MxMIndia

Category: MARKETING

  • Highly automated driving puts the dinosaur back in life's fast line

    Audi and Razorfish celebrate T-Rex’s comeback

    By A Correspondent

     

    Audi along with digital marketing specialists Razorfish has innovated with piloted driving in the context of the “T-Rex” social media hype. “In presenting our activities in the area of piloted driving, we have previously always placed the primary focus on technology and performance. We are now addressing the subject from a completely different emotional side. With the T-Rex meme, Razorfish has found the perfect angle for this”, said Michael Finke, Head of the International Creative Department at Audi AG.

     

    The Tyrannosaurus Rex was regarded as one of the most dangerous dinosaurs ever to walk the earth. Nonetheless, due to its short arms, it has become a running gag on social media. In Audi’s new video, the T-Rex talks openly for the first time about how this humiliation has changed its life. After several sad sequences showing his unremitting decline, the surprising solution, and the T-Rex’s redemption, is finally revealed: piloted driving from Audi.

     

    “With ‘The Comeback’ Audi has allowed us to create a work that not only picks up on a popular internet meme, but also adds a new dimension to it. This shows the brand’s understanding and enthusiasm for social media”, said Sascha Martini, CEO of Razorfish Germany. The T-Rex was brought to life by Stink Berlin (production) and Sehnsucht (CGI animation).

     

  • The commercial by Equitas is a connotation for 'Change Your Approach'

    Equitas Small Finance Bank TVC takes social media by surprise

    By A Correspondent

     

    Equitas Small Finance Bank’s TVC ‘Route ah Mathu’ that stands for ‘Change Your Approach’ has crossed 4.1 lakh views on Facebook and more than 2000 shares. The TVC was launched last month before the launch of Equitas Small Finance Bank (SFB).

     

    Developed by FCB Ulka, the latest commercial by Equitas is an implication on the bank’s new approach to ease the banking experience for their customers through innovations and technology. The campaign invited entries from the audience on how they’d like their bank to be and some of the suggestions were considered/ implemented in the banking operations.

     

    The music video just pushes that envelope a bit further by driving this point across with a tone of voice one wouldn’t associate with a bank.

  • The commercial has been developed by SoCheers Infotech strategists and was shot by Once upon a Film

    SoCheers unveils TVC showcasing agency

    By A Correspondent

     

    Digital media agency SoCheers, has unveiled its TVC featuring the agency as an investigative intelligence bureau. The campaign positions SoCheers employees as secret agents who, with every client call they make and with every creative they post, are saving the digital world.

     

    As per the script, the plot follows a comical storyline of a literal making video wherein a SoCheers employee is shown facing the camera, sitting in his secret agent tux (with colourful shorts underneath) trying to shoot a monologue about the digital agency he works at, only to keep fumbling and to have his boss keep coming and correcting his lines. It’s meant to be a spoof on other companies who try and showcase everything good about the company with employee testimonials, but this video gives an insight into what usually happens before the final product is out.

     

    The commercial has been developed by SoCheers Infotech strategists and was shot by Once upon a Film.

     

    Speaking on the commercial, Mehul Gupta, Cofounder SoCheers Infotech said, “We are at the cusp of a significant transformation, having witnessed tremendous growth in the past year on both business and employee front. We wanted to take this opportunity to showcase how different we actually are from other companies out there & how we believe in being professional & playful at the same time. That’s what SoCheers’ identity has been over the last couple of years & it’s important to showcase that to attract potential clients and more importantly employees. The TVC showcases that our people are the heart of our business, reflecting a strong people culture which will help attract top talent from across the country.”

     

  • The account was won after a multi-agency pitch recently

    Famous Innovations wins D’Decor’s creative mandate

    By A Correspondent

     

    Famous Innovations has added D’Decor to its roster of clients. A 13-year-old brand, D’Decor is known for its home furnishings. The agency will be handling its creative duties and will soon be releasing a new campaign with Shahrukh Khan and Gauri Khan across TV, Print, digital, etc. The account was won after a multi-agency pitch recently.

     

    Avinash Shenoy, Business Head, Famous Innovations said, “As a brand; D’Decor is an international trendsetter, well-known for excellence and innovation; it will always continue to shape the category through innovations in products and experience thereby offering greater value to consumer. At the same time, we are also looking forward to being their partners in these innovations and taking their brand positioning of ‘Live Beautiful’ to the next level.”

     

    Said Nikita Desai, ‎VP, Strategy and New Business at D’Decor, “We are happy to welcome Famous Innovations on board. We strongly believe in innovation and continuous pursuit of excellence in performance.  We believe with Famous Innovations we will be able to take our philosophy ahead in a stronger way.”

