MxMIndia

Category: MARKETING

  • The SmartShift Kulhars were created & distributed to all the local tea shops in key clusters

    SmartShift uses innovative campaign to popularise offering

    By A Correspondent

     

    SmartShift, a mobile app for cargo owners and transporters, enabling users to find cargo transporters based on the shipment size, weight, and other requirements, has released its innovative marketing campaign. Customer acquisition is always a pain point for a start-up. Keeping cost of customer acquisition low is a challenge that start-ups generally struggle with. Cost effective innovative marketing campaigns are one option that start-ups implement.

     

    The team at SmartShift realised that their key target audience are high tea consumers. Accordingly, they came up with the SmartShift Kulhar campaign.

     

    SmartShift functions in the B2B space; the TG is mainly the owners of SMEs. These customers are not affected by billboards, hoardings, newspaper ads, etc. or any of the other traditional forms of advertisement. SmartShift wanted to reach out to their current and potential customer base in a more personalized manner. That was when the marketing and sales team noticed that the one person who their customer interacts with multiple times in a day is his local chaiwallah. Also, being a start-up operated by a young & highly socially-conscious team, SmartShift wanted a marketing activity that would be effective as well as eco-friendly. The SmartShift Kulhars were created & distributed to all the local tea shops in key clusters.

     

    The team personally reached out to all the tea vendors in target areas of Mumbai and distributed amongst them clay kulhars with the SmartShift brand colours. The tea vendors were then requested to sell their tea to the nearby shops in these SmartShift branded kulhars. In addition to this, they asked them to collect visiting cards from each of the shop owners that they sold the tea to.

     

    Speaking about the marketing initiative, Kausalya Nandkumar, CEO – SmartShift, said, “Our target market is very relationship-based and customers are habituated to book through nakas (stands for small trucks). We realized that breaking into this market will require a daily reminder strategy, to become a part of a daily activity that reinforces our brand in their minds. The daily cup of tea was a unanimous choice. The orange & blue kulhads (our brand colours) were designed to emphasise Smartshift’s brand sublimely, during their valuable captive tea-time. And kulhads were an instant hit. Within two weeks, our enquiries nearly doubled from the Kulhad-marketed area and we were able to unlock more than 100 new customers present in nook-and-crannies that we had previously missed!”

     

  • IBD will be responsible for completely repositioning and revitalizing the brand image

    IBD wins the communications mandate for ‘Only Vimal’

    By A Correspondent

     

    IBD, a Percept company has won the strategic and creative mandate for ‘Only Vimal’, the textile brand of Reliance. The multi-agency pitch saw several top agencies in the fray to win the account. IBD won this account on the back of good strategic and creative product presentation and due to the strength demonstrated in expanding the ideation to a 360 degree horizon.

     

    ‘Only Vimal’, the rechristened Vimal, was one of the first textile brands to make a massive consumer impact pan-India. A Mukesh Ambani-promoted Reliance Industries’ (Reliance) textile division, Only Vimal is also regarded as one of the first major retail chain of stores to be set up across the country. IBD will be responsible for completely repositioning and revitalizing the brand image.

     

    Winning this pitch entailed a thorough strategic understanding of restaging an iconic brand in a dynamic product category and a deeper understanding of consumer behavior, motives, lifestyle and aspirations. The creative output and the passion displayed by the IBD team translated into the transfer of this entire account. IBD takes great pride in winning this mandate and will be responsible for restaging the brand communication with a fresh thinking with an aim to reinstate its iconic position in the consumer mind and in the market.

     

    Said Vivek Mehta, Head – Marketing, Reliance Industries Limited (Textiles), “We are very happy to partner with IBD as they bring with them in-depth knowledge and understanding of the category, which is key for creating effective advertising and communication.  The strategic and creative approach we have seen from IBD is outstanding. They have brought fresh insights and a new thinking, which we believe will give us the desired impetus.”

     

    Commenting on this win, Rahul Gupta, Managing Director, IBD said, “Our deep understanding of consumers and our ability to create a long term vision for ‘Only Vimal’, with excellent creative execution were the key factors for this win. We are very excited to have bagged this mandate of restaging an iconic brand. This is a fantastic opportunity for the team to showcase their strategic and creative brilliance. We are ecstatically looking forward to doing some great creative work on the brand.”

