MxMIndia

Category: MARKETING

  • Releases a stirring video to empower girls to reclaim the phrase 'Like A Girl'

    Whisper releases video to empower girls

    By A Correspondent

     

    In the wake of India’s success at the 2016 Olympics, the phrase ‘Like A Girl’ is going through a positive transition and has ensured heartening conversations such as – “They fought #LikeAGirl” or “They played #LikeAGirl”, but we still seem to have a long way to go before each and every girl can do things “Like A Girl” and be proud of it.

     

    A survey, conducted recently by Nielsen in association with Whisper, revealed that one in two girls in India agree that the phrase ‘Like A Girl’ is still used as an insult. “You run like a girl”, “you throw like a girl”, “you fight like a girl”, “you play like a girl” are common insults heard or said that can have a significant effect on girls’ self-confidence, especially during puberty.

     

    According to the study, girls in India were found to be facing a considerable drop in self confidence, especially after having reached puberty, due to the various societal norms and restrictions that they are expected to conform to. At such a stage, phrases such as ‘Like A Girl’ being used in a mean and hurtful manner add to the feeling of being pressurized.

     

    The ‘Like A Girl’ movement was launched by Always, the global brand name for Whisper, outside India, in the USA and select global markets in 2014. It has been supported by organisations such as UN Women, as well as celebrities such as Masie Williams from the Game of Thrones and accomplished athletes like British cyclist Laura Trott (winner of two gold medals in Rio 2016) as well as popular USA Soccer star Alex Morgan among others.

     

  • The #FarmDost community is perhaps the largest farmer-cause community in India

    #ThankYouTohBol campaign creates high buzz on social

    By A Correspondent

     

    The film has been conceptualised by Rediffuion Y&R, Chennai for TAFE (Tractors and Farm Equipment Limited) and presented by the TAFE’s Corporate Communications’ team. The campaign urges all to recognise the contribution of farmers so as to bring the invisible farming community back into our collective psyche.

     

    The #ThankYouTohBol campaign comes in the second phase of the #FarmDost initiative that kicked off in April of 2015 with now over 800,000 followers – or  #FarmDosts. The first phase of the campaign urged people to cultivate a one sqft farm. There was an extensive outreach in schools and other educational institutions to get students excited about the initiative. The overall agenda was to seek to inspire participants to feel the warmth of the soil between their fingers, to feel the joy of nurturing a seed until it springs to life and, in the process, empathise with the farmer.

     

    This second phase, #ThankYouTohBol is an initiative to encourage people to recognise and respect the contribution of farmers. It is an appeal to the society to express our gratitude to our farmers by taking a pledge to make the effort to go and meet and spend time with a farmer.

     

    The campaign is supported through a digital advertising, as well as via a radio campaign. In addition to the video, a nationwide on ground activation are being planned to support this phase of the initiative.

     

    Said Sunitha Subramaniyan, who heads the Corporate Communications Department at TAFE: “Over the last five decades TAFE has been working closely with the farming community and has a deep insight into how hard farmers toil to nurture their crops and nourish us – for no other reward, but the love of the land. It was only natural for TAFE to champion the cause of the farmer – a cause we truly believe in.”

     

    Added Ananda Ray Creative head- Rediffusion Y&R, Chennai: “It is rare to come across a client who invests in a cause that is not designed just to tick the CSR boxes or with an eye on the bottom line. TAFE has been dedicated towards improving the lives – and standing – of farmers within our society from their inception and the #FarmDost movement is but a natural extension of this vision. This is a cause that is easy to believe in and to work towards making happen – whether from an agency perspective or as a lay person. If even one viewer is moved to action after watching Maya’s story, it will mean a lot to both TAFE and us – and, most crucially, to the farmer.

     

  • Featuring its newly launched Inspiron 2-in-1 laptops that balance work and play

    Dell celebrates the versatility of young Indians in new festive TVC

    By A Correspondent

     

    Dell is all set to launch its new television commercial as part of its festive campaign. Premiering on Dell’s Facebook page, the television commercial will be aired across leading English entertainment and movie channels, Hindi entertainment, movie and music channels, regional language channels and cinemas in 456 screen across 75 cities.

     

    Conceptualised and executed by the Grey group, the new TVC brings to the forefront Dell’s aim to create innovative products that seamlessly fit into the lives of its consumer’s. The TVC brings alive the ease with which the new range of Dell 2-in-1s allow its consumers to flip between work mode and fun mode, without compromising on either. The story portrays a young entrepreneur who has to work on a new project while her husband waits for her for to join in on the festivities. With the versatile Dell 2-in-1 she effortlessly flips between “office mode” and “Tyohar mode”. Added to that is an interesting element that spotlights the lives of modern couples, where the flexibility of the husband’s role is also highlighted as he starts making the festive sweets even as he waits for his wife to finish her work.