     

  • #AkshayBanaDirector trends its way into people’s hearts, courtesy Lowe Lintas and LinTeractive

    Akshay lends his charm in Streax’s latest brand campaign

    By A Correspondent

     

    There’s a hero in each one of us, but when and under what circumstances we bring it to the fore is what really defines an individual. That’s the core insight with which Streax, the hair-colour brand from Hygiene Research Institute Pvt Ltd (HRIPL) is leveraging as it unveiled a new campaign for its brand StreaxInsta.

     

    Conceptualised jointly by Lowe Lintas and LinTeractive, the creative and digital arms of MullenLowe Lintas Group, the campaign addresses the need to transform onself to a hero in the fastest possible time. While it is true that everyone wants to be a hero today, the catch is that they want to be one in the fastest possible time – as that is what will make or break a situation.

     

    To portray this thought to the consumers, Streax roped in Bollywood actor and brand ambassador Akshay Kumar to work his charm in disseminating this vital message. As a precursor to the launch of the integrated campaign that went live on September 14, Streax came up with an interesting initiative on social platforms where it aroused the curiosity of the users using the title – #AkshayBanaDirector. It included a still image of Akshay Kumar posing as a director and followed it up with a 4-second video where he is shown directing a vital scene.

     

    Commenting on the latest marketing initiative, Ashish K. Chhabra, Joint Managing Director, HRIPL said, “StreaxInsta was launched in 2014 and currently contributes to almost 25 per cent of our Streax portfolio. Our ambition is to treble the share in the next two years. And we signed on Akshay, as his appeal in our key markets is immense. At the time of re-launch our one line brief to the agency was how to drive the 10 minute proposition forward. The initial response to the campaign has been outstanding, and we are excited with the feedback that it has managed to generate till date.”

     

    The campaign has gone on air on many channels and would be promoted heavily on all off and online channels.

     

     

  • The megastar will be the face of the home-grown brand of potato chips, namkeen and extruded snacks

    Salman to endorse Yellow Diamond as Brand Ambassador

    By A Correspondent

     

    Yellow Diamond, from the stable of Prataap Snacks, has signed on actor Salman Khan as their brand ambassador. The megastar will be the face of the homegrown brand of potato chips, namkeen and extruded snacks. Interestingly, Khan also shares his famous on-screen moniker, Chulbul Pandey, with one of the most widely appreciated Yellow Diamond snacks, Chulbule (savoury sticks).

     

    Said Prataap Snacks founders Arvind Mehta, Apoorva Kumat and Amit Kumat: “We are Salman Khan fans – and to have him as our brand ambassador is a dream come true. Salman Khan is the perfect ambassador for us – personifying the vibrancy and pan-India appeal that a brand like Yellow Diamond endeavors to stand for. He is the man for the classes and masses just as Yellow Diamond is a brand for all…  With “DildaarHain Hum” as our brand philosophy, we, like Salman Khan, aspire to be be loved forever.”

  • Actor Akshay Kumar narrates Honda's 'CBS with Equalizer' technology

    Akshay steps up proposition for Honda’s latest technology offering

    By A Correspondent

     

    Celebrating the success of its advanced customer-centric technology – the Combi Brake System (CBS) with Equalizer, Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed a 360-degree marketing campaign to celebrate the milestone.

     

    The biggest differentiator of Honda’s CBS technology is the in-built Equalizer which distributes braking force proportionately between the front and rear wheels simultaneously by pressing just the left lever (in all Honda’s automatic scooters) or foot paddle (in 4 Honda motorcycle models). Brake force proportions have been set as best balance for all situations based on Honda’s 30 years of experience of CBS technology in the global markets.

     

    Celebrating this milestone, Honda 2Wheelers India has released a 360-degree marketing campaign where its brand ambassador and actor Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualised by Dentsu One, a Dentsu Aegis Network Company, the TVC attempts to cement Honda’s imagery as the leader in bringing customer centric 2wheeler technology.

     

    Elaborating on this technology and its benefits, Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers.”

     

    “It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!” said Titus Upputuru, National Creative Director – Dentsu One.

     

     

  • Vodafone's latest campaign Vodafone FLEX – 'Prepaid bana very very aasan' brings back common man approach

    Nawazuddin and Bobby Simha to endorse Vodafone’s latest offering – Flex

    By A Correspondent

     

    Vodafone has launched Vodafone Flex for prepaid customers that comes with no pre-fixed quotas for voice, data or SMS. This gives power to each individual customer to use as per his/her preference and needs, Flex for voice, data, roaming or SMS – all with just a single recharge.

