the message behind clothes for humans, the brand new United Colors of Benetton product and marketing philosophy. Starting from this summer, Clothes for Humans will be the unifying force behind three product lines, a global campaign, a brand new website and a series of in-store initiatives and materials, including the “magalog”, a hybrid between a magazine and a catalogue that will be distributed in Benetton stores worldwide.

     

    Clothes play an important emotional role in our lives. Every morning, when we choose what to wear, we are deciding what our personality will be for the day ahead and how our feelings will be attuned to the different moments that await us. The clothes for humans philosophy starts from here: Benetton’s clothes should empower people to express their emotions and get the most out of the experiences they live. Dress Up: the smart elegance for work and special occasions. Dress Down: the relaxed style for every moment of the day. Dress to Move: functional garments for a sporty lifestyle. The three product lines, like all future collections, revolve around knitwear, one of three brand pillars that Benetton intends to focus on and add value to through all its activities. The other two are color and social commitment, which are also part of the brand heritage.

     

    Reflected by the three new product lines, the clothes for humans philosophy comes to life this summer as a creative platform characterized by a core idea – that Benetton explores the most honest and ‘human’ moments of emotion that are relevant to clothing – conveyed through a fresh, quirky tone of voice. Both the idea and the tone of voice will be applied across each of the brand’s communications channels.

     

    The advertising campaign shows diverse, genuine and expressive real people: a woman eating take away food in front of an empty open fridge, a group of girls drinking wine at an informal party, two young siblings cutting each other’s hair. The lightning is authentic and so are the locations: real homes, which feel warm, contemporary but also ubiquitous, just like Benetton’s global customers. In fact, the campaign will be published worldwide, online and offline, and the creative concept will be applied also to a series of short video episodes to be distributed on digital channels.

     

    The Italian clothing brand released its new website, in which a simple but contemporary design will take on the task of letting current and new customers into the Benetton world. A section called Identity will introduce the user to the three elements identified as brand pillars – knitwear, color and social commitment – while another section called Clothes for Humans will present the new design philosophy and help the customers match their mood with the three lines of clothing: Dress Up, Dress Down and Dress to Move. A renewed online shop will also allow them browse and buy quickly and efficiently.

     

    Benetton stores will change following the current design direction. Signage, design and communication materials will evolve to turn the shopping experience itself into a truly human moment, in which everyone – especially young women – will be able to isolate themselves from the background noise of status updates and filtered photos, and eventually reconnect to their own emotions, also thanks to Benetton clothes.

     

     

  • Gold Winner's new proposition is aimed at creating a mass movement of sorts by creating awareness around Vitamin D deficiency

    Let’s Make India D Positive, affirms new campaign from Gold Winner

    By A Correspondent

     

    Gold Winner, from the House of Kaleesuwari Refinery Private Limited launched its new proposition; Vitamin D3 fortified all new Gold Winner VITA D3+ under its new campaign titled ‘Let’s Make India D Positive’.

     

    Gold Winner’s new proposition is aimed at creating a mass movement of sorts by creating awareness around Vitamin D deficiency and how it can be overcome with a small shift in their eating and lifestyle habits. Leading this awareness drive is the brand’s ambassador, Bollywood actress Kajol.

     

    The company has also launched a unique QR code on its pack which directs consumers to a microsite created to specifically address Vitamin D related queries. The aim of the TVC is to bring out the equal importance of daily sunshine and daily Gold Winner (with Vita D3+) – 2 elements that become essential to ensure that one is Vitamin D positive.

     

    The film opens with sunlight streaming where a bunch of kids and Kajol are gathered in a huddle. Kajol is seen whispering something to kids and from there kids are seen running into different directions. We see the kids running with their loot into the sunshine chased by  residents as the jingle takes off. A doctor leaving for work stops as he notices the commotion and says for strong bones, a healthy heart and sugar control, Vitamin D is very important and Gold Winner with Vita D3 gives you the required daily dose of Vitamin D.

     

    Speaking on the release of TVC campaign, Anurag Lodha, COO, Kaleesuwari Refinery Pvt Ltd said, “Let’s Make India D+ve” TVC campaign is part of our new product – Gold Winner with Vita D3+ that we unveiled recently. The TVC very interestingly conveys how the importance of Sunshine exposure and right dietary intake is essential to have sufficient amount of Vitamin D. Our product innovation and design have always focused on providing a healthy lifestyle to our consumers and to encourage healthy eating habits. Vitamin D deficiency being highly prevalent in our country, therefore it was important that we innovate the existing product by making it powerful so that it has a strong consumer connect. This is what our TVC attempts to do; the newness of the change, the mass appeal of simple ideas and the powerful visuals has brought these thoughts alive.”

