MxMIndia

Category: MARKETING

  • Since its launch, Max has carved a niche for itself by bringing to the Indian customers high quality products with world class shopping experience

    Max Fashion unveils inaugural campaign on TV

    By A Correspondent

     

    After a decade of the launch of Max the brand today has grown to over 150 stores covering 60 cities. Max has launched its first TV campaign, in which the objective is to establish an emotional connect between Max and its existing customers and give them compelling reasons to keep coming back to the brand. The communication is also meant to drive awareness by further reinforcing the brand’s key message –fashion for the entire family at great prices.

     

    Said Jiten Mahendra, Vice President- marketing at MAX Fashion: “We are proud to say that the brand is a true mirror of the young India, where 75% of our customers are between the age group of 18-34. The TV campaign is a step ahead to re-inforce Max positioning and its commitment to democratize fashion in the country. With over 300 stores in 16 countries and 5 Million loyal customer base in India, the brand is here to grow! With the success of Max over the last 5 years, this campaign will ensure a stronger brand connect with the existing customer and bring newer audiences to the brand and TV is the perfect medium to talk to such a wide audience and showcase brand presence at a national stage.”

     

    Added Senthil Kumar, Chief Creative Officer, JWT: “We are very excited to embark on a new journey with Max Fashion on TV.  It has been a strong and exciting collaboration between Max Fashions, JWT and Curious. With this campaign the attempt is to create an interesting spin to value fashion that is more relatable to the brands core consumer. Inspired from everyday life moments, the stories are spiked with a mild touch of humor and fun.”

     

  • Showcasing the idea 'Jo Khaaye Extra Kho Jaaye', the new TVC has given the duo – Ramesh and Suresh, much aspirational and cooler look as they get on a vacation

    Ramesh & Suresh make a comeback in new ad for Cadbury 5Star

    By A Correspondent

     

    Mondelez India has launched a new TVC for its latest -‘ extra caramelly Cadbury 5 Star’, starring regular brand ambassadors, Ramesh and Suresh.

     

    Showcasing the idea ‘Jo Khaaye Extra Kho Jaaye’, the new TVC crafted by Ogilvy India, has given the duo – Ramesh and Suresh, much aspirational and cooler look as they get on a vacation. The TVC portrays Ramesh and Suresh sitting on a bench, getting extra lost in the taste of new caramelly Cadbury 5 Star. Right next to them is a thief, eyeing the purse of a lady sitting on the adjacent bench. While Ramesh and Suresh are engrossed in the immersive eat experience of the extra caramelly Cadbury 5 Star, the robber attempts to steal the lady’s purse and run away, not realising that Ramesh/Suresh had accidentally tied his shoelaces with that of the robber, causing him to fall flat on the floor. The film brings out the good in getting extra lost as the duo manage to save the day. The film once again manages to showcase quirky behavior of the duo, bringing a smile to the viewers’ faces.

     

    Said Prashant Peres, Director- Marketing (Chocolates), Mondelez India: “Being the market leader in the overall chocolate portfolio, we are committed to paving the way for the growth of countline category in the Indian market. Our lead brand, Cadbury 5 Star has been highly successful in the youth segment. In alignment with growth vision of enhancing chocolate eating experience we have refurbished the product to make it “More Caramelly”.  The new cooler avatar of the product is supported by a new TVC campaign which showcases a more immersive eat experience by featuring the iconic Ramesh-Suresh duo bringing out the good of getting lost.”

     

  • The emotions have been portrayed very beautifully and the storyline is such that every single person watching the video can relate to it

    OnePlus unveils new brand campaign

     

     

    OnePlus has released a short film titled “The Journey” to celebrate the festive spirit of Diwali.   Elaborating on the emotions behind the film, Vikas Agarwal, General Manager – India, OnePlus explains, “This Diwali, we are happy to connect with our community in a refreshing way. OnePlus has always looked at innovative ways to connect with the community. This festive season, we decided to take the road less travelled and created a short film for our fans which is a first for OnePlus in India.”