     

    A 360-degree, multimedia creative campaign will propagate the launch and introduce the innovative, new concept of Vodafone Flex  with the credo ‘Prepaid bana very very aasan’. The campaign is being led by actors Nawazuddin Siddiqui and Bobby Simha. This highly vibrant and impactful campaign will be seen across mediums – TV, Print, OOH, Radio and Digital.

     

    The two TVCs – crafted by Ogilvy India – are centered around two core themes on how a consumer gets stuck due to pre-defined quotas that exists in current prepaid products and the other on a continuous dilemma that our consumer has to face while choosing his telecom packs to meet his multiple needs.

     

    Said Siddharth Banerjee, National Head, Brand Communication and Insights, Vodafone India: “Vodafone Flex is a path-breaking product since it guarantees making consumers life simpler while assuring them of great value for money.  Vodafone Flex – Prepaid bana very very aasan campaign talks about simplifying lives of the prepaid consumers. It marks the return of a common man spokesperson approach, which Vodafone has done successfully in the past for the iconic Chotta Recharge campaign led by Irfan Khan. For this campaign, the spokesperson had to be authentic, relatable and could truly live up to brand values. Nawazuddin Siddiqui, man of the Hindi heartland and Bobby Simha with popular following in the Southern states have explained the consumer propositions in their own authentic narrative style to connect strongly with the target audience.”

     

  • The TVC encapsulates the brand's ability to protect home exteriors from nature's fury, owing to its double defense technology

    Farhan Akhtar highlisghts advantages of latest Dulux offering

    By A Correspondent

     

    Farhan Akhtar tests the strength and durability of Dulux Weathershield Powerflexx against extreme conditions of nature and its ability to protect consumers’ homes. In the latest TV commercial by Dulux – ‘Nature Challenge’, the premium exterior emulsion Dulux Weathershield Powerflexx was shown to offer unbeatable exterior wall protection that stays intact for up to 10 years thus protecting your homes against extreme conditions of nature for a longer time.

     

    Conceptualised and created by Taproot Dentsu Communications, the TVC encapsulates the brand’s ability to protect home exteriors from nature’s fury, owing to its double defense technology. The campaign shows a house mounted on a trailer truck travelling through various terrains while exposed to extreme weather. It also emphasizes how the walls protected by Dulux Weathershield Powerflexx withstand challenging weather effectively and remain unblemished.

     

    Social media and popular online video platforms such as Facebook, Instagram and Twitter will be leveraged to maximise reach and educate consumers about the product.

     

    Said Rajiv Rajgopal, Director-India and South Asia Cluster, Decorative Paints, AkzoNobel: “We are dedicated to creating everyday essentials to make people’s lives more liveable and inspiring. Innovation sits at the heart of what we do. Whether we are developing new products or services, we are focused on making life easier for our customers, as well as contributing to their success. This campaign stands as a befitting testimony to the superior value proposition of Dulux with best in class and international quality. In a country like India that faces extreme weather conditions, Weathershield Powerflexx enables homes to withstand the harshness of weather extremities. With the latex of the paint stretching up to seven times more than any other premium exterior paint; this technological wonder enables exceptional performance and benefit to the consumer.”

     

    Added Mayuresh Dubhashi, Creative Director, Taproot Dentsu: “To just make a claim is not as difficult as proving it. In the world of exterior paints, where every second player claims to provide all-round protection, So we chose the difficult path, and decided to prove that it is the best exterior paint in the market. And that is why the regular demo was made hyper, a house painted with Weathershield Powerflexx was mounted on a trailer truck, and the trailer driven across the country. ”

     

     

  • It is thus an upgrade for a distemper user who wishes to use an emulsion

    Asian Paints unveils new ad campaign ‘Kam Kharcha, Saalo Saal Charcha’

    By A Correspondent

     

    Contract Advertising’s new film for Asian Paints Tractor Emulsions aims at highlighting the value factor of the brand’s emulsions which, according to a communiqué, lasts for many years and hence does not require re-painting every year.

     

    Commenting on the new ad film, Amit Syngle, President – Marketing & Technology, Asian Paints said; “The distemper consumer today has a very strong ‘har saal’ or annual paintings cycle. Through an interesting interplay between an old fashioned father-in-law and a progressive son-in-law, this communications challenges this ‘har saal’ painting cycle where on using Tractor Emulsion, the consumer gets not only a plastic paint finish but also a product that lasts much longer than distemper.”