     

    Said Ritu Gupta, Director, Marketing – Consumer & Small Business, Dell India: “This is the exciting story of many urban Indian households and working couples.  We want to show people how technology can be used to enhance their daily life, depicting a real world example. In this instance the work-life duality of an entrepreneur is highlighted and equated to the dual flexibility that the product offers. At Dell, we view technology as a tool towards enabling users to do more with their lives. This understanding of consumer needs reflects in stunning products that match user needs and serve as true companions.”

     

    Added Vishal Ahluwalia, VP and business head, Grey Bangalore: “Grey works collaboratively with Dell to create a strong emotive connect with Dell’s consumers through real life narratives in which technology is integral to aiding celebrations. This year’s festive campaign salutes the spirit of the new age Indians who multitask through every situation, even in a festival as success for them goes hand in hand with personal happiness.”

     

     

  • Fortifies its image among consumers, highlights its highly credible customer service in the TVC

    Publicis Ambience unveils brand campaign for UrbanClap

    By A Correspondent

     

    UrbanClap has announced the launch of its first TV commercial in association with Publicis Ambience. A part of its marketing strategy, UrbanClap hopes to strengthen its position among both consumers and competitors as one of the best on-demand service providers in the country.

     

    As a platform that provides all kinds of services like plumbing or repair work, UrbanClap feels that a good customer experience is vital to its success. Thus, to communicate this high level of quality and trust among consumers, UrbanClap decided to communicate its vision via this TVC.

     

    Commenting on the launch, Abhiraj Bhal, Co–founder, UrbanClap said, “The launch of UrbanClap’s TV advertisement is an important moment in the journey of our two-year-old company. We are transforming the way people utilize these services – from beauty to home repairs, yoga to tutors etc. We are excited to take our brand to the next level with this TVC and hope to scale to greater heights in the near future.”

     

    Elaborating on the launch, Paritosh Srivastava, COO, Publicis Ambience said: “The biggest challenge for a services marketplace in our country is trust and quality. We have used human relations as metaphors to emphasize the quality of our service providers, these relations are endearing and relevant to audiences across strata. We strongly believe this campaign will help create a positive disposition towards UrbanClap.”

     

    Added Jigar Fernandes, Executive Creative Director, Publicis Ambience: “We all knew what this launch meant for UrbanClap, because you never get another chance to make a first impression, especially in this great Indian startup mela. Every step of the way we worked together with the good guys at UrbanClap as it was their first TVC experience. It was a fun mix of pressure, responsibility, left brain logic, right brain blabbering, passionate arguments and bro hugs.”

     

  • Together, the two have created 'BW Ganapati' – an Android app that works using augmented reality

    LinEngage & Birla White team up to pay respect to Lord Ganesha

    By A Correspondent

     

    It’s that time of the year when devotees from all walks of life go out of their way to please Lord Ganesha. Be it via performing a simple aarti at one’s home or paying visits to divine destinations across cities, each year the devotees come up novel ways to pay obeisance to the Lord of good luck and prosperity. A similar gesture has been fulfilled by Birla White Wall Care Putty in association with LinEngage, the experiential marketing arm of MullenLowe Lintas Group.

     

    Together, the two have created ‘BW Ganapati’ - an Android app that works using augmented reality. When the user opens the app and points it towards the Ganapati image in the poster, the Ganapati ‘comes alive’ and can be seen in 3D. The Ganapati is accompanied by an aarti in Marathi and flowers are showered on the idol. The user gets a feeling as if he is performing the aarti of Lord Ganesha.

     

    Highlighting the uniqueness of the initiative, Raman Minhas, Group Creative Director – LinEngage said: “This simple and endearing idea shows how even a routine practice can be turned into an engaging experience by tapping the right technology at the right touchpoint. We hope the experience is leveraged in a big way by people from all walks of life.”

     

    Commenting on the novel initiative, Kedar Rele, Head – Brand & Advertising, Birla White (Unit of UltraTech Cement) said: “As a brand, we at Birla White, always look for innovative opportunities with LinEngage being a channel partner for painters. This smart idea of interactive poster of Ganapati at Point of Sale has helped us very well. Especially at the beginning of our business season, which also happens to be the festive season. Well done, Team LinEngage.”

