MxMIndia

Category: MARKETING

  • The ethos of his personality and that of NatureFreshActi-Lite is what makes him a fit for the brand

    NatureFresh Acti-Lite partners MSD for new brand ethos

    By A Correspondent

     

    NatureFresh Acti-Lite has partnered with the movie MS Dhoni to take forward the brand thought of ‘Raho Har Pal Active’ through in-film placement and a 360-degree plan.

     

    With this association, the brand has planned activities for its consumers, retailers and employees. Activities includes TV campaign, employees meet and greet with the star cast of the movie, retailer engagement activities, movie tickets and giving away attractive merchandise along with social media contest called #Captain Active for consumers to post their stories.

     

    Speaking on the association, Neelima Burra, Chief Marketing Officer, Cargill Foods India said: “Associating NatureFresh Acti-Lite with the movie MS Dhoni is like a perfect handshake as both of them believe in the common ideology of a fitter and active life. Taking into consideration the clutter and competition, brands are looking at new and innovative platforms to connect with their audiences. Embedded advertising or in-film placement is one of the trending ways to execute this ambition. We are glad to associate with MS Dhoni movie as it will help us build a stronger connect with our audience.”

     

  • India enjoys a fairly busy festival calendar and we Indians keep track of these festivals with the same amount of zeal

    Dhara celebrates India with latest campaign by DDB Mudra

    By A Correspondent

     

    Festivals are a time when Indians consume a variety of food items.  This is the essence that ‘Tyohaaron ki Dhara’ DVC aims at capturing. The digital video campaign (DVC) opens with a doodle of Dhara that then transforms into a lady blowing a conch. The DVC then frame after frame captures the diversity of India and the celebration each festivity brings along and the love for food.

     

    Speaking about the new initiative, Sanjeev Giri, Business Head – Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Festivals and food bring not just families but the extended household and the entire mohalla together. All of us forget courtesies just to get our share of modak, gujjia, saviya or cakes. And that’s what we at Dhara believe is our nation all about. With this new initiative, we aim to reach out to masses and celebrate with them the festivities of India where our love for food has always been a binding thread.”

     

    To elaborate the campaign idea, Shivil Gupta, Executive Creative Director, DDB Mudra North explains, “Dhara is one of those brands that give a lot of opportunities for creativity to come out at its best. With this campaign, we tried to capture the true spirit of Indian festivals and how the signature delicacies of these festivals bring people together. To build on this insight, we took a simple yet effective route through an animation film. We’re pretty sure that this film will make this festive season even more special.”

     

  • She returns for another adventure in her latest Emirates product campaign

    Jennifer Aniston makes a memorable return in latest ad for Emirates

    By A Correspondent

     

    Hollywood actress, director and producer Jennifer Aniston makes a return to the Emirates A380, and makes a new friend, in a new global digital and TV advertising campaign for emirates. The ad builds on the success of the first Emirates-Jennifer Aniston ad launched last year, a much talked-about campaign which quickly went viral.

     

    In a similar vein to the first light-hearted TVC, Jennifer brings her distinctive personality, classic style, and a touch of humour, to showcase the A380. In the ad, Jennifer befriends Cooper, a feisty young boy who she finds playing in her Private Suite in the Emirates First Class cabin, while she was freshening up in the Shower Spa. The two strike up a conversation and build rapport, as they stroll through Emirates’ Business Class cabin and Onboard Lounge. Sitting on the stairs between the lower and upper decks of the aircraft, Cooper tells Jennifer about his aspirations to become a pilot – of ‘this plane’, pointing to his model Emirates A380 aircraft. In Economy Class, Cooper is finally reunited with his surprised parents where Jennifer chooses to remain and enjoy Emirates’ ice inflight entertainment system with Cooper. The ad ends with Cooper’s mother relaxing in Jennifer’s Private Suite, having exchanged places with the Hollywood star.

     

    Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing & Brand explained: “A year ago, when we launched our first ad featuring Jennifer Aniston, we were overwhelmed by what a social phenomenon it became. The humour resonated with audiences around the world, and the ad was viewed by millions of people, generating thousands of conversations. Fans of both Emirates and Jennifer loved her effortless charm and humour, and enjoyed a story that deviated from traditional airline advertising. This new ad perfectly captures the fun, spontaneity and glamour of flying on Emirates, and we are confident audiences will find it as memorable as the first.”

