MxMIndia

Category: MARKETING

  • The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple

    Technology comes alive in Ciaz Smart Hybrid commercial

    By A Correspondent

     

    Hakuhodo Percept’s new campaign for Maruti Suzuki’s Ciaz Smart Hybrid engine sedan went on air on Wednesday (October 19).

     

    The sedan which rolled out of the Maruti Suzuki stable across India last year, once again has brought in Ranveer Singh to tell customers how the vehicle regenerates braking energy for a smoother and efficient drive.

     

    Talking about the new campaign, Vinay Pant, AVP, Marketing, Maruti Suzuki said, “Ciaz Smart Hybrid has changed the segment completely with its futuristic style and technology. With our new campaign, the aim was to create a communication that defines the benefits of our product effectively. The campaign thus developed meets the objective perfectly.”

     

    The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple.

     

    In the commercial, we see Ranveer Singh simply enjoying his drive, whilst the car is doing all the work. The technology behind the CIAZ Smart Hybrid regenerated braking energy is explained through a unique graphical visual with electric streaks. Dynamic and interesting, this depiction explains the working of Smart Hybrid technology through a stunning and sophisticated technique.

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept Ltd.  “Our main objective was to highlight the Smart Hybrid technology in an extremely futuristic and simple way. An idea that’s easily understood by the CIAZ Smart Hybrid customer.”

     

  • With 40 per cent increase in youtube searches on baby care y-o-y, JOHNSON'S® has launched 'Best for Baby' channel – India's largest dedicated library of baby care videos

    Johnson’s launches dedicated ‘Baby care’ youtube channel

    By A Correspondent

     

    Leading baby care expert, Johnson’s announced the launch of India’s largest dedicated baby care YouTube channel with over 100 videos across 12 categories. The Johnson’s ‘Best for Baby’ channel is a dedicated video channel aimed at providing new parents a holistic guide on baby care and parenting. Designed to cater to the needs of millennial parents, the channel offers new parents help through detailed videos, specially curated for the channel by baby care experts and discerning peers.

     

    Talking about the ‘Best for Baby’ channel launch, Ganesh Bangalore, Vice President, Marketing, - Johnson & Johnson, Consumer, India  added, “Our ongoing dialogue with moms, in addition to research in the segment, revealed a need-gap for millennial parents in India regarding reliable and researched baby care information online. The research clearly showed that new moms are using online search as their primary way to find parenting information.  With this background it made sense for us to create ‘Best for Baby’ channel providing parents with a credible source of information on baby care. With over 70,000 views a day, on an average in its pilot phase, we seem to have created a platform that is an answer to the needs of our consumers.”

     

  • The Ceat logo will prominently donned in the bats used by the graceful right hander

    Ajinkya Rahane to bat for Ceat over four-year endorsement deal

    By A Correspondent

     

    Tyres major Ceat Ltd has signed a four-year bat endorsement association with Indian batsman Ajinkya Rahane. The Ceat logo will prominently donned in the bats used by the right-hander.

     

    Commenting on the latest development, Anant Goenka, Managing Director, Ceat Ltd, said, “At Ceat, it is our on-going effort to strengthen our association with cricket. We are delighted to have Ajinkya Rahane on board, representing our brand across all formats of cricket. Ajinkya will strengthen the roster of exciting and world-class players we are proud to be collaborating with. ”

     

    Speaking on the occasion, Rahane said, “It gives me immense pleasure to partner with Ceat, a company which is deeply rooted with Cricket. “  The tyres giant also has tie-ups with Rohit Sharma and Suresh Raina and Ishan Kishan for bat association. It is also tied up with IPL for the Strategic Time Out segment and has brought former Australian international cricketer Brett Lee on board as its brand ambassador for Ceat Cricket Ratings.

