MxMIndia

Category: MARKETING

  • The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack

    Posterscope executes disruptive campaign for Cadbury

    By A Correspondent

     

    Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a OOH campaign to announce the launch of Mondelez’s latest variant, the Cadbury Maha Pack.

     

    The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack. The brand is targeted at male and female consumers aged 13-24, Sec A and B. Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively had a delivered mix of billboard, unipole, gantry, pillars, train stations, metro train and bus shelters across top 15 cities, covering more than 300 touchpoints and 500 plus media units.

     

    In addition to using the traditional OOH media formats, Posterscope India took the out of home communication to another level by creating a larger-than-life Cadbury Dairy Milk held together by two sumo’s on a truck. The 22ft truck carried huge cut in the peak traffic hours of Mumbai across the length and breadth to create buzz both online and offline. This was an absolute eye catcher for the travellers in the peak hours, creating the required impact and buzz for the brand.

     

    The one-of-its-kind innovation in the out of home space was motivated by the watchwords preached by the brand itself that said – “Your favourite chocolate just got bigger!” With the hashtag #Mahapack following it, to grab the maximum amount of eyeballs on twitter.

     

    Haresh Nayak

    Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope APAC says, “This was a one of its kind disruptive advertising created by posterscope. Not only did the team go ahead and create a new media option for the brand but we also created multiple innovation highlighting the core essence of the product. The media strategy was aligned to ensure that the campaign matches the means of communication in the out-of-home space, within the consumer ecosystem.”

     

  • This 3-film campaign, 'Sab Sahe Mast Rahe' focuses on the superior quality of panel products that CenturyPly offers

    Century Plyboards back with new brand campaign

    By A Correspondent

     

    Century Plyboards is back with its new TVC – Sab Sahe Mast Rahe. The campaign is product oriented and will attempt to educate the consumers in an entertaining fashion about the importance of investing in good quality plywood that saves a lot of embarrassment and cost for the consumer.

     

    This 3-film campaign, ‘Sab Sahe Mast Rahe’ focuses on the superior quality of panel products that CenturyPly offers making it the most desired product in the market. It also implies the importance of consumer decisions while doing up their homes.

     

    The campaign shows a termite infested home and how the termites mock the owners of the home as they have chosen low quality products for their home décor, and as a result spending more while re-doing their homes while also facing a lot of embarrassment from the guests.

     

    The campaign targets the young urban consumer looking to make their dream home a reality. The campaign will have three such TVCs which will run across all platforms – print, electronic, radio and digital. It will also be supported by a robust outdoor media campaign and other BTL activities.

     

    Sanjay Agarwal, Managing Director, CenturyPly said, “Consumer is the person who invests his hard earned money. Hence, my brief to the agency was very clear that the communication should be very direct, simple and very entertaining.”

     

    Navarun Sen, Executive Business head – Panels said, “Plywood Is often covered by expensive veneers and laminates. However, it’s like the foundation and if that goes wrong, it can be a huge pain for the consumer and the cost of replacement will be high. Therefore the consumer needs to be aware while making a purchase decision.”

     

    “Termites are a big pain in this industry. It was very important to showcase Centuryply’s expertise as they make termite proof, boiling water proof plywood. Therefore, we thought we should highlight and glorify this aspect when talking to the consumers,” said Mr. Sonal Dabral, Chairman and CCO, DDB Mudra Group West

     

    CenturyPly has been involved in aggressive brand building, with quite a few TVC campaigns being launched in quick succession, and a rapid brand building at the retail level also. It has been setting priority markets for both sales and advertising focus, and that has paid dividends in terms of both sales volume and brand building. Apart from this, CenturyPly also has some impactful CSR campaigns like CenturyPly Heroes to its credit.

     

  • Superstar Amitabh Bachchan to be the brand ambassador for Dr. Fixit

    Big B demonstrates unique features in Dr. Fixit’s latest campaign

    By A Correspondent

     

    Pidilite unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.

     

    The campaign featuring Bachchan was rolled out on India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor.  As a leader in water-proofing solutions, Dr. Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

     

    Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with Bachchan bringing his own trademark style and wit to the TVC.

