MxMIndia

Category: MARKETING

  • Developed and executed by Happy mcgarrybowen, the story of the commercial is built around the concept of celebrating the festival that is you

    ‘You are the festival’, says Jabong in its festival campaign

    By A Correspondent

     

    Leading online fashion retailer Jabong launched its nationwide festive brand campaign – “You Are The Festival”. Extending Jabong’s brand philosophy of ‘Be You’ to the festive season, this will be a part of a 360-degree marketing campaign across media.

     

    Developed and executed by Happy mcgarrybowen, the story of the commercial is built around the concept of celebrating the festival that is you. The campaign combines the themes of festivity, colour, togetherness and homecoming with Jabong’s wide range of fusion wear to colourful and stylish effect.

     

    Says Rahul Taneja, Chief Business Officer, Jabong, “This festive season we connect with our customers by evoking the essence of festivities by celebrating who we are – to proudly BE YOU! And no matter what your sense of style, Jabong is your go-to fashion destination. We are delighted to be able to be a part of this festival season with this vibrant presentation of Jabong and look forward to our customers connecting with the brand through this campaign.”

     

    Talking about the creative process involved in the TVC, Kartik Iyer, CEO, Happy mcgarrybowen said, “We’re really excited about working with Jabong on this campaign. As an agency we have always had a keen interest in fashion. It was also a challenge of sorts, because we wanted to bring something new to the campaign without losing the essence the brand already enjoys in the minds of followers. It was an absolute blast creating this campaign from the word go. It has all come together pretty well. I’m sure the uniqueness of it all will resonate well with everyone.”

     

     

  • The campaign strengthens the promise to brighten consumers’ daily lives through design-led bespoke and innovative furniture

    Godrej Interio’s launches a new TV campaign ‘Everyday Made Beautiful’

    By A Correspondent

     

    Godrej Interio launched its latest TV campaign ‘Everyday Made Beautiful’. The commercials reinforce the core brand strength of innovative design and seek to give it a meaningful role.

     

    The film conceptualised by Law & Kenneth Saatchi & Saatchi showcases Godrej Interio’s commitment to innovation that transforms our lives. Shot with couples playing protagonists of the film, the concept brings out an intimate connection that we have with our home furniture and its importance in carrying out day-to-day activities.

     

    Commenting on the occasion, Bedraj Tripathy, Head, Integrated Marketing Godrej Interio, said, “Everyday Made Beautiful’ is a campaign that strengthens our promised to brighten our consumers daily lives through design led innovative furniture. The two commercials are based on core values, one from a societal perspective; showcasing the changing role of women and second the innovations from Godrej Interio that transforms and helps users in their daily living”.

  • The campaign 'A Cut Above' tries to bring forth the glory and bravado associated in the life of the Indian Air Force

    GREY shows why the Indian Air Force is ‘A Cut Above’ the rest

    By A Correspondent

     

    On the occasion of the Indian Air Force’s 84th anniversary, GREY group India has conceptualized and executed a new campaign for the Indian Air Force. The campaign ‘A Cut Above’ tries to bring forth the glory and bravado associated in the life of the Indian Air Force.

     

    The Indian Air Force is not an average 9 to 5 desk job. It exceeds the realms of a job and offers a distinct lifestyle. The idea of the campaign is based on a simple human insight. There is an innate wanderlust in every one of doing new things, a quest for knowledge, exploring new places or meeting new people and a need to get more out of different aspects of life. The campaign aims to motivate the youth to join the Indian Air Force family and be ‘A Cut Above’ from the potential derived from the regular job.

     

    “Shot across the country, over a gruelling two month schedule, the campaign shows how a position in the Indian Air Force is a cut above the same experience in a regular day job. Here, ambition goes beyond a corner office on the top floor. colleagues don’t just share food, they share fate. A job in the Indian Air Force is an opportunity to do everything, except, only better,” said Varun Goswami, Executive Creative Director GREY group India.

     

    The mammoth communication exercise that kicked off with television commercials, also comprises of 10 radio spots, over 20 press ads and 40 hoardings that will be spread across different media.

     

     

  • PUMA aims to enter the Guinness Book of World Records by inviting the largest number of women to hold the longest plank and create a new world record

    PUMA ready for the Indian market with #DoYou movement

    By A Correspondent

     

    On the occasion of International Girl Child Day, PUMA has launched ‘Do You’ – a movement with women at the core of it. Launched internationally last month, the campaign aims to inspire confidence in women across the globe to do what they want to do. “#DOYOU” is all about expressing your core strength that stems from your inherent beliefs and individuality. Through this campaign PUMA encourages women to follow their instincts and find their best self.