     

  • Showcases the all-new Doublemint Mints on the onset of a beautiful love story of Adi & Niara

    Wrigley India ‘starts something fresh’ with its new ad campaign

    By A Correspondent

     

    Wrigley’s Doublemint has released a new ad that depicts a love story of a young boy Adi and his new neighbour Niara. The advertisement is based on the fresh and beautiful cover of “Ek ajnabee hasina se” originally sung by the legendary Kishore Da. Reiterating the recently launched Doublemint Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘start something fresh’ whilst making ‘long lasting connections’.

     

    Commenting on the campaign, MV Natarajan, Managing Director, Wrigley India said, “The ad weaves in the essence of connections that Doublemint stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”

     

    Said Josy Paul, Chairman & Chief Creative Officer, BBDO India: “The role of Doublemint is to help create new connections and start something fresh. When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”

     

  • It features the celebrated Chef Vikas Khanna who urges people to pledge a fistful to feed a child

    Being Indian & Quaker Oats unveil festive video campaign

    By A Correspondent

     

    As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian along with Quaker Oats, have released a video ‘Ek Muthi Sonu ke Naam’ to urge people to pause and spare a thought to the millions of children who go hungry. The video is based on the vision behind the noble #QuakerFeedAChild initiative.

     

    Said Deepika Warrior, Vice President – Nutrition Category, PepsiCo India: “We believe that ‘Ek Muthi Quaker’ has the power to make a difference in people’s lives. Quaker Feed a Child is a social extension of what ‘Ek Muthi’ can do. The video articulates a powerful thought urging us all to make every festival more meaningful by simply pledging a fistful to feed a child.”

     

    A Being Indian statement read: “It is saddening that despite the progress made by science and technology, hunger still tops the reason for death today. Along with Quaker, we aim to enlighten people about this and inspire people to make a change in their everyday lives in a way to contribute to the society.”

     

  • This campaign is the next step in a series of efforts to get the message out about how people can live their best life through the power of health

    Abbott’s new campaign tells real stories of people living healthier, fuller lives

    By A Correspondent

     

    Telling stories of real people benefiting from medical innovations and leading full lives is a tradition at Abbott for over 125 years. The pharma major’s new campaign, launched in the US, India and other key markets, brings its storytelling tradition to the forefront, capturing stories of real people who overcome health challenges, push past what’s possible and live the fullest, best lives they can. It captures the essence of Abbott’s relationship with the people they serve and their products across the spectrum of their lives.

     

    Talking about the campaign, Joshua Mathew Grace, Regional Marketing Officer, India & South East Asia, Abbott said, “Abbott believes in helping people live their best lives possible through the power of health. Our latest campaign demonstrates our purpose through real stories of everyday people proving they can still live a full life, whilst overcoming their own personal health challenges. In so doing the activity demonstrates our areas of expertise and bridges the gap between why we exist and what we make.”

     

    The new campaign, called the ‘Race of Possible’ uses real-life stories which convey that wherever one is in life’s journey, Abbott’s breakthrough products help one live healthier, fuller lives. The new TVC creatively captures the essence of Abbott’s relationship with the people they serve and their products across the spectrum of their lives. The radio spots are live recordings of first-person narratives.

     

  • Lenovo Z2 Plus TV ad fast forwards you into a zippy world in the blink of an eye

    Lenovo promotes Z2 Plus in latest ad campaign

    By A Correspondent

     

    Lenovo MBG India has released a new TV ad for their Z2 Plus smartphone.  The campaign named ‘Get Fast, Get Forward’ is conceptualised by Band Interprise, Singapore. The 30-sec TVC highlighting the superfast Qualcomm Snapdragon 820 processor, Health Tracker and 1 Button navigator of the smartphone, is produced by Storytellers.in and directed by Arun Gopalan.

     

    “We understand our consumers and their behaviour in this fast moving world, where they want to do more in a jiffy and everything all at once. In the TV ad, we integrated this with the phone’s functionalities, showing how Lenovo Z2 Plus is the perfect device to help them live this crazy fast life, while exploring their passions and interests. The pace of the film brings alive the speed at which the smartphone can multitask and deliver great experiences,” Rachna Lather, Marketing Head, Lenovo MBG-India.

