MxMIndia

Category: MARKETING

  • The film opens on a group of four jelly bears on a plane

    FCB Ulka crafts a new campaign for Candyman Jellicious Jelimals

    By A Correspondent

     

    ITC Foods has unveiled a new television campaign for Candyman Jellicious Jelimals conceived by FCB Ulka, Bangalore. The film opens on a group of four jelly bears on a plane. One of the Jelimals, Maddy Mango, tries to pull a fast one on his friends and steal the fruits on the plane, while his friends are fast asleep.

     

    To Maddy’s horror, an alarm is triggered and a trap door opens beneath him through which he begins to free fall. Meanwhile, his friends are awakened by the alarm and try to devise a plan to rescue their friend. Smarty Strawberry, the group leader, gets an idea and uses the basket of fruits to surf through the clouds to rescue a free falling Maddy, before he uses Punky Pineapple’s bandana as a parachute. The parachute floats in the sky to form the Jelimals pack.

     

     

    Swati Bhattacharya
    Menaka Menon

    Speaking about the new film, Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said, “This film is about that element of fun and adventure that kids love. It tells us the tale of how the four Jelimals got on to the pack, with their make-shift parachute and their basket of fruit.”

     

    Menaka Menon, Vice President – Bangalore, FCB Ulka, adds, “This film introduces the Jelimals to the viewer. Instead of just being about four flavours of jelly bears, it spins a yarn around the four characters that are the jelly bears. The story builds on the whole friendship and adventure angle, something that appeals to the target audience.”

     

  • Nike also profiles a number of its premier athletes and new performance innovations, here, detailing in-depth the resolve that victory requires

    Nike celebrates achievement of athletes in latest film titled ‘Unlimited Pursuit’

    By A Correspondent

     

    In its latest ad film titled “Unlimited Pursuit”, which is part of the Nike “Unlimited” — Just Do It campaign, the film celebrates the power, beauty and pursuit of athletic perfection.

     

    The film features an all-star cast of the world’s greatest athletes, those who push their own limits to embark on an unlimited journey and to empower the next generation of athletes. From Scout Bassett, Simone Biles, Elena Delle Donne, and Gabby Douglas to Allyson Felix, Dafne Schippers, Shelly-Ann Fraser-Pryce, English Gardner, Alex Morgan and Serena Williams, these world-class athletes push their limits not just every four years, but every day. Recovering from setbacks, losses and injury, rising from obscurity and destroying obstacles to claim victory, they command the spotlight and inspire Nike to innovate to match their strength and their dreams.

     

    The Nike “Unlimited” — Just Do It campaign includes the “Unlimited Will” film,  “Unlimited Courage” film, “Unlimited You” film, “Unlimited Youth” film and the company’s recent series of athlete shorts. The campaign celebrates both the everyday and champion athletes who regularly push their limits — and who are poised to prove their unlimited potential this summer and beyond.

     

    Nike also profiles a number of its premier athletes and new performance innovations, here, detailing in-depth the resolve that victory requires.

     

  • Be Bold, Spontaneous and Youthful in every occasion

    Post brand overhaul, Titan Eyeplus unveils new campaign

    By A Correspondent

     

    Titan Eyeplus has been at the forefront of the eyewear category since 2007, redefining standards in product design and retail experience. The brand is poised to set new benchmark again with a complete overhaul of its brand personality.

     

    To mark this change, Titan Eyeplus has launched a campaign which reveals its new tagline, ‘Live the new’. The tagline is an embodiment of the belief system that forms the core of the brand i.e. creating newness in the category by presenting a new brand persona that is youthful, energetic and bold. It reinvents retail experience in the category and products that cater to the requirements of the ever-changing lifestyles of consumers.

     

    The brand personality comes live in today’s TV-led campaign showcasing a shift in the brand’s outlook and reflects lifestyle of the multi-faceted consumers – work, fashion, sport. In a world where spectacles are already seen as an accessory, the brand urges one to choose the right frame for their lifestyle.

     

    Commenting on the new campaign, Vandana Bhalla, Marketing Head and Design – Eyewear Division, said, “Titan Eyeplus is at the helm of an exciting new journey, which is driven by the insight that consumers today lead dynamic and experimental lives. They are constantly on the look-out for brands and products which reflect their lifestyle. The new brand campaign with new products and a refreshed retail experience are part of our strategy to cater to consumers who are constantly looking for new experiences.”