     

    The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has three beautiful women as neighbors. The TVC begins with him delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical.  This campaign takes this insight and says it in a very entertaining fashion.  Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema.  It’s a perfect jodi.  Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”

     

  • To achieve this, Jaquar Group is unveiling a television commercial and advertising in leading national and regional newspapers

    Jaquar unveils campaign celebrating India’s trust in its people

    By A Correspondent

     

    Jaquar Group is set to launch a powerful advertising campaign on the eve of India’s 70th Independence Day. The campaign’s objective is to inspire Indians to believe that their skills and abilities are as good as the best in the world, with Jaquar being a perfect example of how India’s trusted brands can succeed globally.

     

    To achieve this, Jaquar Group is unveiling a television commercial and advertising in leading national and regional newspapers. The ad film demonstrates that India and Indians can compete with the world – be world class and lead the world – if they have the self-belief in their skills and abilities, like our freedom fighters had. The Swadeshi movement echoes best these sentiments. In an attempt to reawaken the pride in products that are made in India and inspire Indians to believe in themselves, in their skills and abilities to compete against the world’s best.

     

    Commenting on the campaign, Sandeep Shukla, Head – Marketing Communications said, “Jaquar Group has always been proud to be a brand born out of India. Through this campaign we want to reawaken the pride in products that are made in India and inspire Indians to believe in themselves, in their skills and abilities to compete against the world’s best. To show the world that yes, we Indians have it in us to excel in every aspect. That we are Saare Jahan Se Accha!”

     

    The creative agency behind the film and campaign is Crescent Communication, with Dipanshu Saha as the Creative Director.

     

  • The campaign aims to build awareness for Asian Paints Colour Expert service

    Ogilvy executes new campaign for Asian Paints Ezycolour

    By A Correspondent

     

    Ogilvy has launched its latest campaign for Asian Paints. The campaign aims to build awareness for Asian Paints Colour Expert service and persuade consumers in the painting cycle to try the service by positioning it as a partner who not only tells them of the latest wall/colour trends but also enables them to implement those.

     

    Sukesh Kumar Nayak, Executive Creative Director, Ogilvy & Mather said: “Asian Paints Colour Experts help you understand colour, design and patterns better. The core idea to introduce this service is ‘We help people know their colours better’. To launch this thought we decided to start by helping men express their creativity in decorating their home as it is known that men take lesser decisions about home décor than women do. The brand film is a funny incident of a man who uses this service in the most innovative manner to impress his wife. The core idea will have extension in different mediums like digital and radio.”

     

  • To spread the word of securing one's personal space from mosquitoes, HIT launched a contest that invited netizens to participate by sharing more whacky ideas to kill mosquitoes

    Godrej Hit rolls out social campaign on mosquitoes

    By A Correspondent

     

    Like every year, people are facing severe mosquito infestation with the onset of monsoon. Following the heavy rains in Mumbai and Delhi over the weekend, many twitterati’s started conversations around how annoyed they are about mosquitoes and to what extent are they ready to go to #Killmosquitoes.

     

    Tracking these conversations, Kala HIT chose an innovative approach to reach out to the netizens through an interactive digital campaign called “101 ways of killing mosquitoes”. The brand built on this conversation by converting some of the wacky ways of killing mosquitoes into creative content pieces such as gifs, short videos etc. With this HIT also revealed the most convenient way of killing mosquitoes - New Kala HIT with Lime flower fragrance, which kills mosquitoes instantly.

     

    To spread the word of securing one’s personal space from mosquitoes, HIT launched a contest that invited netizens to participate by sharing more whacky ideas to kill mosquitoes. The contest got a roaring response with extremely funny user generated creative content and the top 101 ways of killing mosquitoes have been populated on the campaign microsite www.hittokill.in. People still stand a chance to test their creative abilities and win prizes.

     

    Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing, said, “Kala HIT is the undisputed leader in the home insecticide aerosol segment, to further drive penetration of aerosol format it has introduced a new variant called HIT Lime Flower Fragrance, that kills mosquitoes instantly and leaves behind a pleasant lime flower fragrance. The dual benefit of instant efficacy and pleasant fragrance makes Kala HIT Lime flower fragrance an exceptionally convenient solution to kill mosquitoes hiding in the corners of the home. To make the consumers aware of the dual benefit, the digital campaign of “101 ways of killing mosquitoes” has been launched.

