MxMIndia

Category: MARKETING

  • This festive season, every loan taken from SBI will be named as a hope loan

    DDB Mudra West creates multimedia campaign to promote SBI Hope Loans

    By A Correspondent

     

    This festive season, every loan taken from State Bank of India will be named as a hope loan because for every loan taken from the bank, the brand will make some donations to the NGOs.

     

    The communication for this has been created by DDB Mudra West aspires to showcase this product proposition in the best light but also help mobilise consumer participation. A film led multimedia campaign has been drafted which showcases what a loan means to a person. With this campaign, the agency intends to reposition SBI loans as loans that activate hope, not only for an individual but for the larger society – making hope and happiness infectious.

     

    The one-minute film takes the viewers through a montage of the progress in areas of education, health, energy, women empowerment that would be possible because of a loan taken from SBI.

     

    Speakinging on the campaign, Rajnish Kumar, Managing Director, SBI said, “SBI Hope Loans is a novel campaign designed by us to appeal to both the heart and mind of prospective customers. This is an effort from SBI to give customers an opportunity to be the hope for people from under privileged sections of the society. For every Home, Auto or Personal loan disbursed, SBI will donate Rs. 100 per loan to NGOs working in areas of education, health, mobility solutions and clean environment.  Early feedback on our advertising campaign has been very encouraging. We hope to spread the festive cheer to as many fellow citizens.”

     

    Added Rahul Mathew, Creative Head, DDB Mudra West, “A loan has great power. It can change your life and everything in it. It gives you the feeling of moving forward, both physically and mentally. So imagine the power of a loan that changes the life of not just the taker but of those around. A loan that can move the lives of the less privileged forward as well. That’s the power we wanted to unleash with the concept of hope loans.”

     

  • The mascot is named Crispy and he elucidates the brand ethos of premium quality and ten exotic flavours

    Crispy to work his magic for Cornitos

    By A Correspondent

     

    Cornitos, the flagship brand of Greendots Health food Ltd, has rolled out its new brand campaign announcing the launch of its mascot. The mascot has been conceived and developed by Olstream. The mascot is named Crispy and he elucidates the brand ethos of premium quality and ten exotic flavours.

     

    Commenting on the launch, Vikram Aggarwal, Director of Greendot Health Foods Limited, said “With the unveiling of our maiden mascot Cornitos unfolds an exciting new chapter in its growth trajectory. The mascot has been designed to strengthen the brand connect and accelerate the company’s growth further. We hope this will help us build recall value in the minds of the masses and will also increase the reach of the brand.”

     

  • Keeping the temples at Hampi, Gujarat, and Bhubaneshwar, as muses, Tanishq took its designs a notch higher with its new Diwali collection, Shubham

    Lowe Lintas Bangalore executes Outdoor & Print activity for Tanishq Shubham

    By A Correspondent

     

    Tanishq has launched a high-decibel integrated campaign with emphasis on print and oututdoor. Apart from its push on television, Tanishq has tapped several cities to execute the activity across India.

     

    Commenting on the initiative, Deepika Tewari, General Manager, Marketing, Tanishq said, “Tanishq always looks forward to Diwali because it’s the biggest time for our customers. Gold is an extremely integral part of Diwali and, with the Shubham collection, Tanishq aims at owning the Diwali space. The collection, inspired by some beautiful temples across India, has been especially crafted for those who love tradition and look for beautiful, contemporary designs. The new campaign by Lowe Lintas brings alive the traditions associated with the festival, as well as the inspiration; and we hope that everyone has a very ‘Tanishqwali Diwali’ this year.”

     

    Added Rajesh Ramaswamy, Executive Director, LoweLintas Bangalore, “We just wanted to bring out the essence of the jewellery and the idea of auspiciousness;”

     

    The outdoor and print leg of the campaigns comprises over 300 hoardings in 25 cities and over 500 insertions nationwide. Also, the video film which has also been conceptualised by Lowe Lintas Bangalore, is being aired on social channels and on television.