     

    Conceptualized by Ogilvy & Mather, the new television commercial is based on the insight that people’s lifestyles are multi-faceted. The campaign captures the brand proposition – ‘match your frames to your lifestyle’ in an aesthetically stylized film. The film shows three different individuals in different lifestyle settings–athlete at a basketball court, girl in a bar and a working professional at a café. The setting seems to indicate that they are all on a date but the light-hearted narrative reveals that these individuals were talking to spectacles that perfectly match their respective lifestyles, Sport, fashion, work. The film succinctly captures the essence of the new campaign, promising something for every occasion.

     

  • First time a developer, rather than selling flats, sells neighbourhood

    JP Infra launches social initiative #KnowYourNeighbour

    By A Correspondent

     

    JP Infra, a Mumbai based real estate major’s social initiative #Know Your Neighbour saw an overwhelming response from the audience. The initiative was aimed at the much ignored issue of solitude living of the urban class. For the first time, a real estate developer has attempted to bring all its customers together to celebrate the essence of friendship and communal living.

     

    As a part of the initiative, Friendship day token with a thoughtfully crafted letter was sent to customers from their neighbouring members. The group arranged the initiative such that the soon to be neighbours got an opportunity to know their neighbours and in return elevate their bond to friendship.

     

    The initiative went beyond just the customer base to bring the society at large together. With radio campaigns being run across the stations asking Mumbaikars to share their neighbourhood friendship stories, the initiative saw an overwhelming response. The radio channels were buzzing with interesting stories of long lost and new found friendship. The initiate is constantly gaining momentum and turning into a social cause.

     

    Manoj Asrani, VP Sales & Marketing stated, “In this fast paced city of Mumbai, with the times changing, we hardly have the time to know who is living next door to us. The time has become such that people do not know who their neighbours are. As human beings, we are social and communal in nature. We wanted our customers to feel the essence of communal living and as an effort towards the same, we thought of a way to connect the soon to be neighbours. From sharing a common address to sharing a special bond of friendship.”

     

    Shubham Jain – Director JP Infra, added “Home is where you treat your friends like family and family like friends. And we are in the business of making people’e homes. We believe spaces should be developed where you can truly live and explore the essence of life. In sync with our belief and values, we thought of connecting the soon to be neighbours and extending a bond of friendship between them. Know your neighbour is that initiative where we gave our customers an opportunity to know and communicate with their soon to be neighbour and extend this special bond of friendship and camaraderie.”

     

  • Brand Ambassador Madhuri Dixit endorses Intex's fully-automatic Washing Machine

    Madhuri extends her glam to Intex Washing Machines as brand ambassador

    By A Correspondent

     

    Intex Technologies has unveiled its first TVC for its fully-automatic washing machine featuring recently signed brand ambassador, Bollywood actress Madhuri Dixit. The 20-seconds TVC will be broadcast pan-India across all major GECs, news channels and regional broadcasts.

     

    Keeping in line with the company’s business strategy, the month long On-Air TVC will cover the Hindi heartland featuring in more than 25 key TV channels like Star Plus, Colors, Zee TV, Sony, Aaj Tak, Zee News etc. The regional outreach includes Southern and Western Indian market. The campaign will also feature in major women magazines and shown in cinema halls covering more than 30 cities.

     

    “We are delighted to have Madhuri Dixit as the brand ambassador and the new TVC for our fully-automatic washing machine targets women who want smart washing in less time. Intex has always received phenomenal response for its products and we are confident with Madhuri endorsing our innovative product, it would further enhance our consumer connect,” stated Keshav Bansal, Director, Intex Technologies.

     

    Intex had recently signed film actress Madhuri Dixit as its brand ambassador for Refrigerators and Washing Machines. The actress has been signed for a period of two years, during which, she will be seen in the company’s TV commercials besides being the face of the company for a series of brand promotions and activations.

     

    Intex has been present in the washing machine segment since 2014 with a range of semi-automatic machines and washers. It has now added the all new fully automatic top-loading washing machine to its portfolio.