     

    “Tractor Emulsion had always provided value conscious consumers with awesome looking walls. This had made Tractor the paint brand of choice for the Great Indian Middle Class. This year however, we had an exciting new story to tell. The age old tradition of getting the house painted was getting decimated and replaced with something smarter. This clash of old habits and new ideas was the genesis of the commercial. An authoritarian classical music teacher struggling to keep things stay the way they have always been in the face of a smart young man who knows better. It’s an attempt at showcasing real life humour drawn from the lives of real consumers,” added Ashish Chakravarty, NCD – Contract Advertising

     

    The film opens on a father being received by his son in law on a visit to his daughter’s house and thereafter a debate ensues on the importance of painting one’s house every year. In the course of the film he realises that with Tractor Emulsion there is no need to paint the house every year and thereby reinforcing “Kam Kharcha, Saalo Saal Charcha”.

  • Its unique combination of Mica particles and Marble boosters consistently help deliver superior performance keeping one’s home strong and vibrant all year round

    Kansai Nerolac unveils Excel Mica Marble

    By A Correspondent

     

    Kansai Nerolac Paints has launched a new paint product for exteriors – ‘Excel Mica Marble’ as part of Nerolac Excel brand franchise, a leading range of exterior paint products. The product is a one of its kind offering that is an durable UV-resistant water based exterior emulsion.

     

    To highlight these extreme performance attributes of toughness and shine, a TVC featuring cricketers Suresh Raina, Brendon McCullum, Dwayne Bravo and Ravindra Jadeja from the IPL team Gujarat Lions has been launched.

     

    The ad film opens with the foursome enjoying a game of cricket. An old couple is then seen sipping tea on their balcony when a sudden loud thud of a cricket ball hitting the wall of the house interrupts their reverie. This happens to every house in the neighbourhood and the ball damages the exterior paint of the houses causing the paint to peel off. This sends out a wave of panic as homeowners scurry for cover. The houses then, much to the surprise of the viewer spring wheels and transform into trailers that line up behind one lone house. This house and its owner refuse to panic even as it stands guard against the cricketers.

     

    The cricketers take on this house next, but when the ball hits the wall, no damage occurs to the paint and the occupant is unperturbed enjoying the show of skill and even applauding the players.

     

    Speaking about the product, Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited said, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India…. The TVC brief was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!”

     

    Said Bobby Pawar, Managing Director, Publicis Communications, South Asia:  “The communication challenge before us was very interesting. How could we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions?  How could we do justice to both, the benefit of the product (that is, the strength of Mica and the gloss of marble) and the celebrity value of the cricketers?  The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.”

     

  • The multimedia campaign includes an array of innovative creative across all mediums of TV, Print, OOH and Digital

    PNB Housing Finance unveils new multimedia campaign

    By A Correspondent

     

    After its first brand campaign launched early this year, PNB Housing Finance is back with its corporate campaign in print, digital, TV and outdoor in multiple cities starting September 2016. The campaign has been designed to apprise customers of the company’s strengths and milestones.

     

    The theme of the campaign has been retained as animals to draw inspiration from their physical traits. For instance, the reason for choosing leopard is its speed which symbolises PNB Housing’s fastest growth among the leading housing finance companies in India as of March 31, 2015, as per IMaCs Report. A large flock of colourful Flamingos signifies the company’s ability to maintain the growth in our loan portfolio without compromising on the credit quality, while the care depicted by the mother deer and her fawn represents the way in which the company handholds its customers. In a way, the company has aligned the manifestations of nature as its own traits.

     

    Said Shaji Varghese, Business Head and GM, PNB Housing Finance Limited: “We understand that buying a home is a very emotional decision and we at PNB Housing do our best to offer exclusive experience & services to our customers. In line with that, our present campaign has been designed to highlight our key corporate messages, talking about the company’s strengths and strategies. The theme revolves around animals who inspire us by their physical traits. The campaign creatively uses them  to turn the manifestations of nature into PNB Housing’s story – fast growth, market strength, customer centricity and reliability. This campaign is our effort to remain connected with the consumers, establishing PNB housing as a new generation housing loan provider.”

     

    Tarun Nigam, Executive VP, DDB MudraMax, the media and outdoor agency for the campaign, added: “We are glad be a part of the execution and implementation of the second phase of the PNB housing finance campaign. The campaign is being implemented on across OOH platforms. A key milestone of this campaign is that across media “impact” is the operating word – all the executions are layered with impactful innovations. We used the visual pneumonic of the “nest” in the first leg of the campaign. And now in this phase “homes” is the key peg. We have created “actual home replicas” in the hoardings, airports and mall environments. We have specifically dominated the Mumbai stock exchange locality as well where we have taken branding across e.g… Umbrellas for all the street vendors and the tropllin of the shops has been converted into brand colors.”