     

  • To create awareness about the safety issues of driving during monsoon season this campaign has been launched

    Chevrolet launches ‘Drive with Care’ initiative

    By A Correspondent

     

    For creating awareness and promote road safety during monsoon amongst motorists, Chevrolet India has launched the ‘Drive with Care’ initiative. As a part of this campaign, Chevrolet has released a video showing the innovative road signs using hydrophobic paint (that can only be seen when wet) at work on YouTube, Facebook and other mediums to help make road safety a priority for everyone, especially during this time of the year.

     

    A campaign page on the Chevrolet website has been created to educate the public with insights on traffic accidents and tips on what pedestrians and drivers can do to be safer on the road during rainy days.

     

    Speaking about the initiative Jack Uppal, VP Marketing and Customer Care, General Motors said, “At Chevrolet, one of our key value is to keep the customers at the centre of everything and the monsoon season is just one of the several opportunities to connect, engage and educate them on the importance of being careful on road. As a global brand that considers safety as one its highest priorities, Chevrolet takes a comprehensive and innovative approach to road safety, aimed at keeping everyone on the road – drivers, passengers and pedestrians, ‘Safe’. With the ‘Drive with Care’ film, which hits hard at the road safety issue, we aim to create awareness amongst the people and bring about the attitudinal change to be safe on the road and to care for others at the same time. The campaign gives on-road insights and urges you to think and ponder over your approach towards road safety.”

     

    The company carried out a study on road accidents in Mumbai, conducted by Nielsen and ValueNotes to learn more about road accidents during the monsoon season. It helped to create awareness by identifying major accident prone zones/areas in the city during monsoon, reason behind these accidents and other statistics on the number of accidents, particularly during monsoon months.

     

    Safety messages saying ‘Drive with Care’ with wet paints and stencils are being painted in select residential areas that appear whenever it rains to promote the campaign. This will help in reaching all the families around and educating them to be more careful while driving during the monsoons.

     

    The campaign’s objective is to raise awareness amongst motorists to maintain their cars during the rains. Chevrolet India had also launched Monsoon Service Camps that offered services to ensure safe driving in the monsoon season. The services provided included a special quick free check-up of items such as brakes, light bulbs, electrical, battery and tyres. In addition to the free front wiper blades distributed, there were discounts on parts and labour charges to ensure their vehicles are well maintained and safe to drive.

     

  • 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.”

     

  • Earlier, Aviva Life Insurance was being partnered by BBDO and MRM // McCann

    Aviva Life Ins hands over mandate to Contract

    By A Correspondent

     

    Aviva Life Insurance announced its partnership with Contract Advertising. Following a competitive pitch, Contract Advertising has been selected to handle the advertising portfolio for Aviva Life Insurance India and help build and develop the company’s communication messages, through new propositions and initiatives, over the next two years. Earlier, Aviva Life Insurance was being partnered by BBDO and MRM // McCann.

     

    “We are keen to be seen as Thought Leaders in a category that is otherwise cluttered and largely non-differentiated. Be it our products ideas or communication, our strategy is to find relevance and uniqueness in our offerings, in order to be the insurer of choice. We are delighted to have Contract Advertising on board, as our new creative partner, in building our ambitious journey in India. In them, we have found like-mindedness and an ability to make a difference, in line with Aviva India’s vision to create an impactful customer connect,” said Anjali Malhotra, Chief Customer, Marketing & Digital Officer, Aviva India.

     

    Rana Barua

    On the new win, Rana Barua, Chief Executive Officer, Contract Advertising said, “We are really excited on winning Aviva and look forward to partnering & creating unique ideas & communication that is relevant to the category and thus more impactful for them.  What is also heartening yet again is our understanding & creative during the pitch process was totally aligned with the vision of the entire brand and corporate team. We look forward to a long and enriching relationship with Aviva.”

     

     

    Ashish Chakravarty

    Speaking on the partnership, Ashish Chakravarty, National Creative Director, Contract Advertising said, “A regulatory controlled category is plagued with sameness of product offering, and consumer conversations. Thus the role of brand communication becomes critical. We found Aviva’s new approach a welcome change. So I am happy that they chose us to partner with them, on their plans for India. This should be an exciting one, and we certainly hope to create some memorable work for the brand.”