  • Skore signs West Indies cricketers, Dwayne Bravo and Chris Gayle for brand initiatives

    West Indies duo ‘Skore’ as brand ambassadors

    By A Correspondent

     

    Skore condoms announced its strategic partnership with renowned West Indies cricketers, Dwayne Bravo and Chris Gayle. The cricketers will be the brand ambassadors for Skore and promote their product range. As a part of the association, the players will also re-create Bravo’s famous “Champion” song for the Indian audience.

     

    Skore, of TTK Protective Devices Ltd, is a part of Indian business conglomerate TTK Group. The association of cricketing champions Bravo and Gayle has been closely in line with the company’s young and Innovative brand imagery. In addition to the “Champion” song, the brand ambassadors will also be actively involved in brand promotions.

     

    Commenting on the association, Vishal Vyas, Head of Marketing, Skore Condoms said, “We are  thrilled by our latest association with Chris Gayle and Dwayne Bravo. This partnership launches our “Champion” line of products – an advanced range of condoms from the house of Skore, a brand that has well positioned itself as cool, naughty and fun-loving. The personalities of our ambassadors embody and re-enforce this. With their association, we now look at expanding our marketing efforts to cricket-loving youth.”

     

    Commenting on the partnership, West Indies Cricketer Dwayne Bravo said, “I’m very impressed with the image Skore has created for itself. Fun-loving yet responsible is a balance that is hard to achieve but one I firmly believe in.Everyone deserves to have some fun but it’s even more important to be responsible. That is what a real champion does. I’m excited to be able to encourage others to do just that by recreating Champion for Skore along with Chris.”

     

    “Skore has taken the condom market by storm in this country. Discussing safe sex practices still has certain stigmas associated with it in many countries. I hope this partnership can break stereotypes while also promoting the innovative offerings of the brand.” added celebrated cricketer, Chris Gayle.

     

    Skore’s association with renowned West Indies cricketers, Dwayne Bravo and Chris Gayle, began through a series of fun exchanges on Twitter, when Skore approached Bravo to re-create the Champion Song. Gaining rapid attention in Twitter in the hashtag #SKOREfeatDJBravo, the cricketer duo also invited women to shake a leg and send in their entries to feature in the song’s video.

     

    Women from across the country have been invited to share their unique dance moves on Twitter over the next two weeks. The videos will be deliberated upon, to select winners to feature in the Indian Champion video with Bravo and Gayle. The new video is expected to be released in September, 2016.

     

  • The LG Mosquito Away TV, developed based on Indian insight, is equipped with an Ultra Sonic device which uses sound wave technology only

    LG highlights mosquito-repelling features of TV in latest ad campagn

    By A Correspondent

     

    LG has unveiled its latest campaign titled LG Mosqito Away TV. The reason to come up with this communication was to first establish the believability in the product and capability of its performance.

     

    The LG Mosquito Away TV, developed based on Indian insight, is equipped with an Ultra Sonic device which uses sound wave technology only, that does not emit any harmful radiations. This technology works on the principle of ultrasonic waves that reduce a mosquito’s ability to detect CO2 exhaled by humans and become inactive and flies away. The selected UF is absolutely safe and harmless for humans, as per norms set up by global organizations. This technology does not use any chemicals, used in other toxic repellants, nor does it require refilling or any other maintenance and the most important part of the technology is that this independent operation which does not require the TV to be on to make the mosquitoes fly away.

     

    Given the uniqueness of the product the brief was to create a communication that stands out. In essence the communication needed to be as outlandish as the product is perceived to be.

     

    The communication will be promoted primarily on Digital given that digital as a platform offers reach, measurability & reference.

     

  • With a state-of-the-art revamped art look reflecting European modern look, the flagship store of ‘Hazoorilal by Sandeep Narang’ has been located in Greater Kailash for over three decades

    Esha Gupta to endorse ‘Hazoorilal by Sandeep Narang’

    By A Correspondent

     

    Hazoorilal by Sandeep Narang, a leading jewellery house, has announced the appointment of Esha Gupta as its new brand ambassador. With a state-of-the-art revamped art look reflecting European modern look, the flagship store of ‘Hazoorilal by Sandeep Narang’ has been located in Greater Kailash for over three decades.