     

    The TVC was directed by Oscar-nominee Bryan Buckley, who is acclaimed for his numerous Super Bowl ads. The script and creative concept was a collaboration between Buckley and Emirates’ in-house advertising team and produced in conjunction with the WPP Group.

     

  • Fiama brings to life the importance of looking at the bright side

    Fiama celebrates positivity with its “Dil ko de Lift” campaign

    By A Correspondent

     

    ITC Ltd’s Fiama has unveiled its new campaign that introduces its philosophy of celebrating life with positivity.

     

    Talking about the new proposition of Fiama, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Fiama with its new communication ‘Dil Ko De Lift’ encourages everyone to look at the brighter side of life. The campaign distinctly positions Fiama as a brand that celebrates positivity and is scientifically designed to not just uplift the mood but also give gentle and effective skin care with the innovative skin conditioning gel.”

     

    He added, “The shower gels and gel bars are designed at the Laboratoire Naturel, a pioneering creation that houses state-of-the-art consumer and sensory measurement facilities to understand the Indian skin better.”

     

    The campaign has been conceptualised and realised by Taproot Dentsu. Speaking on the focus of Fiama’s new TVC, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our daily routines are full of cribs and peeves. But no one can deny that the few minutes we spend in the shower serve as that much-needed oasis in the midst of life’s woes. In those minutes we feel good about ourselves, we revel in the moment, and we believe that everything’s going to be fine after all. It’s also when we’re at our uninhibited best, doing and saying things that we’d never do in public. The new campaign couples this feeling of optimism and upliftment that is integral to bath-time with the sensorial joy of showering with Fiama – the fragrance and the lather.”

     

  • This brand campaign covers 40 Durga Puja pandals in North and South Kolkata

    Gionee paints Kolkata orange this Durga Puja

    By A Correspondent

     

    Smartphone brand Gionee has unveiled an outdoor campaign in Kolkata, making it one of the biggest single-city OOH campaigns in India. Ideated by Rapport, the outdoor unit of IPG Mediabrands, this campaign has helped Gionee achieve 80-85 per cent dominance in the market over other advertisers.

     

    “It is vital for us to be a part of the local celebrations as Gionee stands for spreading smiles and we are committed to it,” said Nomit Joshi, AGM, Gionee.

     

    This brand campaign covers 40 Durga Puja pandals in North and South Kolkata which includes media formats like banners, drop downs, arc gates, rotators, bridge branding, tower branding, island branding and so on. The idea is to create purchase intent and therefore the entire city has been wrapped in the hues of orange, which is the colour of the Gionee Logo.

     

    Rapport won Gionee’s OOH account earlier this year and launched a campaign for Gionee’s Marathon M5Plus smartphone across 40 towns in India that spanned over 15-30 days. Later, Gionee kicked off the festive season with a 52-city campaign for Gionee S6 with Bollywood actor Alia Bhatt that will run for nearly two months. This campaign also covered airports and metros trains in Delhi.

     

  • The film brings to life the joy of Diwali when people go all out to express their love to their family and friends

    Tanishq’s latest film reignites the love for festive traditions

    By A Correspondent

     

    In its inimitable style, Tanishq has launched its latest film in time for the festive season. The campaign captures the celebratory spirit surrounding one of the most anticipated festivals in India. The film brings to life the joy of Diwali when people go all out to express their love to their family and friends.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and the purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and special celebratory moments are innumerable. In our latest film, we have captured these moments and the joy of going all out to celebrate. Aap kya phenoge is Diwali? Aao maniye Tanishq Wali Diwali. We are extremely excited towards this festive season and are looking forward to a prosperous Diwali.”

     

    Adding his thoughts on the film, Hari Krishnan – President-Lowe Lintas, says, “Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting.”

     

  • The TVC has been created by Paperboat Design Studios

    You can save her, urges Magic Bus in inaugural brand campaign

    By A Correspondent

     

    Magic Bus has launched its first-ever public appeal TVC ‘You can save her’. The video, featuring Abhishek Bachchan, is aimed to the general public and attempts to spur involvement in ending poverty.

     

    The storyboard follows a well-to-do family’s chance encounter with a girl child caught in an exploitative web of child labour, and a life without education. It goes on to show how individuals can take a step to save her from losing her childhood to marriage or exploitative labour.  The TVC has been created by Paperboat Design Studios.

     

    Speaking about the ad film, Matthew Spacie, Founder, Magic Bus India Foundation, said: “Every time we read the newspaper or step out of our homes, we witness children living in worst possible circumstances. This video appeal is our attempt to provide urban, educated people to be directly part of a solution. When you support a child on the Magic Bus programme, you ensure she goes to school, escapes child marriage and has a salaried job when he or she grows up.”