     

  • Campaign showcases UC News as the right product for the millennials who want to stay connected

    UCWeb unveils campaign for UC Browser and UC News

    By A Correspondent

     

    UCWeb, an Alibaba mobile business group company and makers of UC Browser released their commercial in India for UC News. UCWeb had launched UC News last month in Delhi and the television commercial is part of an integrated campaign launched to promote UC News in India.

     

    Created on the insight of ‘Survival of Latest’, the campaign seeks to position UC News as the right product for the people who want to stay updated with relevant and trending information. The integrated campaign was started on July 26, 2016 with the introduction and teaser of the TVC on social media platforms and made its TV debut on July 30, 2016.

     

    Explaining the rationale behind the campaign, Constantin Wu, Head of Marketing, UCWeb India said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency therefore was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that todays’ generation aspires to stay ahead of their peer group. ‘ UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”

     

    The campaign has been created by Cheil India. Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President Cheil Worldwide commented, “The Mobile browser as a category is evolving at a rapid pace and the task at hand for us was to bring consumer advantage to the fore, while at the same time establish the brands USP of being the fastest and relevant. We picked up the most germane theme and played our story around it. There is a lot to do and we look forward to creating more memorable campaigns with the brand.”

     

  • Mondelez India launched Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday

    Mondelez launches ‘Marvellous Creation’

    By A Correspondent

     

    Mondelez India announced the launch of Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday. It will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Andhra Pradesh.

     

    Speaking on the launch, Prashant Peres, Director – Marketing (Chocolates) at Mondelez, said, “The product combines exciting inclusions like gems, jelly and popping candy in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.”

     

    The launch will be supported by a 360-degree communication campaign, that includes a new TVC, as well as outdoor and digital campaigns targeting the brands core target audience – ‘Framilies’ (Friends + Families). On-ground activations and a Cadbury Dairy Milk Marvellous Creations busare also a part of the campaign.

     

    As has been the trend in the recent past, the product will be available in select cities via etailer Amazon starting August 10. It will be available in brick-and-mortar stores from mid-August.

     

  • The hypermarket chain has not only offered best prices on staples through Wednesday Bazaar, but also inspires people to try new foods through its constantly changing product mix

    Big Bazaar leans on ‘Khane Ka Samay’ to push in-store popularity

    By A Correspondent

     

    With Indian consumers undergoing massive change in their lifestyle and shopping, Big Bazaar has taken the onus of reflecting this beautiful change, which is making the daily lives of people better and more enjoyable, through its wide product range. It also reflects the journey of Big Bazaar beyond just great deals and prices into newer and more evolved ways of beautifying every aspect of the consumer’s life.

     

    The Food category enjoys the largest contribution at Big Bazaar. The hypermarket chain has not only offered best prices on staples through Wednesday Bazaar, but also inspires people to try new foods through its constantly changing product mix.

     

    The brand now wanted to reinforce its leadership stance by propagating its point of view on food. It wanted to romanticize food, its role in people’s lives and highlight its services and product offerings which enable a better life through fresh food and delectable meals.

     

    DDB Mudra West and Big Bazaar attempted to reawaken the Indian kitchen with the campaign ‘Khane Ka Samay’.

     

    The ad film ‘Khane Ka Samay’ is an ode to food. The visuals promote the audience to spread the aroma of food, from the kitchen across the home. It propagates the idea that food gives the tinge of newness to our relationships making food time, family time. The tantalizing food shots take viewers’ taste palates on a ride. The film tells stories of families bonding over a freshly cooked meal, of the older generation experimenting with and appreciating new cuisines, and of recipes that reflect the eclectic mix of cultures. The film highlights that food holds a legacy which passes from one generation to another and is an amalgamation of new and old, acting as a bond between the loved ones.

     

    The film is being showcased at cinema screens across India.

     

    Quoting on the film, Sadashiv Nayak, CEO, Big Bazaar said, “In India, food is culture. It is a collective experience. It’s about sharing and bonding, right from the farms where neighbours, kith & kin join hands in tilling, sowing and harvesting of crops to homes, where it is about love, to temple as offering to God. This film reinforces our belief that serving India is about winning heart share.”