     

    Talking about the association, Sandeep Narang, Managing Director and Chief Designer of ‘Hazoorilal by Sandeep Narang’ said, “The new campaign has Esha Gupta as our brand ambassador. Her amazing beauty, style, sparkle, poise, grace and sincerity encapsulates everything that we showcase through our collections and our tagline depicts – Every piece a master piece”.

     

    Speaking on the association, Bollywood actress Esha Gupta said, “It has been an absolute pleasure and I’m really excited to be the face of ‘Hazoorilal by Sandeep Narang’. The most exciting part of this association is that you get to wear all this beautiful jewellery and get all excited and dream about your wedding and wait for that day to come. So I know where my wedding jewellery is coming from and that has to be ‘Hazoorilal by Sandeep Narang’.”

     

    ‘Hazoorilal by Sandeep Narang’ designs have been seen on the international red carpet at both the Oscars and the BAFTAs. Oscar winner Kate Winslet, Gossip Girl’s Kelly Rutherford and actor Regina King are some of the international celebrities who have graced the red carpet donning their exquisite pieces. The heritage of Hazoorilal patrons also narrates the tales of aristocracy with prestigious clientele that include The Royal Families of Abu Dhabi and Saudi Arabia.

     

  • The TVC continues to celebrate the diversity and quirkiness of 'Unlikely Friendships'

    KFC duo back with a new friendship story

    By A Correspondent

     

    The unlikely friends that bonded over KFC’s Friendship bucket are back. And this time around, they are bonding over the KFC Duo Friendship Bucket.

     

    The TVC begins with two friends sitting at a KFC restaurant, one has a black eye. They are communicating in sign language, as one of them is specially-abled. The friend with the black eye is seen questioning his specially-abled friend on why he gets only one piece of chicken from the KFC Duo Friendship Bucket, despite getting involved in a brawl for his buddy. To which the specially-abled friend responds that his friend has received only one black eye and therefore deserves only one piece of KFC chicken. The quirky TVC ends with a voice over saying, “Friendship mehengi padh sakti hai, KFC nahin (Friendship may prove to be costly, but not KFC)”.

     

    Talking about the TVC, Lluis Ruiz Ribot, Chief Marketing Officer, KFC India said, “We continue to celebrate the diversity and quirkiness of ‘Unlikely Friendships’. The campaign with which we launched our Friendship bucket received a tremendous response from consumers and we are back with a great value offer in the form of the KFC Duo bucket.”

     

  • 22feet Tribal Worldwide spun the idea of paying a tribute to sisterhood with a prospect of expressing something unique, in a way that benefits the brand

    Tanishq unveils a digital film by 22feet Tribal Worldwide

    By A Correspondent

     

    Keeping the tradition of being a progressive brand and its unusual take on societal taboos, Tanishq has breathed fresh perspective to the occasion of Raksha Bandhan by celebrating sisterhood.

     

    On the occasion, when the brands were bombarding consumers with sales messages, 22feet Tribal Worldwide spun the idea of paying a tribute to sisterhood with a prospect of expressing something unique, in a way that benefits the brand. The agency crafted a web-only ad film which showcases that with the changing times, the definition of Raksha Bandhan has evolved and is not just constricted to brother and sister. Through this film, the brand and the agency celebrate the bond between two sisters; who protect each other, grow up together, laugh, share, care, fight, argue – and each of these little nuances makes their bond even stronger.

     

    With a background monologue of a younger sister speaking to her elder sister via a letter, while gifting her a Tanishq product for Raksha Bandhan, the film progresses to show many sweet moments where the elder acts as shield to the younger sister from all the difficulties she has faced in various phases. The gift is the younger one’s way to thank the elder one for lending her a shoulder to cry upon, being a root to anchor, a mentor and protector.

     

    Clientspeak:

    Deepika S Tiwari

    Deepika S Tiwari, GM-Marketing, Tanishq: The relationship between sisters is incomparable, those who enjoy having a sister will know that sisters are solid pillars of strength for each other. They laugh, share, fight and make up and they grow up with each other and the bond and support for each other only grows stronger. In this new film Tanishq includes sisters in Raksha Bandhan and creates a new way of celebrating this age old festival. It has connected with millions of sisters and triggered an idea in their minds of participating in this festival.