     

     

     

  • Savlon seeks to inspire parents to let go of their fears and encourage children to push their limits and maximize their potential to succeed in life

    Saina Nehwal appointed brand ambassador for Savlon

    By A Correspondent

     

    ITC’s leading health and hygiene brand, Savlon has announced Saina Nehwal shuttler as its brand ambassador.

     

    In its new campaign with Saina, Savlon seeks to inspire parents to let go of their fears and encourage children to push their limits and maximize their potential to succeed in life.

     

    Announcing the association, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Savlon is happy to engage ace shuttler Saina Nehwal as the brand ambassador. Her journey truly exemplifies determination, dedication and hard work. Saina personifies Savlon’s core brand thought of performance power in more ways than one.”

     

    He added, “Parents want their children to succeed but also want to protect them from the world. As a brand we seek to inspire parents to encourage their children to challenge limits and maximise their true potential. The brand purpose is to impact society in a positive manner and create a meaningful engagement. And also to showcase the performance of Savlon, which is the best product of its kind in the market.”

     

    Savlon brings alive the narrative of Saina Nehwal. A young girl who relentlessly pursued her dreams fighting against all adversities with the unstinted support of her parents. Her parents’ encouragement lent her belief in her talent to journey the course to becoming World’s no. 1.

     

  • The OMA Awards worldwide has trekked over 55 years and recognizes the most innovative, engaging, and effective displays at retail

    OMA awards recognises players from marketing & retail

    By A Correspondent

     

    The sixth edition of OMA awards took place at Pragati Maidan, New Delhi recently. Point of Purchase Advertising International (POPAI) India, the global association for marketing-at-retail, represents OMA Awards that is a premium award show recognizing the innovative and effective in-store and point of purchase displays.

     

    The OMA Awards worldwide has trekked over 55 years and recognizes the most innovative, engaging, and effective displays at retail. It recognizes and honors excellent displays that set the merchandising and design precedents of today to become the standards of tomorrow. This year, Asian Paints (household category), Italian confectionery giant – Ferrero Rocher (food category), Dove (Healthcare category) the skincare brand, Castrol, Goodricke-India-based tea producing company,  M-Seal and Dr Fixit, Coke, Godrej Duo Locks are the few winners who have been awarded the gold award.

     

    Silver award was grabbed by Goodday (Food Category), Surf Excel (Homecare category), Maybelline (cosmetics category), Tesco- British multinational grocery and general merchandise retailer, Everest, Close up, Loreal Paris, Pureit Ultima, Nivea talc, Maggi, Chefs Basket- a Mumbai-based food start-up company was presented with Go-Green award for their Nature Friendly usage of resources.

     

    Amit De, Chairman, POPAI India, said, “We are pleased to announce winners of the 6th edition of OMA Awards. The award had given an inordinate platform that recognized and honored excellent displays that set the merchandising and design precedents of today which would set the standards of tomorrow”.

     

    The event was graced by Sumit Chaplot – Head of Merchandizing Loreal India, S M Ramprasad Assistant vice president of Fuji Films, Anuradha Singh- Chief-Experience Design of Future Retail Ltd judged all entries. Deepak Chakravarty Head – Visual Merchandising from Adidas Group, Tom Harris Development Director of POPAI ASIA Ltd, Michelle Adams Chairman of POPAI Global and Darshana Shah Chief Marketing Officer of Aditya Birla Health Insurance, Rahul Saigal – Group COO of Geometry Global, Manoj Jain VP Marketing, Loyalty & Visual Merchandising of HyperCITY Retail India Limited, Leo Van de Polder Global Development Director of Shop! Adarsh Bannahalli Manager – Merchandising and Trade Communication of ITC Limited, Ashish Prasad President – Construction Chemicals of Pidilite Industries also played the role of judges.

     

  • The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali

    Pepperfry readies customers for its festive bonanza

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign based on the premise of “don’t wait for Diwali”. With this campaign Pepperfry is informing customers that there is always great value available on Pepperfry.com and customers need not postpone their big-ticket furniture purchases to annual events like the Diwali festive shopping season.