     

    While the concept was conceptualised by OnePlus, the video was produced by Boring Brands and shot in Mumbai and Ladakh.

  • Advertising around an observance like Karva Chauth is regressive, and brands need to reconsider. Jitender Dabas present his POV

    Jitender Dabas: Share The Load, Not The Fast

     

    By Jitender Dabas

     

    One of the most celebrated campaign from last year has been #sharetheload by Ariel. A remarkable campaign that challenges us to re-think the way we look at the issues of gender equality. And then I came across another ad by shaadi.com asking men to share another load. Promoted with the hashtag #FastForHer it asks men to fast alongside their wives to show their love this Karva Chauth.

     

    Both the campaigns in their own way address the relationship between men & women in our society. One did it by challenging the way we think the other simply rode it.

     

    Karva Chauth is fast becoming the next opportunity for the marketers. It’s got everything – tradition, relationships, dressing up, celebrations, gifting and it comes in the festival month of October.

     

    Everything seems right for brands to jump in. Except one. The very genesis of the festival or ritual. According to Wikipedia, Karva Chauth is a one-day festival celebrated by Hindu women in many countries in which married women fast from sunrise to moonrise for the safety and longevity of their husbands. A ritual that is not only regressive and unequal but also irrational.

     

    So what should brands do with Karva Chauth? How should brands navigate a festival like KarvaChauth.

     

    Every festival is a market opportunity in India but brands need to make a choice. Brands must understand a lot of inequality in Indian society is camouflaged by tradition and emotions. By adding frills and mush to a dogmatic ritual and making it ‘fun’, you only make it bigger and bulkier

     

    In a society fighting severe issues on gender inequality we need to over-correct and I believe brands can play a significant role by stating their POVs on such issues… Brands, especially targeting the modern woman are being built on their POVs not differentiators.

     

    If brands start spending marketing dollars to promote Karva Chauth they will almost be legitimizing it the way Aditya Chopra did it through DDLJ. There are more small town and villages where women are not doing it because of choice but under pressure. And when the aspirational stereotype women is advertising is seen doing it, it makes it okay for millions of women in small towns to continue doing it. The mood/celebration and the appealing presentation of any festival has the power to often drown the voice of reason. Rationality and logical debate gets subdued under the loud sound of collective celebration. Every press ad or TV spot adds to that.

     

    And if as a result of all this, a woman is under pressure to fast against her will or health because you have legitimised it by putting your brand monies behind it, then you are responsible.

     

    It’s also dangerous as you not only cater to the fervor of the married women but you are also lending a hand in introducing this practice in the most appealing way to children who sit in front of it the TV watch the ad and co-relate it to what their mothers are doing.

     

    We are teaching young kids in school to give up the exciting part of Diwali – the crackers … because it harms the environment. Can’t we ask the grown up to give up the ‘regressive’ and ‘irrational’ ritual of KarwaChauth

     

    Let’s understand one thing – nothing is ‘harmless’ when it comes to inequality and gender bias – there is nothing called a harmless eve-teasing or harmless-stereotyping or a harmless Karva Chauth . They all add to shape how a society treats its women and brands must realise this.
    The burden of progression will always lie on the shoulders of leader brands whether they are in media, cinema or consumer goods.

     

    For the brands championing women’s equality being silent on KC is not just a missed opportunity but a sign of careful middle path which is disappointing. A strong POV on not just KC but other such festivals is certainly awaited.

     

    #FastforHER disappoints me. I am waiting for #DontFastforME

     

     

    Jitender Dabas is Chief Strategy Officer, McCann Worldgroup. The views expressed here are his own and do not necessarily reflect those of his organisation

     

  • The Aditya Brila Financial Services Group company urges investors to consider Systematic Investment Plan (SIP) as 'must-have' for every financial goal

    Birla Sun Life MF unveils ‘Jitne Sapne Utne SIP’ campaign

    By A Correspondent

     

    Jaanoge Tabhi Toh Maanoge (JTTM) the investor education initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group (ABFS), and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its latest TV commercial, ‘Jitne Sapne Utne SIP’ on national television on Tuesday. Directed by Shaaze Merchant, the TVC is created by Taproot Dentsu.