     

     

    Agencyspeak:

    Ramraaj Raghunathan

    Ramraaj Raghunathan, Business Lead at 22feet Tribal Worldwide:  Be it with our products or with our marketing communication, Tanishq has always looked to give shape to the emotions of the increasingly self-assured Indian woman. Celebrating the bonds of sisterhood was a thought that felt like a contemporary extension that did not take away the essence of the festival.

     

     

     

  • The new campaign highlights ICICI Lombard's core brand proposition of 'Nibhaye Vaade'

    ICICI Lombard focuses on wellness in latest brand campaign

    By A Correspondent

     

    ICICI Lombard launched its new brand campaign that will run across TV, radio, digital, outdoor and social media for four weeks.

     

    The new campaign highlights ICICI Lombard’s core brand proposition of ‘Nibhaye Vaade’. In a thoughtful move that is in sync with the company’s customer-centric approach, the new commercial focuses on placing customers first, enabling them to fulfill their promises made to their loved ones, even as the brand works towards fulfilling its commitment.

     

    The new commercial has an interesting story line of a protagonist going for an early morning run despite extreme weather conditions. During the run, he gets several thoughts to give up on the run even as he feels the impact of the excessively cold weather. However, he continues to run, since he has promised his daughter that he will get fit.

     

    The TV commercial is complemented by radio spots and multiple outdoor and digital creative. In order to ensure engagement with consumers, the company is taking several initiatives on radio and digital media using the hashtag #DoTheDifficult. It wants to encourage consumers to share their experiences of having overcome obstacles to fulfill their promises towards their loved ones through the hashtag.

     

    Commenting on the campaign launch, Sanjeev Mantri, Executive Director, ICICI Lombard General Insurance said, “At ICICI Lombard, we have always been committed to support our customers during their hour of need. Further, we have been transforming ourselves to play a more proactive role by helping our customers stay fit and healthy. This is in line with our belief that prevention is better than cure and our new brand campaign exemplifies this thought”.

     

    Developed after a detailed research with consumers and planning with its creative Partner, Ogilvy India, the campaign seeks to connect with the changing trend of a Young and Inspiring India. Amid hectic lifestyles and multiple responsibilities to fulfill our professional and personal commitments, we end up compromising on our health and well-being. This is where the brand steps in with its health and wellness solutions, enabling its customers to avail a range of wellness benefits offered in its health insurance offerings. Customers can avail of Yoga & Gym reimbursements, Nutrition consultation, Sports & Fitness therapy as part of ICICI Lombard’s health insurance offerings.

     

  • Kinetic worked on creating an immersive, sensory experience at two of the country's busiest airports – Delhi and Mumbai

    Kinetic welcomes Ford Mustang in India with outdoor innovation

    By A Correspondent

     

    Kinetic India was recently appointed by Ford India ahead of introducing Ford Mustang in India. Ford Mustang is an automotive legend and is one of the most followed nameplates across the globe. Since the Mustang first went on sale in 1964, Ford has sold more than 9 million vehicles around the world.

     

    To capture imagination and create intrigue the audience ahead of the car’s introduction, Kinetic worked on creating an immersive, sensory experience at two of the country’s busiest airports – Delhi and Mumbai.

     

    In the first out of home (OOH) solution, Kinetic laid out the red carpets for customers arriving at the Delhi and Mumbai airports which were equipped with motion sensing technology and connected to a life-sized billboard. To grip an onlooker’s attention, a passerby who stepped on the carpet was welcomed with a gush of air and an evocative growl that the Ford Mustang is identified with. The billboard on the side played interesting visuals of the Ford Mustang and by the time a walker was off the carpet it switched to an enticing line – ‘The legend makes its way’ – with smoke coming off from either sides.

     

    “Ford Mustang stands for freedom of expression and embodies the passion and fun-of-driving inherent in all Ford vehicles. The arrival of Ford Mustang in India needed to stand-out and leave a lasting impression on everyone who experienced our touch-points. We wanted create an experience that personifies all that this iconic car stands for by innovatively demonstrating its fun-of-driving, legendary engine growl and raw power,” said Kaushik Prasad, general manager for consumer marketing at Ford India said.

     

    The second OOH display was strategically placed at the high traffic Delhi-Noida Expressway to attract significant eyeballs. The hoarding featured the side profile of the Ford Mustang, depicting a high-intensity drift to demonstrate power and a furiously rotating rear tyre emitting continuous smoke.