     

    The app is available for download on Google Play (download here: https://play.google.com/store/apps/details?id=com.birlawhite.BWGanapati&hl=en).

     

     

  • Espousing the cause, IndusInd Bank aims to bring to light their contribution to the country by creating a nationwide movement of support

    IndusInd’s “JeetkaHalla” looks to support para-athletes

    By A Correspondent

     

    IndusInd Bank in association with GoSports Foundation has launched “JeetkaHalla” – a campaign to support the para-athletes under the Para Champions Program. Espousing the cause, IndusInd Bank aims to bring to light their contribution to the country by creating a nationwide movement of support.

     

    This campaign,which highlights the achievements of the para-athletes and the rigour of their preparation for achieving success in the international stage, showcases the brand as a thought leader working within the community to bring about a positive change. The campaign creates a strong positivity for the bank and positions it as a responsible and socially-conscious organisation which supports good and unique causes, with the aim of giving back to society.

     

    Through the campaign, IndusInd Bank unveiled a heartwarming, and inspiring Anthem which showcased the grit and spirit of para-athletes, and through the Anthem, the Bank conveys the message that it is time for the viewers to cheer and support the unsung para-athletes.

     

    To give this cause its moment under the sun, IndusInd Bank has embarked on a multi-media campaign that will create the impact and help in mobilising the momentum of seeking encouragement for these heroes.

     

    There will be non-stop media blitz over a period of a month on digital, cinema, radio and subsequently television platforms. The three minute anthem has been conceptualized by AnkurSuman, Principal consultant and Creative head, RK Swamy BBDO and it is directed by Amit Roy, known for his works on films Sarkar and Sarkar Raj. Bakery Films has produced the Anthem. Lodestar UM is the media agency of the Bank.  The anthem is sung by PankajAwasthi and its lyricist is Pankaj Bora, RK Swamy BBDO.

     

    Anil Ramachandran, Head – Marketing & Communication, and Head – Retail Unsecured Assets, IndusInd Bank, said, “While we are passionate about sports and proud of our sporting icons, we believe that we need to cast the spotlight on other sporting heroes — the para-athletes — and their amazing talents. The ‘JeetkaHalla’ campaign asks people to support and cheer our nation’s para-athletes and recognise their contributions, strengths and passion for their sport. The campaign showcases their hard work, grit and perseverance and highlights all that they have achieved. This campaign brings to focus the phenomenal abilities of these great sportspeople.”

     

    Sanjeev Anand, Country Head – Commercial Banking and in-charge of Sports Vertical, IndusInd Bank, added: “We, at IndusInd Bank, believe that a person can either spend his or her life focusing on the disadvantages or work hard to overcome them and reach full potential. Through our unique campaign, we are providing para-athletes with much-needed impetus to compete and excel in the sports arena and through the inspiring anthem, we are trying to build in empathy, and appreciation for their efforts which often go unnoticed. IndusInd Bank is the only brand to take up the cause of the para-athletes.”

     

     

  • Micromax product integration in latest music video by singing sensation Manj Music &Raftaar featuring Amy Jackson

    Micromax partners One Digital Entertainment for its Canvas Fire range smartphones

    By A Correspondent

     

    Micromax Informatics announced its campaign for its recently launched Canvas Fire smartphone range. The campaign includes Micromax’s partnership with One Digital Entertainment for the product integration of the Canvas Fire range in the music video of the soundtrack ‘Lak Hilaade’ by Manj Musik and Raftaar, also featuring Amy Jackson. The campaign, along with the music video of the peppy soundtrack aims to establish the Fire range by Micromax as the ideal fit for music lovers with its compelling audio centric features like Auro 3D sound technology and front firing speakers.

     

    The music video seamlessly integrates Micromax’s Fire range and the official video posted on T-Series YouTube Channel has garnered over 10 million views within the first week of its release on September 1, 2016. The ‘Lak Hilade’ video that features leading celebrities, Bollywood personalities and artists has become a social media rage.

     

    Commenting on the partnership, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “Being a youth-centric brand, Micromax has always been focused on Movies, Music and Sports. Taking this ahead, we are proud to partner with One Digital Entertainment for our new campaign..”

     

    Commenting on the partnership, Gurpreet Singh Bhasin, COO and co-founder, One Digital Entertainment said, “The reward and reach this track has garnered proves our stand yet again. We are extremely happy to have partnered with Micromax who believed in this strategy of connecting with their audiences. The surround and integrated marketing plan that was mounted around the music video has helped amplify content reach on platforms beyond YouTube.Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win for all – creators, content, consumers and brands.”