     

    Sonal Dabral, Chairman and CCO, DDB Mudra Group added, “In a world of fast food and fast life, we don’t even have time for the most vital act of eating. We rush through food in our small cubicles. This campaign aims to rekindle our love for food by celebrating every bit of this delightful process, right from choosing ingredients to chopping, grinding, mixing, cooking and savoring every bite. It’s an honest attempt to make people step back from their busy lives, take out some time and enjoy their food with their families.”

     

  • Meraki Sport and Entertainment have been engaged by the Subroto Mukerjee Sports Education Society (SMSES) to enhance the profile of the tournament

    Subroto Cup engages Meraki Sport to boost popularity

    By A Correspondent

     

    Subroto Cup Football Tournament, organized by the Subroto Mukerjee Sports Education Society under the aegis of Air Force Sports Control Board, have got on board a professional brand and sponsorship management firm, Meraki Sport and Entertainment based out of Mumbai.

     

    The tournament is the brainchild of (late) Air Marshal Subroto Mukerjee. He conceived the idea of launching a football tournament, at the junior level, in 1958, the year when he was the Chief of the Air Staff. Over the years, the scope of the tournament has been widened to include foreign participation as a logical step forward in an endeavor to encourage budding footballers, and offer them international exposure at a tender age. Baichung Bhutia, Shyam Thapa,Amit Das, Ashin Biswas, VP Satish Kumar, Nirmal Chhetri, Robin Singh and Jackie Chand Singh amongst many others have credited the Subroto Cup as a turning point in their football careers.

     

    Meraki will work closely with SMSES to enhance the speak of the tournament whilst creating a framework for sponsorship outreach. MSE with their expertise in sport sponsorship and marketing will look to enhance the tournament’s visibility & profile amongst potential brands and sponsors.

     

    The company played a pivotal role in bringing on board India’s largest and most watched television sporting channel Star Sports as the presenting sponsor for the Subroto Cup. MSE have also structured a partnership with India’s very own home grown balanced energy drink, Enerzal, to support the tournament by providing rehydration products for all participants. The company will work closely with the partners and organiser’s through the course of the year with the aim of garnering maximum traction and visibility for the initiative.

     

    Shouvik Bhattacharya, Squadron Leader, Indian Air Force said “Subroto Cup  is a tournament with a legacy of 57 years. Our tournament in which annually 32,000 schools participate is in the process of getting bigger and better especially when Min of HRD has made this tournament a mandate for every school to participate. At this juncture, I believe a professional team like Meraki will be instrumental in structuring this tournament for scaling greater heights in the coming years. I am sure that their association with the tournament will add value to the tournament in which the brands and the corporates will be interested in investing.

     

    Ajit Ravindran, CEO, Meraki Sport and Entertainment said “The Subroto Cup is a tournament with a rich legacy and history which we believe should be used as a template to build a successful grassroots program for football in India. We are extremely glad to be working closely with the SMSES. Our goal is to help build the tournament as a product that brands will see value in investing in as well as help these brands leverage their investment to ensure that they receive a significant ROI. Star Sports is a great fit on all aspects since they share the same understanding and vision for football development as the SMSES. We will aim to leverage this association to meet the goals of all parties involved in the initiative.”

     

  • WYP won the account nearly six months back and has been working behind the scenes for its launch since then

    ITC Foods signs on What’s Your Problem as Digital & Social AOR for Fabelle

    By A Correspondent

     

    What’s Your Problem has been signed on as Digital and Social AOR (Agency of Record)by ITC Foods for its recently announced, high-end luxury chocolate brand, Fabelle.

     

    What’s Your Problem (WYP Brand Solutions Pvt  Ltd) won the account nearly six months back and has been working behind the scenes for its launch since then. Said Amit Akali, Managing Partner and Creative Head: “Winning and launching Fabelle has been like a homecoming for me. I have been lucky to be involved in launching two other successful ITC Food Brands, namely Bingo and Yippee Noodles. And we are very confident the success will continue. We are extremely excited about Fabelle…  It helps that I am a chocoholic and ITC makes one of the finest chocolates in India.”

     

    Hammad Khan, Director – Technology and Servicing, What’s Your Problem added, “Fabelle being a super-luxury brand, a large part of the marketing is digital and experiential. Hence, our mandate has been beyond the typical social digital mandate. We are also working on exciting experiences like a responsive web-site, digital menu apps and video content for in-boutique digital screens. Every small touch point has to be an experience and every piece of content a piece of art.”