     

    The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali. Data supports this insight, typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. The reason that consumers post-pone and concentrate their purchases in this manner is due to a perception that manufacturers and retails offer more value during these periods. But this does not hold true for Pepperfry, which has the ability to and does deliver great value through the year.

     

    The campaign addresses this consumer perception head-on and presents the Pepperfry always available value proposition as the solution. The campaign comprises two creative executions which will be aired across television channels, multiplexes and digital media. The total outlay for the month long campaign is Rs 10 crore.

     

    The films have been conceptualized by Land Kenneth Saatchi and Saatchi that convey the message using real-life situations that consumers’ face to persuade them to act now instead of waiting to buy things they really need.

     

    Talking about the TVC, Debarjyo Nandi, Senior Vice-President, Law and Kenneth Saatchi and Saatchi said, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers the larger population tends to postpone their shopping till Diwali with the hope of getting a better deal, even on things they really need and need them now. We hope to shift behaviour with Pepperfry’s all-year round value proposition.”

     

    Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sale concentrated around Diwali season. We did a campaign last year at around the same time that had the same concept – of not putting off furniture purchases till Diwali – with a very different treatment. By re-iterating the same concept again this year in mass media we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”

     

    He added, “The campaign is well timed to capitalize on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”

     

  • Michael Jopp is currently Head of Sales Management at Mercedes-Benz Cars Deutschland in Berlin and is responsible for developing sales measures and steering sales strategy

    Mercedes-Benz India appoints Michael Jopp to drive Sales & Marketing mandate

    By A Correspondent

     

    Michael Jopp

    Luxury car maker, Mercedes-Benz India announced a key appointment in its Sales and Marketing function. The company appointed Michael Jopp as the Vice-President of Sales and Marketing beginning August 1, 2016. The new appointment comes into effect as Boris Fitz, Vice-President, Sales and Network Development, completes his successful tenure in India and will be taking over a larger role at Mercedes-Benz Turkey.

     

    Commenting on the new appointment, Roland Folger, Managing Director and CEO, Mercedes-Benz India said, “Boris played a pivotal role in Mercedes-Benz’s sales growth as the company witnessed a remarkable sales success amidst myriad market challenges. He was instrumental in creating the densest and most qualitative dealer network for Mercedes-Benz with dedicated dealer partners. We highly value Boris’ contribution to the rapid growth of Mercedes-Benz in India. We are equally excited to welcome Michael and are confident that with his rich experience in the domain of sales and marketing in Mercedes-Benz Cars, Michael will continue the strong growth momentum of the Three Pointed Star in this highly competitive and dynamic market.”

     

    Michael has close to two decades of experience in the domestic automobile industry in Germany and also in international markets both on the OEM and distributor side. He has rich experience in areas of sales management, product management, marketing and general management. Currently he is responsible for sales performance and sales profitability for Mercedes-Benz Cars in Berlin. A MBA from Goizueta Business School, Emory University, Atlanta, Michael loves playing golf, traveling and has a passion for literature.

     

  • Future Group's Big Bazaar is back with its popular and eagerly awaited sales across India

    Big Bazaar joins hands with the biggest brands for “Hum Taiyaar Hain” campaign

    By A Correspondent

     

    Big Bazaar (Future Group) has partnered with leading brands across categories for the popular ‘Maha Bachat’ sale. This partnership will be in the form of a campaign “Hum Taiyaar Hain” which will feature the CEOs and MDs of the respective brands communicating to the audience that they are ready with their products on stand for the ‘Maha Bachat’ sale. The motive behind the campaign is to mark the efforts of the brand partners who invest equal amount of enthusiasm and dedication to make the sale possible. Also, for the first time these brands are voicing their support for ‘Maha Bachat’. The sale will be held from the 13th till 17th of August 2016 across all Big Bazaar stores in India.

     

    The “Hum Taiyaar Hain” campaign will principally revolve around the CEOs and MDs making it loud and clear to the customers on how they’re well in advance prepared for the upcoming ‘Maha Bachat’ sale. Different print and other advertorials will showcase the brand heads giving out the message of the campaign. There are big sales, big discounts and big savings on over 300 brands across all cities.