     

    The campaign is based on the consumer insight of how the nuisance caused by hidden mosquitoes brings everyday life to a grinding halt, forcing us to react with anger. Current measures to eliminate hidden mosquitoes, are arduous, and often fail. No wonder, consumers feel angry and annoyed. Kala HIT Lime flower fragrance has been introduced as an exceptionally convenient way of killing even the hidden mosquitoes. The response from netizens has been very encouraging and we are sure that this campaign will drive awareness and induce trial of the new variant – HIT Lime flower fragrance!.”

     

    Commenting on the campaign idea, Parag Shahane, Unit Creative Director, LinTeractive said: “Revenge is an integral part of a human mind and one can go to any lengths to express it. By using this insight, we wanted to bring out the rage and physicality of wanting to kill mosquitoes through exaggerated, funny videos which will lead them to the microsite housing the 101 ways of killing mosquitoes. Users were told to upload their views on ways of killing mosquitoes, where the best 101 ways will be featured on the microsite. Through this campaign, the attempt was to drive engagement and deliver the message that Kala Hit Lime is a convenient way of killing mosquitoes.”

     

  • The campaign reinterprets and delivers on the brand promise of "Fly the new feeling"

    Deepika Padukone takes to the skies for Vistara

    By A Correspondent

     

    Vistara, India’s fastest growing full service carrier, is launching its new multimedia brand campaign on August 22nd along with its first TV commercial.

     

    The campaign reinterprets and delivers on the brand  promise of “Fly the new feeling”, through the eyes of airline’s new brand ambassador Deepika Padukone, the internationally acclaimed actress and one of the nation’s most popular and admired role models.

     

    Conceptualised by the airline’s creative agency Mullen Lintas, the creative concept of the TVC revolves around how Deepika Padukone feels the same wonder and joy every time she flies Vistara, as she felt when flying for the first time. The campaign intends to elaborate on the core interpretation of the brand promise which is about the feeling of looking forward to flying again.

     

    The new campaign featuring Deepika will be broadcast on TV channels across India starting August 22, 2016. The airline has been giving a sneak peek to its customers through its ongoing teaser campaign #WhichStar running on various platforms, that has captured the imagination of millions of people already. The integrated campaign will be deployed across multiple platforms including TV, digital, print, outdoor, cinema and airports.

     

    Through this campaign, Vistara wishes to reach out to its core audience of corporate and frequent flyers, who value a seamless, reliable, and consistent service experience above everything else, and are willing to pay a reasonable premium for the unique offerings provided by a world-class full service airline. With this initiative, the airline also intends to make brand Vistara a household name just like its parent company brands, Tata and Singapore Airline.

     

    “From the beginning, Vistara has aimed to transform the flying experience and bring back the joy of air travel” said Mr. Phee Teik Yeoh, CEO, Vistara. “We believe the journey should be as enjoyable as the destination. Our new brand campaign with Deepika Padukone highlights the unique feeling of flying Vistara. Through this campaign, she has brought to life the special spark of happiness that people feel when they fly with Vistara, the airline that is proud to carry the remarkable heritage of Tata group, Mr. JRD Tata, and Singapore Airlines”, he added.

     

  • Celebrating the spirit of togetherness in families

    Gits Food unveils new TVC for the festive season

    By A Correspondent

     

    Gits Food has launched its new TVC aimed at celebrating the spirit of festivities with family. With the festive season just round the corner, the focus of this ad is to bring togetherness and add some fun to the boring and mundane situations of daily life. The idea of togetherness and the celebration of festive spirit primarily lies in the preparation to an event than the event itself. Those are the moments that create long lasting memories. Focussing on these very elements that comprise togetherness, joy, and enthusiasm the ad film features a girl reminiscing the joy of preparing sweets.

     

    The film opens with a typical setting where the family members are engrossed in their own activities. The girl is shown remembering the old times where she had once enjoyed cooking with her mother during festivals. To get her family’s attention and break the monotony she is seen involving the whole family to prepare sweets together and experience the fun of cooking. The TVC essentially celebrates the essence bringing families together especially the new generation, in these busy times. Most of us can relate to this TVC.