     

    While model and actress Cara Delevingne is helming the movement globally; PUMA India has fitness addict Jacqueline Fernandez, avid marathoner Lisa Haydon, Olympic wrestler Sakshi Malik, and a host of other women achievers lending their voices and their stories for the Indian leg of the campaign. Some of the other incredible women involved are, the Everest sisters Tashi and Nungshi Malik, musician Anushka Manchanda, international Zumba education specialist Sucheta Pal, supermodel Ujwalla Raut, actress Kalki Koechlin, fitness and nutrition specialist Nidhi Kamal Mohan, and professional golfer Sharmila Nicollet

     

    In order to train women and to help them build their core strength, PUMA will be organizing a series of regular planking events in Mumbai. From 15th October ’16 to 23rd October ’16, these events will be taking place at various malls which witness high footfalls from customers especially women, like High Street Phoenix (Lower Parel), R City (Ghatkopar), Phoenix Market City (Kurla), Viviana Mall (Thane) and Infiniti II (Malad).

     

    Following the mall activations, from 17th October ’16 to 28th October ’16, these planking events will also be held at popular corporate parks to target the growing female workforce of Mumbai like India Bulls (Lower Parel), Westin Woods (Goregaon), Equinox (Kurla) Capital (BKC), Trade Centre (BKC), Platina (BKC) and Ashar IT park (Thane).

     

    The movement will culminate on the 6th of November, 2016, at Reliance Jio Park, BKC, where the largest number of women will hold the longest plank and create a new world record. By doing this, PUMA aims at providing an opportunity for all the fearless women to break a record and be a part of the Guinness Book of World Records.

     

    Talking about the campaign, Debosmita Majumder, Senior Marketing Manager, PUMA says, “We are thrilled to introduce the unique, women centric campaign – DO YOU. The campaign is bold and allows us to strongly engage with the women consumers in a very unique manner. Through this movement, PUMA is encouraging the women in India to begin their journey of self-discovery and DO YOU.”

     

  • Each KFC bucket to carry a story of hope – point, click and watch the story unfold!

    Ogilvy’s digital campaign seeks to spread awareness on KFC’s Bucket of Hope

    By A Correspondent

     

    Ogilvy Delhi has created a digital campaign “You eat, they eat” for KFC’s add HOPE™ initiative, where KFC will contribute upto ₹5*/- from the sale of every bucket. The agency saw an opportunity to use the KFC bucket to raise awareness for the plight of millions of children, suffering from hunger.

     

    The short, animated films provide a glimpse into the lives of the less fortunate kids, Pinky, Raju and Gopal, who spend hours searching for food, every day. The same idea has been extended to various social media platforms. Ogilvy Delhi integrated with Neo@Ogilvy for the packaging innovation, where image recognition technology was used to deliver content directly to smartphones users who bought the bucket.

     

    Ajay Gahlaut

    Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi said: “KFC’s anti-hunger initiative, add HOPE, was an opportunity for us to do something different. So instead of following the traditional ways of advertising, we decided to use the KFC bucket as our messenger. We created animated films about underprivileged kids that play only when you order and scan a bucket. This technology-led approach made our films more interactive and inclusive, while pursuing the consumer to contribute for the cause.”

     

    Rahul Shinde, Managing Director, KFC India added: “Hunger is a very real and big challenge – at least 3,000 children die every day from poor diet related illness. The fact that millions of children go to bed hungry every night means that they are unable to grow, learn and thrive. It is a critical cause to unite behind. We couldn’t be happier to announce that through the month of October, we will contribute towards fighting hunger from the sale of KFC buckets across 300+ stores and online.  By making all our buckets add HOPEâ„¢ buckets and carrying audio visual stories of hope on them, we want to call on more people to support the cause. The more they do, the more hungry children we can help feed.”

     

    Biraja Swain, Chief Growth & Innovation Officer, Head of COE, Neo@Ogilvy, India: We at Ogilvy always believe in innovation at scale. The add HOPE™  campaign demonstrates it to the fullest extent. We have used image recognition technology to directly deliver content to smartphones enabling better discovery user participation for this CSR campaign.”

     

  • The campaign will be live on 15th October 2016, on UFO network screens

    UFO Framez showcases power of in-cinema advertising in latest campaign

    By A Correspondent

     

    UFO Framez, the cloud based in-cinema retail advertising platform from UFO Moviez has announced the launch of their new advertising campaign with the theme ‘Bade Parde Pe Aao, Dhandha Badhao’. The campaign will be live on 15th October 2016, on UFO network screens.