     

     

  • Mobile platforms generate 36 percent of overall online traffic for Indian retail brands

    Criteo launches Performance Marketing Asia report

    By A Correspondent

     

    Performance Marketing firm Criteo has released its Asia report in partnership with Worldwide Business Research (WBR). Interviewing 400 senior marketing professionals, the report gives insights on digital marketing trends and consumer behaviour in APAC region with special focus on Indian market.

     

    According to the survey, 36 percent of online traffic for major retail, e-commerce & travel companies in India, comes from mobile websites and apps generating overall sales of 32 percent. Online traffic from mobile apps alone, comprised of 11 percent, which totally got converted into actual sales. With tremendous increase of smartphones, the rising use of social media platforms, e-commerce websites and the customer readiness to adopt new digital technologies, there has been an upsurge in growth of mobile traffic in India.

     

    Realising the significance of cross device advertising, 78 percent of digital marketers and advertisers expressed the importance to engage customers with a more personalised and focussed approach. SEO (Search Engine Optimization) helps advertisers in reaching users with more relevant and personalised ads across devices. About 74 percent of respondents feel that SEOs (Search Engine Optimization) will be experiencing maximum growth.

     

    Sharing his perspective, Dushyant Sapre, Commercial Director of Criteo India said, “With larger screen smartphones, fast wireless broadband and seamless synchronization between web and app, online sales via mobiles websites and apps are experiencing a remarkable increase in overall sales in India. Thus, mobile websites and mobile apps are soon becoming the most preferred medium for advertisers to personally engage with users. Many brands today are understanding the importance of mobile and cross- device advertising.”

     

    He further added, “M-commerce and E-commerce are on rise in India, and the number of devices through which customers interact with brands during the shopping journey is also increasing. It has hence become equally important for brands to connect with their users strategically and personalise their brand strategy. Companies should also focus on building a powerful case for internal transformation and development amongst management of teams, enhancing their own technological knowledge, and perhaps most crucially, partnering with the right solution providers to help them meet their goals”.

     

     

  • Starting in October, 'Powering Your World' explores innovations that are transforming the way we create and use energy

    Mitsubishi extends commercial partnership with CNN International Commercial

    By A Correspondent

     

    Mitsubishi Heavy Industries is extending its commercial partnership with CNN International Commercial (CNNIC) by sponsoring a 12-week global campaign of ‘Powering Your World’, a dedicated digital series on CNNMoney. This campaign builds on the successful relationship between CNN and Mitsubishi Heavy Industries and is tailored to reach CNN’s upscale and sought-after international audiences.

     

    Starting in October, ‘Powering Your World’ explores innovations that are transforming the way we create and use energy – everything from solar roadways in northern Idaho, to wind power in Scotland, to breweries powered by wastewater. The green pioneers and their projects featured in this series are creative, eco-friendly solutions that might help to save our planet.

     

    The advertising solution includes extensive Mitsubishi Heavy Industries branding on the microsite with commercial content produced by Create, CNNIC’s award-winning, in-house branded content studio. The campaign also uses CNN Audience Insight Measurement (CNN AIM) to specifically reach Mitsubishi Heavy Industries’ key audience of C-suites, business decision makers, opinion leaders and affluent users.

     

    Said Sunita Rajan, Senior Vice President, CNN International Advertising Sales Asia Pacific: “I am proud that CNN and Mitsubishi Heavy Industries have a fruitful relationship of online, on-air and truly integrated campaigns. We are happy to build on that collaboration and to continue the digital series that shows bold green projects which can make the world more energy efficient. This campaign is a prime example of great content combined with smart use of data to deliver an innovative brand solution.”

     

    Keisuke Saito, Senior General Manager, Mitsubishi Heavy Industries, LTD. Corporate Communication Department and Business Strategy Office added: “We always appreciate CNN’s creative options to tell our story. ‘Powering Your World’ on CNN Money is an ideal property to align with Mitsubishi Heavy Industries’ new group statement “Move the world forward” that captures the unique value and vision the company brings to the world today and which can also be seen on our media offer Spectra. With the renewal of the sponsorship on CNN Money, we remain committed to further growing Mitsubishi Heavy Industries’ exposure to our global target audience of decision makers and governmental authorities.”