     

    Speaking about the idea behind the ad-film, Sahil Gilani, Director of Marketing & Sales Gits Food said, “We are very excited to showcase our new festive marketing campaign on TV and digital media in India as well as our export markets. The new dessert mix campaign aims at reminding people that the real spirit of celebrations and festivities is being together and enjoying it with each other. A simple activity of making mithais with the family brings them out of their individual worlds and gets them involved in the occasion. Being the market leaders in the category our campaign hopes to not only build our brand equity, but further help drive consumption and penetration.”

     

     

     

  • With an objective to showcase the array of features inculcated in the latest offering from Titan, a user-related context was used to narrate the story of JUXT Pro

    Titan highlights features of JUXT Pro in new campaign

    By A Correspondent

     

    Titan announced the launch of the JUXT Pro recently. Following the launch, the brand launched their latest TVC, highlighting the suite of smart features available in this beautifully designed smartwatch.

     

    With an objective to showcase the array of features inculcated in the latest offering from Titan, a user-related context was used to narrate the story of JUXT Pro.

     

    The film is set inside an architect’s office where a team of young architects and their boss are in a meeting. As the protagonist is presenting to the team, his boss notices the JUXT Pro on his wrist and pauses his spiel to pay him a compliment; “Hey, Nice watch”. The orderly colleague with him agrees with the boss and responds with the same remark. Upon this, the protagonist appears to have stopped mid-presentation, being credulously miffed at the fact that someone; anyone thinks that it’s a “watch”. With enthusiasm and swagger, he shows the team what this “watch” can do. He animatedly pulls out feature on feature throughout the film, as the unsuspecting boss and colleague look increasingly stumped. Satisfied that he has sufficiently proved his point he goes back to his presentation, when another colleague walks in and offers him the same compliment on the watch. The boss and colleague exchange a glance, while he seems mildly resigned to explaining the watch features again.

     

    Elaborating on the concept behind the JUXT TVC, Sirish Chandrashekar – Marketing Head, Titan Watches says, “Today’s young Indian is obsessive about his technology. Titan JUXT Pro is the smartwatch that does it all – helps him manage his calls, messages, appointments, while also enabling his creative side through the unique features of controlling camera, storing and playing music etc. This film is single-minded in showcasing how loaded the watch is, in an endearing manner.”

     

    “Titan JUXT Pro is not just a product, it’s an idea. So all we tried to do is present that idea in the simplest, yet insightful way. And we thought of the insight of how tech-lovers get offended when others do not know the value of their techy possessions. We kept the storytelling simple because we wanted to celebrate the Titan JUXT Pro – a product which is an idea and not just a watch” says Azazul Haque, Executive Creative Director, Ogilvy & Mather.

     

    Designed for the modern multi-faceted man, Titan JUXT Pro offers an array of features to keep him connected, informed and in-touch with his interests. The ad film communicates these stunning attributes of the product and presents JUXT Pro as the smarter smartwatch.

     

  • The roster of celebrities includes Sneha, Priya Bapat, Mary Kom & Rituparna Sengupta

    Tea time is incomplete without Sunfeast Marie Light

    By A Correspondent

     

    ITC Foods has just launched its new campaign for Sunfeast Marie Light Rich Taste. It is a comprehensive package of films that beautifully capture the tea time moment, and build how that moment is incomplete without Sunfeast Marie Light.

     

    Launching the campaign, and building the space of tea time being incomplete without Sunfeast Marie Light, are three films – Imperfect Surprise, Phone Call & Tea Time Together. These will be followed by a series of films tailored to regional sensibilities.

     

    Rather than follow the usual method of making a film and then dubbing it into all the regional languages, the individual films have been created for regional markets, with popular local celebrities for each region.

     

    The roster of celebrities includes Sneha, Priya Bapat, Mary Kom & Rituparna Sengupta.

     

    The entire campaign focuses on building the inseparability of tea and Sunfeast Marie Light biscuit, by drawing a parallel to the husband wife relationship, and how the ritual of that morning cup of tea is incomplete without one’s spouse.