     

    UFO Moviez is a leader in-cinema advertising space, it has long-term exclusive advertising rights with over 3,670 screens. The aim of the ad campaign is to raise the brand perception and to communicate the prowess of the in-cinema advertising to the local retailers. The campaign narrative is more of a conversation and encourages retailers to target their audience through the ‘Silver Screen’. The ad campaign will be played in five different languages – Hindi, Tamil, Telugu, Malayalam and Kannada. The campaign will also be supported by robust promotional activities and will be leveraged through digital and social media platforms.

     

    The concept of UFO Framez has emerged from the fact that there has been massive boom in the retail sector due to significant rise of incomes and standard of living of people. Retailers want to make the most of this opportunity and are looking at innovative ways to market their products to the consumers.

     

    Speaking about the ad campaign, Siddharth Bhardwaj, Chief Marketing Officer, & National Sales Head – Enterprise Business, UFO Moviez said, “UFO Framez has created a pan India network of DSA’s, each DSA serves as a single point contact for the local retail advertisers to use the local cinema screen to advertise their product and services. Each cinema screen has catchment viewers and UFO Framez helps the retailer’s to use these screens to reach out to their target audience. Most retailers advertise through OOH, newspaper inserts and we are here to change the same through our offering, cinema screen will serve as a digital hoarding and will help the advertiser communicate with the audience in a more engaging and effective manner. This campaign is a set of four creatives and each creative targets one key retail category, we believe that this campaign will help us reach out to our potential retail advertisers and shall help us position UFO Framez as an impactful and effective consumer touchpoint medium of advertising.”

     

    Sheldon Dsilva, Business Head, UFO Framez said, “We’re quite excited to launch our first campaign. We believe our prospective clients will strongly identify with the campaign and would want to capitalize our screens to grow their business exponentially.”

     

  • The film will be aired in local languages and will be supported by on ground, in-cinema and digital campaigns

    It’s ‘Hawa Happy’ as Usha looks to spread cheer in Indian homes

    By A Correspondent

     

    Usha International has launched a 360 degree campaign for Usha fans with the theme of “Hawa Happy”. The TVC captures some endearing moments of an Indian family and how Usha fans and coolers form an integral part of these moments. The film effectively features the entire range of Usha fans including ceiling fans, exhaust fans, kids fans, tower fans and pedestal fans.

     

    On the launch of the new TVC Bharat Kharbanda – AVP- Marketing, Fans and Home Comfort USHA International said, “One of the key objectives of the Hawa Happy TVC is to showcase the entire range of Usha fans and how they are well integrated into the day to day living. With this film we hope to further strengthen Usha’s presence in the industry and increase brand saliency among customers.”

     

    Leveraging the festive season fervour, this TVC is being aired nationally with heavy spends in the southern and western markets to ride on the seasonality in these two regions. The film will be aired in local languages and will be supported by on ground, in-cinema and digital campaigns.

     

  • The narrative reverberates Bluestone’s USP of a wide choice of designs and modern appeal

    Choose your twinkle, says BlueStone in latest campaign

    By A Correspondent

     

    Leading online destination for fine jewellery, BlueStone.com launched a new brand campaign ‘Choose Your Twinkle’. Presenting the finest range of modern and contemporary jewellery designs and styles, the campaign promotes the brand as the go-to jewellery destination for today’s women.

     

    Speaking about the campaign, Pushkar Jain, CMO, BlueStone.com, said, “We are very excited to launch our new brand campaign that happens to coincide with the festive season. The TVC clearly illustrates our core proposition of choice of designs and modern styles whilst targeting the new age women. Our strong focus on brand building coupled with world class designs and a superior online experience will enable us to expand our footprint in the second largest jewellery market in world.”

     

    Added Ashish Chakravarty, National Creative Director, Contract Advertising: “Jewellery is very close to women. Sometimes closer than their partners. We thought, for this one, let’s tell stories of women, by women. So here it is, a peek into a woman’s mind, her thought process and the moments that trigger off when she discovers choice and gold and love. All at once.”

     

  • This new Diwali campaign stems from the thought of Cadbury Celebrations enabling to 'Bring the celebration with you'

    Cadbury Celebrations unveils campaign for Diwali 2016

    By A Correspondent

     

    Contract Advertising has created a new film for Cadbury Celebrations with the aim to bring to life the joy of togetherness, a feeling that gets heightened during festivities.