     

  • The campaign celebrates the individuality of Vivana's customers

    Viviana Mall launches new brand campaign in collaboration with Thought Blurb

    By A Correspondent

     

    Viviana Mall, in collaboration with its creative agency Thought Blurb, is inviting customers to celebrate their everyday moments in their new brand campaign. With the season of festivities in tow, Thought Blurb plans to strengthen the brand’s celebratory proposition by launching their new campaign ‘Celebrate Everyday: Celebrations continue at Viviana Mall’. The campaign celebrates the individuality of Vivana’s customers. Knowing that every customer has different choices, likes, dislikes and preferences; the mall with its plethora of experiences promises every visitor a unique celebration.

     

    On the development, Rima Pradhan, Head of Marketing, Viviana Mall said, “The mall has always tried and created innovative ideas and campaigns to engage with customers. We regularly look for different avenues to give them a unique experience every day and hence we have collaborated with creative agency Thought Blurb for the ‘Celebrate Everyday’ campaign. We are confident that the campaign would create even stronger bonds with our customers.”

     

    “The idea behind the campaign is to give customers a reason to celebrate everyday and give them options to unwind themselves,” Pradhan added further.

     

    Commenting on the release of Viviana’s latest campaign, Thought Blurb’s Managing Partner, Vinod Kunj said, “Viviana since inception has been exhorting people to discover a reason to celebrate every day. So much so that today Viviana has become the happiness destination for Mumbaikars spanning all the way from Chembur to Ghatkopar going uptoPalghar and beyond. It is the go-to destination for lighter moments of life in Thane. It’s today a reference landmark in Thane.”

     

  • Cycle Rhythm plans to launch a series of television commercials with Ganguly, to start a two-year association

    Cycle Rhythm introduces Sourav Ganguly as brand ambassador

    By A Correspondent

     

    Cycle Rhythm, from the house of Cycle Pure Agarbathies, has inducted former  India cricket captain and now administrator Sourav Ganguly as its brand ambassador for Bengal. Cycle Pure Agarbathies is the flagship brand of the Mysuru-based NR Group.

     

    The brand plans to launch a series of television commercials with Ganguly, to start a two-year association. The commercials also feature danseuse-actress Mamata Shankar, singer Rupankar and actress Monami. The television commercial will be supported by print, radio, outdoor advertising and events, making it a 360-degree campaign.

     

    Said Arjun Ranga, Managing Director, Cycle Pure Agarbathies: “From his debut at Lords to being Team India captain, Sourav Ganguly has epitomised the hope and faith of the country. His determination and leadership inspires all of us, encourages us to have faith in our efforts and our prayers. Which is why Cycle Rhythm associates naturally with him. And it so happens Sourav, in Bengali, means fragrance and Cycle Rhythm has been widely recognised for its unique, long-lasting fragrances.”

     

  • Conceptualised and executed by Mullen Lintas, the film has been unveiled only on the online medium

    Bajaj Avenger celebrates ‘Brotherhood Day’

    By A Correspondent

     

    Not many know that  ‘Brotherhood Day’ is observed on September 11. For brands, this has been a distant proposition where nothing significant has been attempted to connect with their consumers. But this Brotherhood Day, Bajaj Auto took the lead with its cruiser brand, Avenger to connect with popular bike brand, Royal Enfield, in its category in a unique way.

     

    Conceptualised and executed by Mullen Lintas, the film has been unveiled only on the online medium. It captures the common thought of riding shared between the two brands who are both iconic in their own respective ways. As such, brotherhood as a concept is inherent to the road, the rider and his machine. The insight is especially true for brands that put these machines out on the road. What better occasion than Brotherhood Day to talk about the thought, through a film that is pitched right in order to resonate with both, Bajaj Avenger and also with the whole riding community.

     

    Sharing his views on the unique nature of the idea, Sumeet Narang, Vice President – Marketing, Bajaj Auto Ltd. said, “There is a natural tendency for bikers to connect and bond during their rides. And that connections cuts across language, culture, region, brands and bikes. The core belief of Avenger is ‘liberation’ and that one should never be trapped by any man made boundaries. This ‘Brotherhood Day’ film also encompasses the same thought subtly and manifests the joy of riding as one.”