     

  • Targeted at consumers with a global outlook towards life, the Baleno's persona reflects their gritty and strong willed traits

    Baleno extends brand proposition in latest campaign

    By A Correspondent

     

    Maruti Suzuki’s hatchback Baleno is now making a new statement that’s bolder and in-your-face with its new campaign that has been conceptualised by Hakuhodo Percept.

     

    Captured in a series of three TVCs, the Baleno is portrayed in a very edgy manner and the common thread that runs through them is an underlying tone that’s unmistakably daring.

     

    Commenting on the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said, “In less than a year of its launch, the Baleno has sold over one lakh cars, thereby making a strong statement. The premium hatchback was launched as a car that’s Made of Mettle, which was attributed to its powerful and aggressive appearance. Its bold and defiant persona found instant appeal amongst individuals with a similar outlook. The latest campaign’s objective is to reinforce the Baleno’s image, and this has been achieved by revealing different facets of the car’s attitude.”

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “Having already established the Baleno’s Made of Mettle image, the next step was to define what its attitude is all about, and therefore the new campaign. The edgy tonality associated with the Baleno has been maintained, but this time we’ve upped the bold quotient of the car by several notches. Ensuring the car’s persona comes out loud and clear”

     

    The television campaign went on air on October 5 and is also supported through the digital platform, as well as outdoor media at prominent locations

     

  • The campaign talks about importance of ‘jaanchna-parakhna’ for the prudent Indian middle class who is always looking for additional value in every purchase

    TVS unveils new ad campaign for Jupiter

    By A Correspondent

     

    TVS Motor Company has launched a new campaign for its scooter brand, TVS Jupiter. In the TVC, brand ambassador Amitabh Bachchan tell consumers “Jaanchiye Parakhiye aur pai yezyadaka fayda”. This campaign is based on an insight – that even as kids we are aware of the need to evaluate in order to make the best choice which will translate into extra benefit – zyadaka fayda. The learning is universally applicable whether it is the selection of goodies by the kid or the right vehicle by the parents. The core of this campaign confidently calls for consumers to come and evaluate for themselves how TVS Jupiter truly gives zyadaka fayda.

     

    Commenting on the campaign, Aniruddha Haldar, Vice President Marketing(Scooters), said “The power of this campaign resides in the simplicity of its premise and confidence in the product, TVS Jupiter. The premise being that as consumers we often do not fully evaluate the options available, though we know that it is the only way to make the wise decision. Mr. Amitabh Bachchan is sharing this insight and advising our esteemed consumers to carefully evaluate what is best for them. We are confident that post every evaluation, TVS Jupiter will emerge as the best option because it has always delivered on its promise of zyadaka fayda.”

     

  • Pepperfry furniture plays the role of a powerful catalyst in this interesting narrative

    Pepperfry seeks to influence viewers in latest campaign

    By A Correspondent

     

    Pepperfry.com has taken up the role of a change-agent by encouraging Indians to do-good this Diwali. Through a clutter breaking campaign with a strong festive connect-and a message of “Iss Diwali Kuch Badal Ke Dekhiye” Pepperfryseeks to influence viewers to reach-out to people around them and to take positive actions.

     

    The campaign has been built on two pillars – Diwali as a festival in India has a strong social context, people reach out to their families, friends and neighbours and celebrate together. The second, all of us have inherent goodness in us, a willingness to help, that gets suppressed under the pressures of a busy modern life. Via the current creative Pepperfry brings together these thoughts and gives out a message exhorting the viewers to bridge the social chasms and overcome limiting stereotypes to establish new interpersonal relationships.

     

    The message “Iss Diwali Kuch Badal Ke Dekhiye” calls for renewal from the viewer, without being preachy or direct.

     

    Pepperfry’s total outlay for the campaign is Rs 15 crore. Talking about the TV Commercial, Rahul Nangia, Joint NCD Law & Kenneth Satchi&Satchi said, “We have continued the theme of “KuchBadalKeDekho” this year as well. It’s a message that Pepperfry wants to own. We have tried to find newer characters, outside the home setting, where fresher dynamics between people can exist.”

     

    Commenting on the new campaign Kashyap Vadapalli, CMO – Pepperfry, said, “At Pepperfry we have focussed on expanding the online furniture category via building our capabilities to serve our consumers better, and that has been at the centre of our communication efforts. In this campaign we are able to connect with the consumer at an emotional level and build a bond on the shared value of becoming better and doing good, which is the longer term platform that we wish to stand for, in line with our mission and dna.”