     

    Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio, operates across the premium and mass premium segments with the Rich Dry Fruit Collection (RDFC), being the growth driver catering to the premium end. This new Diwali campaign stems from the thought of Cadbury Celebrations enabling to ‘Bring the celebration with you.’

     

    Said Kapil Mishra, executive vice-president and executive creative director, Contract Advertising: “This advertisement was driven by the idea that festivals have become very monotonous and a mere ritual. While parents wait for this occasion for the entire family to be together, younger generation is too occupied in their life and routine. By this campaign we aim to reinvigorate the festive feeling among the youth, emphasizing on emotions of togetherness, fun and family bonding.”

     

    The film opens on the son and his family coming back to their ancestral home getting decked for the Diwali festivities. The Diwali party swells, with another son trooping in with his family and what ensues are charming little stories of what the four walls of the house have been witness to. As the stories keep coming out and the togetherness grows on each other.

     

    At such a juncture, the elder son asks his father as to if he is serious about selling the house where they all grew up. It is at this point that the father breaks into a half complaining, half naughty mood to tell that now that everybody is home, he is not going to sell it. The children get the fact that he was playing a prank and the family rejoices in celebrating their togetherness this Diwali.

     

  • The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year

    Bajaj V calls for Indians to celebrate National pride every day

    By A Correspondent

     

    Bajaj Auto has released a new brand film for V – the bike that contains the metal of legendary warship INS Vikrant. The film raises an important question about why national pride is restricted to select occasions of national significance like Independence Day or Republic Day, and forgotten the very next morning. Also, the new film features the fresh Navy Blue colour of Bajaj V introduced through the new campaign.

     

    The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year. The story is narrated from the point of view of a real-life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra awardee, who served aboard the INS Vikrant in the 1971 war, features in the film and talks about how the Bajaj V now allows us to experience our pride every day.

     

    Said Sumeet Narang, Vice-President, Marketing, Motorcycles, Bajaj Auto: “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”

     

    Added Rajdeepak Das, Chief Creative Officer, Leo Burnett: “We believed, with the metal of INS Vikrant, the V was perfectly suited to express this pride on an everyday basis. And this formed the core to our thinking for this film.” The film has been directed by Prakash Varma of Nirvana Films.

     

  • Airtel rolls out a 360-degree campaign around the all new My Airtel App – one app for all apps

    Airtel girl is back with shortcut to digital world

    By A Correspondent

     

    Bharti Airtel has re-launched its My Airtel App with a 3600 degree marketing campaign around My Airtel app featuring Sasha Chhetri. This time the Airtel girl, who is out with her friends, takes up the ‘Apps Challenge’ and manages to outfox the challenger with the My Airtel App.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, “Smartphones have redefined our lives and mobile applications allow us to do almost everything on the go, wherever we are. The new campaign is built around the new My Airtel app, which has a collection of the top apps, and brings the best of the online world to users in one place.” The campaign has been created by Taproot Dentsu.

     

  • The campaign is built around real-life examples from the lives of these 3 cricketer icons, and the philosophy on how they are what they are, in large part because of their mothers

    Ogilvy scripts nayi campaign for Star Plus

    By A Correspondent

     

    Star Plus may have pioneered saas-bahu soaps in the early 2000s, but over the years, the general entertainment channel has tried to reinforce itself as a channel with a new thinking. Rishta wohi, soch nayi.

     

    That was circa 2010. Te spotlight is on half a billion women of India, notes a communiqué. Taking this legacy forward, Star India unveiled its new credo ‘Nayi Sochi’ with an out-of-the-box theme crafted by Ogilvy. The campaign kicked off with on Sunday with the first match of the India- New Zealand ODI series.

     

    In the campaign, India’s cricket icons – M S Dhoni, Virat Kohli and Ajinkya Rahane proudly wear their mothers’ names on their jersey instead of their own names or father’s surnames, acknowledging the fact that one derives one’s identity as much from one’s mother as one’s father. However, the stereotypical societal notions around lineage and identity fall short of acknowledging the role of women – a thought supported and celebrated by BCCI through this campaign as well.

     

    The campaign is built around real-life examples from the lives of these 3 cricketer icons, and the philosophy on how they are what they are, in large part because of their mothers.

     

    Said Sanjay Gupta, Managing Director, Star India: “We at Star India are very happy to partner with BCCI for an iconic brand initiative of ‘Nayi Soch’. Star Plus has been a lighthouse brand for women. We have always put women first, told their stories, and are now set to take it to the next level – by challenging orthodoxy and stereotypes that come in the way of progress for women.”

     

    Hmmm.