     

    A spokesperson from Big Bazaar said, “Maha Bachat which is in its 11th year, offers incredible discounts on every product and every brand, it is an unparalleled opportunity for customers to save on everything they buy. A sale of such incredible proportion is impossible without our partners just like us, they too prepare for it months in advance and work towards the success of ‘Maha Bachat’ every year. Continuous cooperation from partners is a definitive and crucial factor in Maha Bachat’s success over the years. So let’s have a campaign that shows this partnership.”

     

  • TV campaign urges travellers to pack bags & travel this long weekend

    #NikalChalein tempts travellers to explore more this weekend

    By A Correspondent

     

    OYO has launched a new TV campaign “#NikalChalein”. With the 13–15 August long weekend just around the corner, the TVC which rolled out on 5th August, showcases a plethora of emotions of individuals staying in OYO properties. The 15-second ad encourages all to make travelling plans.

     

    Talking about the TVC, Ritesh Agarwal, Founder and CEO, OYO said, “In our demanding lifestyles today, one hardly gets time off from work and other commitments. The underlying idea of this TVC is to inspire people to make full use of little breaks like the coming long weekend to unwind and explore. Spending a couple of days away from the hustle-bustle of city-life can be incredible for the body and mind. This Independence Day we invite everyone to step out and savour of feeling of Aao Kahin Nikal Chalein.”

     

    He further adds, “Keeping this in mind, we have launched this campaign, focusing on places that are ideal for short trips. We have more than 200 properties in Udaipur and Shimla, which are amongst the topmost leisure destinations on long weekends. We experience high demand during this period, and as August 15 approaches we are expecting a further spike in bookings.”

     

    Conceptualised by the in-house team, the commercial is produced by DZU Film Company and directed by Daniel Zenas Upputuru.

     

  • Kona Kona 6% TVC uses the backdrop of rains to narrate stories of prosperity from different corners of India

    Kotak extends Kona Kona 6% thought further in latest TVC

    By A Correspondent

     

    Extending its Kona Kona Kotak campaign thought further, Kotak Mahindra has unveiled its latest campaign. After two years of drought, India is witnessing normal to excess rainfall in most parts. The national mood is upbeat, as a good monsoon promises prosperity and better agricultural output. The Kona Kona 6% TVC uses the backdrop of rains to narrate stories of prosperity from different corners of India.

     

    The government and Reserve Bank of India have taken a dovish stance on interest rates in the economy. Interest rates on small savings schemes such as postal savings, term and recurring deposits, National Savings Certificate (NSC), Senior Citizens Savings Scheme (SCSS), Public Provident Fund (PPF) etc. saw deep rate cuts recently, and further cuts are on the anvil.

     

    While KMB is aligned with RBI’s interest rate guidance, the bank continues to offer 6% interest rate on savings account balances above Rs. 1 lakh.

     

    Kona Kona 6% uses the backdrop of the monsoon to narrate stories of happiness and prosperity from different corners of India, such as Mysore, Chennai, Nashik, Vadodara, Chandigarh and Gangtok.

     

    The TVC will run in seven languages (Hindi, Bengali, Gujarati, Kannada, Marathi, Tamil, and Telugu) on leading channels across India. Radio will also be leveraged for the campaign. The radio script will follow the TVC script, presented in the format of a weather report. In addition to the languages above, radio will also run in Punjabi and Malayalam.

     

    The outdoor campaign, set against the backdrop of rains, portrays happiness, and conveys the key message of Kona Kona 6%. The campaign will run in Mumbai, Chennai, Bengaluru, New Delhi, Hyderabad, Kolkata, Ahmedabad and Pune.

     

    Karthi Marshan

    Karthi Marshan, Sr. EVP & Head – Group Marketing, Kotak Mahindra Bank, said “India is witnessing good monsoons this year after two consecutive dismal seasons. Good rains lead to positive sentiments, and we can feel the excitement at grassroot levels. Our new Kona Kona 6% campaign captures this mood of cheer and optimism.”

     

    Marshan added, “Kona Kona 6% is an extension of our Kona Kona Kotak and the recent 6% campaigns. It emphasises how we are contributing to people’s prosperity with something as simple as higher returns on savings account, thereby enabling them to fulfil their aspirations. The campaign also showcases how different customer segments are benefiting from our wide range of products and services.”