     

    Highlighting the unique aspect of the digital film, Ayyappan Raj, EVP – Mullen Lintas Mumbai said, “The best part of creating work for Avenger is the fact that there is a very clear brand brief and from there we keep looking for and finding new, interesting ways to engage with our audience. Wishing Royal Enfield Brotherhood Day is one of them. The insight was at the core of how riders feel clannish to the brands they belong to. On eve of Brotherhood Day, Avenger being a most sought after bike for long rides, it called out to all bikers to ride and celebrate the bikers’ brotherhood day. Between the Avenger brand team and Mullen Lintas team there’s a lot of co-creation that’s happening and there’s a lot more to come.”

     

    The film traverses the journey undertaken by two riders on their favourite riding machine. Whether life offers a rough or smooth ride or puts one through circumstances that are not pleasant, it is the innate bond of brotherhood that keeps them going to achieve more in life. The film communicates this thought in a very candid manner.

     

    The film was tweeted with a greeting by Bajaj Avenger to Royal Enfield and simultaneously unveiled on Bajaj Avenger’s Facebook page and YouTube channel and will be promoted across other social assets as well. Since being unveiled, the film has received over 700k views in 24 hrs. Viewers have started tagging their RE/Avenger friends on FB and are also sharing pictures of the two bikes together and going for a ride too.

  • Kicks off the 'Smile More for a Good Day' journey with Deepika Padukone

    Britannia Good Day urges Indians to smile more

    By A Correspondent

     

    Britannia Good Day has launched a new campaign with the proposition: Smile More for a Good Day. Through this campaign, the brand attempts to bring back the smiles and encourages Indians to smile more. Aligned to the brand’s philosophy “It’s a Smile that makes a Good day”, the campaign captures the everyday smiles that helps cut across barriers, brings people closer and spreads happiness.

     

    The campaign kicked-off with a TVC featuring Deepika Padukone with a narrative exemplifying – discover your own smile, then multiply it by sharing it with the world. The TVC narrates the story of the girl next door going about her daily life with a smile for everyone spreading joy to all – from the busy neighbour glued to her phone to the newspaper vendor and when Deepika needs it, a little girl helps her find her smile. The background track Ek Smile De Zara Muskura underscores the message of Smile More, adding to the overall appeal of the film.

     

    Apart from the TVC, Britannia Good Day took to social media to spread the Smile More message. “A smile is one of the simplest gestures known to mankind, an expression that denotes sociability and happiness. And yet why do we Indians smile so less? From that question arose the brand purpose of Good Day, which is to make people smile more. We believe it’s a powerful idea, one that a large brand like Good Day which embodies Smiles right from product to logo, is well positioned to propagate,” says Ali Harris Shere, VP – Marketing, Britannia Industries Limited.

     

    Speaking on the campaign, Subramani Ramachandran, Executive Creative Director- Asia Pacific, McCann Erickson who has scripted the new TVC said: “The brief was to appropriate smile to the brand. So we relied on cultural truths. Culturally in India we are taught not to unnecessarily smile or talk to strangers. In fact, the usual narrative is ‘am I mad to smile at people I don’t know’ ‎but in the west people always greet you and never blankly stare at you. We wanted to ‎change that here hence if you see the film we have used real life situations that we have either gone through or seen sometimes in life. It’s a film that’s very close to my heart as it’s not just product selling but a statement a brand is making. And no other brand except Good Day can do it”.

  • In the latest campaign for Casting Crème Gloss, Sonam Kapoor encourages everyone to have fun with colour

    L’Oreal Paris takes the digital route to promote latest offering

    By A Correspondent

     

    To celebrate the change in the attitude towards hair coloring and to encourage those who are still hesitant, L’Oréal Paris has released its latest campaign on Casting Crème Gloss range on its digital platforms. With this campaign, the brand wants to invite women to enter the joy ride by discovering fun with color. Conceptualized by McCann Erickson, it features L’Oréal Paris ambassadorSonam Kapoor looking gorgeous and sharing the joy of coloring with her friends.

     

    Commenting on the campaign, Raagjeet Garg, General Manager, L’Oréal Paris India, said “L’Oréal Paris is the #1 hair color brand in the world and a pioneer in the category. Our aim is to make women feel confident, look beautiful and believe that they’re worth it.  With this campaign, we want to motivate women to discover the sheer joy of coloring, encourage experimentation and break myths linked to hair color. We’re hoping that Sonam in this campaign, through her amazing and infectious joie de vivre will encourage consumers to indulge in their joy of coloring and be free of all concerns with our ammonia free, royal jelly enriched L’Oréal Paris Casting Crème Gloss.”

     

    The campaign went exclusively live on Sonam Kapoor’s app last weekend as well as on L’Oréal Paris’ social media pages and YouTube channel on September 11.