     

    “It has been most heartening to see the recognition and recall Jaanoge Tabhi Toh Maanoge has earned over its journey to bring mutual funds into mass India’s consideration set. ‘Jitne Sapne Utne SIP’ is yet another extension of our commitment at ABFS to drive self-realisation among mass India about the merits of making money work for them,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    Added A Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company Limited: “SIP is a great entry point for retail consumers to experience mutual fund investments. ‘Jitne Sapne Utne SIP’ encourages investors to look at SIP differently – not as good ‘one-off’ plans but as ‘must-have’ plans for every financial goal. In doing so, it touches upon the invaluable role SIP can play in making their many dreams come true.”

     

    Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Birla Sun Life Mutual Fund’s investor education initiative has always borrowed from real life to provide simple, useful information about mutual funds. This year, we’ve used a fact of life, to draw a parallel with SIPs: one size can’t possibly fit all. Why then do we expect that one SIP will cover all our needs? It’s a big learning, dished out in a light-hearted, relatable way.”

     

    Directed by Shaaze Merchant, ‘Jitne Sapne Utne SIP’ is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Gauri Burma. Soda Films is the Production House, and Ameya Dahibavkar, Executive Producer.

     

  • Conceptualised by Famous Innovations, Raymond's new film promotes its TechnoSmart fabric, showcasing USPs like UV protection, wrinkle free, breathability and a smooth touch

    Raymond brings innovation and style together in new campaign

    By A Correspondent

     

    Famous Innovations launched a new film for Raymond Techno Series presents TechnoSmart highlighting how the fabric is an appropriate blend of advanced fabric engineering and style. Depicting four protagonists, the film showcases TechnoSmart features in a dynamic and vibrant manner.

     

    Said Madhu S Dutta, Head Marketing, Lifestyle Business: “TechnoSmart is an example of Raymond’s journey to constantly bringing in innovative product line. It’s futuristic and caters to our consumers’ changing lifestyle. Suits are no longer the domain of stiff upper-lipped Boardrooms. They are dynamic, vibrant and more fun. The film reflects that sensibility.”

     

    Raj Kamble, CCO and Founder, Famous Innovations, added: “This is the second film we’ve created for TechnoSmart. While the first film focused only on the product’s proposition, here we balanced the product USPs with the style and sensibilities suitable for a fashion brand. Edgy and graphic, unlike any other film we’ve done for Raymond, the idea was to keep it visually engaging with details that viewers discover each time they view it.”

  • Officer's Choice Blue Snacks launches a new TVC campaign that applauds everyday acts of kindness with "Salute toh bantahai!"

    ‘Salute toh banta Hai’ affirms Officer’s Choice’s in new campaign

    By A Correspondent

     

    Officer’s Choice Blue has launched a new ad campaign ‘Salute to Banta Hai’- communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVCs narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring world. The communication conveys the ‘good’ in actions of giving way to an ambulance over a VIP vehicle, respecting the lowest ranks in office, concern to assuage apprehension of a woman traveling alone, and bringing help to people in need.

     

    The narratives create a strong people connect – with positive actions that are spontaneous and relatable- embedded in the belief, and keeping the faith in doing ‘good’. The TVCs end with the tagline ‘Salute toh Banta Hai’ which acknowledge the contribution of these everyday heroes.

     

    The campaign has been conceptualized by Metaphor, A Triton Communication subsidiary and directed by Rajesh Saathi from Keroscene Films.