     

  • This year Big Bazaar and DDB Mudra West have crafted yet another motivating piece of communication

    Big Bazaar brings ‘Paper Patakha’ back with #YehDiwaliSabkiWali

    By A Correspondent

     

    The festival of light is back and so is the time to bring all the ‘paper patakhas’ out. During Diwali 2015, Big Bazaar created conversations about a safe, harmless Diwali celebration with their ‘Paper Patakha’ film. The new ad is an extension to the thought and the ongoing ‘Shubh Shuruvaat’ campaign.

     

    The intent of the film is to make this Diwali celebration inclusive of everyone. During Diwali, while every nook and corner of the country gets brightly lit and people rejoice with delicious food and merriment, there are a few who get left out. With this film, the brand wishes to invoke the deep rooted kindness we often get distracted away from and to promote the thought of including everyone in the celebration, making #YehDiwaliSabkiWali.

     

    Speaking on the campaign, Sadashiv Nayak, CEO, Big Bazaar said, “Big Bazaar’s motto ‘Making India beautiful’ is about creating beautiful memories in our customers’ lives. This year, Big Bazaar’s ‘Shubh Shuruvaat’ campaign carries its previous year’s ‘Paper Patakha’ concept forward, in order to emphasise further on the brand’s value of inclusiveness. The campaign is led by a heart-warming film that celebrates the humane side of Indian festivals. This new television commercial talks about celebrating Diwali with everyone, which we believe is the true essence behind the spirit of Diwali. The ad is touching, entertaining, and yet delivers a very important message to all of us.”

     

    Added, Rahul Mathew, Creative Head, DDB Mudra West, “There’s so much humanity and goodness that the festival of Diwali stands for. But somewhere in the cacophony of consumption brands often forget that. Which is where “Making India Beautiful” is like a guiding light for Big Bazaar. What we started last year with Paper Patakha making Diwali less polluting and more beautiful, we took it forward this year.”

     

  • Reemphasises importance of cow (yellow) ghee in everyday food

    Gowardhan Ghee launches new campaign ‘Pyaarka rang sunehra’

    By A Correspondent

     

    Parag Milk Foods has launched its new campaign ‘Pyaarka Rang Sunehra’. The campaign kicks off this festive season across multiple consumer touch-points such as television, out of home, digital and experiential activations.

     

    The ad is driven to showcase the importance of cow ghee consumption in daily diet. The ad film covers various emotions in life linked through food and brings forth colours of love and how golden (yellow) colour is associated with cow milk.

     

    Speaking about the campaign, Mahesh Israni, Chief Marketing Officer, Parag Milk Foods Ltd. said, “Our vision is to build the strength of cow ghee and own the leadership position in the ghee segment through category expansion. To attain this endeavour, our new campaign will help us build direct visual association of the category with the brand. The larger communication amplification through our 360-degree approach will talk about benefits of cow ghee and how it will cater to populous across genders, age  groups and demographics. We also want to change our focus from festive consumption to throughout the year consumption pattern.”

     

    Sharing her opinion on the new brand communication, Akshali Shah, VP, Strategy Planning-Sales & Marketing, Parag Milk Foods Ltd. “Our flagship product Gowardhan Ghee is closest to pure ‘cow ghee’, it has built that trust and brand loyalty in the consumer’s mind. As one of the leading cow ghee brands in India, we aim to build the cow ghee category association through the yellow colour connecting to emotions of life.”

     

    Hanoz Mogrelia, Senior Vice President & Executive Creative Director, JWT said, “It’s refreshing to see an idea that was presented in the pitch has come to life, in the very same way as it was envisaged. Moreover, the fact that the client backed this idea from day one made the process of making the film very smooth and enjoyable.”