     

    Speaking about the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said – “For Sunfeast Marie Light we’ve taken off from the fact that the morning tea time together is something that both the husband and wife look forward to and cherish. In the hustle and bustle of day to day living, this is their little moment together. And this moment is incomplete without that cup of tea, and their favourite Sunfeast Marie Light biscuit.”

     

    Menaka Menon, Vice President – Bangalore, FCB Ulka, said – “This campaign is built on a strong truth, the fact that the couple holds sacrosanct their morning tea moment together. Combined with the fact that tea & Marie biscuits are an unshakably strong pairing, this campaign simply uses the couple’s strong relationship to draw a parallel to the strong bond that tea & Sunfeast Marie Light share.”

     

  • Brand launches latest promotion 'Limca jahaan, recharge wahaan'

    Limca out with a sequel to ‘Phir Ho Ja Shuru’ ad campaign

    By A Correspondent

     

    Building on the Chor-Police “Phir Ho Ja Shuru” campaign, Limca has further extended its campaign by introducing another TVC under the same tagline. The new ad campaign focuses on the spirit of not giving up and starting all over again after a physically exhausting task. Taking consumer engagement to the next phase, the TVC also introduces its promotion ‘Limca jahaan, recharge wahaan’. Open to individuals residing across India (except in the state of Tamil Nadu), the offer allows 10 lucky winners to win mobile recharge up to INR 1000.

     

    Emphasizing on the spirit of being game enough to start all over again, the campaign revolves around the rejuvenation of a physically exhausted individual with Limca and getting a free mobile recharge, thus highlighting Limca’s act as a saviour on both counts. The TVC showcases a young traveler trying to locate a guesthouse in a remote hill station and as he is about to receive directions to the guesthouse he runs out of balance in his phone. The exhausted traveler with a heavy luggage reaches to a hill top. The Limca in his bag then comes to his rescue by providing refreshment along with a recharge of INR 1000.

     

    Conceptualized by Leo Burnett, the film has been directed by Nitin Parmar and produced by the production house – Equinox Films.

     

  • Players consumed a whopping 1.2 billion virtual Parle G biscuits on Chhota Bheem Parle G edition mobile game

    Parle G scores a Bheem-sized win with Seventynine and Nazara Games

    By A Correspondent

     

    Seventynine announced an in-game branding campaign for Parle G as part of a special edition of Chhota Bheem mobile game developed by Nazara Games. Chhota Bheem is a popular mobile game on Android platform and Parle G is the world’s largest selling biscuit brand.

     

    Nazara Games creatively integrated Parle G brand inside Chhota Bheem Jungle Run, most downloaded game of Nazara with over 10 million downloads. The brand campaign was experience by over 3.4 million gamers since its launch in November 2015, overshooting the original target of reaching two million users. Players consumed whopping 1.2 billion virtual Parle G biscuits in this time frame.

     

    Siddharth Kelkar, Business Head of Seventynine said, “Parle G’s goal was to build a strong brand connect and engage with their core audience of children. We’re thrilled to have delivered them a campaign that not only met all its objectives and gave Parle G a fantastic and innovative medium to connect with their customers, but in the process set new benchmarks in demonstrating how successful in-game branding can be.”

     

    Mayank Shah
    Manish Agarwal

    Mayank Shah, Deputy Marketing Manager at Parle Products Pvt. Ltd. said, “We are delighted that this campaign came out as a win-win for both the marketer as well as the consumer; the spectacular results including 367 years of game play and consuming a whopping 1.2 billion virtual biscuits are proof that the audiences we were targeting totally loved the game and the associated Parle G branding.”

     

    Manish Agarwal, CEO, Nazara Games said, “The partnership with Seventynine and Parle G demonstrates the marketing magic that is possible when a creatively-conceived concept brings together hugely popular app and a brand that is directly targeting the app’s users.”

     

    In the original version of the game, a player has to collect laddoos to score higher points. With the idea of integrating Parle G into the game, it seemed like a fresh idea to introduce Parle G biscuits along with ladoos using SVG technology. Thereby by achieving brand integration while making it interesting for the young players. We are delighted that the marketing campaign by Seventynine achieved its targets ahead of projected timelines.