     

    Said Ullas Chopra, National Creative Director, Triton Communications: “This has been quite an interesting campaign. The challenge was to present righteousness in a manner which is not preachy or confrontational. We decided to take an approach that applauds people for their efforts to do the right thing and be good samaritans. Once in a while we get an opportunity to work on communication that warms people’s hearts and remind people of their better side. The most satisfying thing for us has been how all elements came together – the storytelling, the music and the lyrics. We set out to touch hearts and I think we managed to do that very well. “

     

    Commenting on the campaign, Ahmed Rahimtoola, VP, Marketing, Allied Blenders and Distillers, said, “The process, starting from segmentation research to effectively delivering on new communication, has been incredible. Officer’s Choice franchise is the largest in its category globally, and it is imperative that we deliver ahead of expectation. We take pride in the aesthetic communication which very strongly conveys the brand’s long–standing view on righteousness, and the need to bring about positive change.”

     

  • As a part of the association, the Telugu superstar will feature in the brand’s upcoming campaigns

    Abhibus signs Mahesh Babu as brand ambassador

    By A Correspondent

     

    Abhibus.com, an online bus ticket booking platform, announced superstar Mahesh Babu as its brand ambassador. Mahesh Babu will feature in the company`s marketing campaign `Har Safar Mein Aapka Hamsafar’ (With you on all your journeys, wherever you go).

     

    As a part of the association, the Telugu superstar will feature in the brand’s upcoming campaigns – both online and offline. He will also be a part of various customer engagement activities that the brand plans to do.

     

    Speaking on the association, Mahesh Babu said: “Abhibus has been holding to Indian roots along with present-day technology. I am happy to be associated with Abhibus as this is the first brand in the e-commerce sector that I am endorsing.”

     

    Said Biju Mathews, COO, Abhibus.com “Today, we are one of the largest aggregators of bus ticketing inventory across both state road transport corporations and private fleet operators. We are very happy to have superstar Mahesh as he has an appeal that cuts across gender and age groups and is the ideal fit to spread this message.”

     

  • The brand is targeting Rs 20-25 crore of retail sales alone from their merchandising & licensing revenue

    Black White Orange Brands partners with Arka for Baahubali merchandise

    By A Correspondent

     

    Black White Orange Brands, a licensing and merchandising solutions agency, has been appointed global licensing agent by Arka Mediaworks Entertainment LLP for Baahubali.  The sequel, Baahubali 2 – The Conclusion is scheduled to hit screens in April 2017.

     

    Black White Orange will work closely with Arka Mediaworks to conceptualise designs, represent the Baahubali franchise across a wide range of categories and also look at several licensing and retail partnerships, globally.  Having already signed leading international names like Paramount Pictures, Game of Thrones, Universal Pictures etc. till date, Black White Orange make their first Bollywood brand foray with Arka Mediaworks and their popular franchise - Baahubali.

     

    Talking about the association, Shobu Yarlagadda, CEO at Arka Mediaworks said, “We are delighted to launch our branded merchandising portfolio and we are glad to have found a partner in Black White Orange.  We are confident that its unique and promising strategic approach will build the Baahubali brand in India and help us reach our fans.”

     

    Bhavik Vora, Founder & CEO at Black White Orange says, “When we established Black White Orange a year back, we had a vision of creating a world-class merchandise programme of cult Indian brands. After the successful launch of Yuvraj Singh’s brand YWC recently, we are extremely excited to bring to life, the biggest blockbuster of all time, ‘Baahubali’, through a well conceptualized, high-quality merchandise program for Indian & global fans.”

     

  • There have been rumours that Salman Khan was being re-considered for the endorsement given the need for a younger star like Ranveer Singh

    Salman will not endorse Thums Up any longer

    By A Correspondent

     

    Salman Khan will no longer be endorsing Thums Up. On Wednesday evening, the Coca-Cola India, owners of the Thums Up brand, and Salman Khan issued a joint statement noting: Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio In light of this, both parties have mutually decided not to renew their current contract.

     

    There have been rumours that Salman Khan was being re-considered for the endorsement given the need for a younger star like Ranveer Singh.