     

  • Based on responses, the selected bands and artists created the song from scratch in real time along with videos and uploaded online within 8-9 hours

    #MyKindOfMusic generates buzz for Tata Sky

    By A Correspondent

     

    Tata Sky Music+ has brought out a musical online activation where a diverse set of bands and musical talent from The Yellow Diary (@tydtheband) to Kanchan Daniel and The Beards, Hriday Gattani to Sharma and The Besharams. Held live from October 18 to 22, across Twitter and Facebook, all the viewers had to do is answer the questions asked on the Tata Sky handle (@TataSky) with the hashtag #MyKindOfMusic.

     

    Based on responses, the selected bands and artists created the song from scratch in real time along with videos and uploaded onlinewithin 8-9 hours. Only the best responses were selected for the tailor-made songs.

     

    It was a four day social marathon, four bands, 10 music compositions, real-time music and video production, live behind the scene videos, eight genres and four 360-degree videos.

     

  • #DilonKiDiwali is about bringing people together during Diwali, by reflecting on traditions and creating new ones

    Hero celebrates joy of togetherness with ‘Dilon ki Diwali’

    By A Correspondent

     

    Hero MotoCorp has rolled out its latest brand campaign #DilonKiDiwali.  The 360-degree campaign conceptualised by Law & Kenneth Saatchi & Saatchi went on air on October 24 with five television ads. Full-page print ads, radio commercials and the digital campaign have also gone live subsequently. The campaign celebrates the two-wheeler company’s historic milestone of crossing 70 million two-wheelers sold, and the millions of lives they have touched, while capturing the festive sentiment and spirit of Diwali. The films have been directed by Pradeep Sarkar and Kshitij Ravi Prasad.

     

    Said Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “The campaign celebrates Hero’s role in bringing people together with simple and real stories”. Added Debarjyo Nandi, Senior Vice-President, Law &Kenneth Saatchi & Saatchi: “Hero is a nation brand with 70 million customers. When it’s the nation’s biggest festival, they are responsible for bringing so many families and friends together and touching millions of lives, celebrating the true spirit of Diwali with heart.”

     

     

  • The campaign attempts to increases awareness of two-wheeler insurance category in India

    iProspect executes digital video for ICICI Lombard

    By A Correspondent

     

    iProspect India has conceptualised and executed a digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance. The video reinforces the need for awareness and timely purchase of a long-term two-wheeler insurance plan.

     

    The two-and-a-half minute video captures the reactions of a handful of people from different age groups, genders and backgrounds, returning to a two-wheeler basement parking after a couple of hours only to see huge scratches on their respective bikes. They spend tense moments wondering how this happened and because of whom, and are shown to ask for the security guard to question him as anyone typically would in such a situation. They eventually breathe a sigh of relief later when they realize that it’s only a sticker pasted onto their two-wheeler and not a real mark – bringing a smile onto their faces. The message after removing the sticker is as below.

     

    Commenting on the initiative, Sanjeev Mantri, Executive Director, ICICI Lombard said, “India has over 16 crore two wheelers registered with the transport authorities today. While this is an impressive number, nearly 70% of two-wheelers ply on roads without any insurance cover. At ICICI Lombard, we believe it is imperative for us to lead efforts towards addressing this issue of abysmally low insurance and ensure that vehicle owners are protected from any exigencies. We are encouraged by the response to our initiatives in the social media space in this regard. We will continue to innovate and develop effective communication tools and thereby ensure that our customers and their vehicles are well protected with comprehensive insurance policies.”

     

    Expressing his views on the campaign, Vivek Bhargava, CEO, iProspect India said, “In the recent past we have increased our focus on generating creative digital solutions, especially through engaging content and storytelling. The ICICI Lombard video is a great example of our efforts on this front. Digital as a medium grabs maximum eyeballs, more so with respect to generating shareable content that audiences can relate to and has scope to go viral. This not just leaves an impression on the viewer, but also helps in driving purchase intent. Digital has become the driver of most brand campaigns and this is only slated to grow.”