     

    The rival brand that the Coca-Cola India statement hints at is Appy Fizz which is one of the key sponsors of Bigg Boss, the nightly reality show on general entertainment channel Colors.

  • Chrome Data Analytics has released a Rural Establishment Report covering 2 lakh villages representing 300mn people

    Decoding Rural India

     

    It’s being billed as the World’s Largest Rural Establishment Report. Chrome Data Analytics, has unveiled a report covering 200,000 villages representing over 300 million people.  The Rural Establishment Survey covers consumer behaviour and habits in over 200,000 Indian villages.

     

    The survey, which was done over a period of 15 months, involved the entire Chrome DM infrastructure of over 650 field executive, 450 telecalling staff and the 150 strong analytics team, together speaking over 22 languages to map the length and breadth of the country. Respondents were made to fill out a detailed questionnaire which included consumer habits, family income and lifestyle patterns among other things.  The survey holds direct actionables for brands and agencies to help target growth regions Broadcasters, for example can know the exact subscriber base of cable networks in the villages covered.

     

    Here are some of the key findings of the report:

    1.90% of Rural Bihar prefers branded tea over local players.

    2. Rural:  Kerala, Punjab and Haryana have the max disposable incomes to spend on FMCG products.

    3. Data for Patanjali:

    :: Patanjali has been spotted most across all channels, no of insertions – 24828 (Wk-33).
    :: As a result, 93% of rural HSM India are aware about Patanjali/Ramdev baba’s product.
    :: 56% of rural HSM are not even aware about 30% of Patanjali’s products, most accessible products are Shampoo, Hair Oil, Chyawanprash & Honey, of which Honey & Chyawanprash’s market contribution is over 40% within the category.
    :: Within the Sugar category, 90% of rural HSM India buy open local sugar & only 5% have been buying sugar from Patanjali store.
    :: Within the Atta Category, 91.5% of rural HSM buy local atta/or chakki atta rest prefer Aashirvaad in this category.

     

    Important Categories – Most popular/consumption brands:

     

    Soap Lux, Lifebuoy (70% of North market share)/ Medimix (South)
    Shampoo Clinic Plus (Sachets especially)
    Hair Oil Parachute/Dabur Amla (Known as Amla)
    Hair Color Godrej  
    Detergent Surf/Nirma
    Beauty Cream Fair & Lovely (Sachets)
    Telcum Powder Ponds  
    Toothpaste/Toothbrush Colgate
    Butter Amul
    Chywanprash Dabur
    Honey Dabur
    Soft Drinks Coca Cola & Pepsi (almost 40% of market share each)  
    Chips Lays  
    Tea Tata Tea  
    Coffee Nestle  
    Ketup Kissan  
    Ointments Iodex, Vicks  

     

    As per Chrome’s latest survey (Monthly per capita expenditure):

    Across all major states in India, in Rural, Kerala followed by Punjab & Haryana have got maximum disposable income (an average of 2500 per month) whereas Odisha, Chhattisgarh, Jharkhand & Bihar spends very less (an average of 1150 per month).

     

  • Melorra moves fine jewellery out of the locker, and makes it relevant to wear every day and for every occasion – be it work, casual or party

    Dentsu partners Melorra.com to launch its first brand film

    By A Correspondent

     

    Conceptualized by Dentsu India, the film stars Ujjwala Raut as the lead, making the product relevant to wear every day and for every occasion – be it work, casual or party.

     

    Said Saroja Yeramilli, CEO, Melorra.com:  “There is no [other] jewellery brand catering to young urban Indian woman as she struggles to find the appropriate precious jewellery to match her daily looks at work, out to dinner or at a party.” Said Simi Sabhaney, CEO, Dentsu India: “We at Dentsu India, decided to use fashion codes in order to introduce this modern brand of fine jewellery. We believe Melorra sits best with fashion. The product is the hero. It is meant to entice the woman into coming forward and embracing it.