     

  • The digital film showcases 'Shaadi by Marriott' and highlights the bond that exists between the quintessential Indian bride and her older man

    Marriott India unveils its new wedding campaign ‘Letters to Dad’

    By A Correspondent

     

    Marriott Hotels has unveiled its new campaign for the its weddings offering. Dubbed ‘Letters to Dad’, the digital film encompasses the many moods and moments experienced by a bride over the course of her wedding, and highlights one of the most important and endearing relationships in her life – the one shared with her father.

     

    As the bride goes through a series of letters she’s written to her dad over the years, all carefully preserved, his unwavering support through every obstacle she’s faced overwhelms her. The emotions of childhood, the pain of growing up years, the little conversations she had penned down to her dad, the bow-tie she gifted him, which he never wore till her sangeet and cocktail night, all come back to her. Reminiscing at the letters and the memories associated with them, the bride readies herself for her big day, with the assurance that her father will always be watching out for her.

     

    The ‘Shaadi by Marriott’ digital campaign celebrates the relationships and sentiments that highlight Indian weddings; it aims to showcase key properties as wedding destinations that will cater to every detail that goes into the making a dream wedding.

     

  • New logo and tagline – 'Let's Create' symbolises the joy of creating beautiful homes with Urban Ladder

    Urban Ladder strengthens brand identity with new credo

    By A Correspondent

     

    Urban Ladder has recreated the brand’s identity with a new logo and tagline – ‘Let’s Create’. It symbolises the process of creating a beautiful home with Urban Ladder, a process of collaborative creation. The brand wants every individual to unleash their creative side, starting with their home to make it unique and personal.

     

    The new logo depicts the four walls of an empty room. Like a canvas, it’s brimming with possibilities. Orange is the colour of creativity and joy. The blend of bright hues capture the energy and passion that accompanies the act of creation. The logo encourages every individual to bring out the artist in them, hoping to inspire customers to create something new every time they look at the logo.

     

    The new brand identity also reflects the philosophy that will define the brand’s strategy going forward “You’ll see us live this philosophy in many ways. Our new lines of products will reflect the changing sensibilities. We will launch new experiences and technologies that let every individual play designer. Also, a new look and voice that reflects our renewed purpose,” said Sanjay Gupta, Chief Marketing Officer, Urban Ladder. The new logo and brand identity has been developed in-house by Urban Ladder’s creative and brand team.

     

    Meanwhile, the e-tailer is now opening up new distribution channels to reach out to new customers.  “In the past we have feared dilution of brand Urban Ladder on other distribution channels which are not controlled and owned by us. But all the work on distinctive product design and an excellent customer experience will now ensure that the brand experience will be very consistent across different platforms. Today it is easy for our customers to walk into a friend’s home and identify an Urban Ladder product from a distance. That is the level of coherence and consistency we want the brand to have. Our new brand identity and brand purpose will help us achieve that across many new platforms and touchpoints,” said Ashish Goel, CEO and Co-founder, Urban Ladder.

     

  • Enliven the concept of bathing with 'Melt the day away'

    Jaguar reignites pleasures of bathing in latest TVC

    By A Correspondent

     

    Jaquar Group, the leading bathing solutions company with presence across 30 countries has launched a new TVC to “reignite the pleasures of bathing”. The TVC aims to reach out to premium audiences with global sensibilities by showcasing a redefined bathing experience with the power of a shower.

     

    The campaign’s objective is to help rediscover a bathing experience through a fresh take on bathing as a daily ritual for experiential stress bursting. It intends to highlight the power of innovative, technologically enhanced Jaquar products creating desirability and aspiration towards more.

     

    Commenting on the campaign, Sandeep Shukla, Head – Marketing Communications, said, “Jaquar Group believes in creating products for patrons who seek to engage with water in exciting new ways that can energise their lives even in personal spaces. Through our new commercial we want consumers to connect with Jaquar Group’s world-class products and rediscover the simple pleasures of experiential bathing.”

     

    Said Ashish Khazanchi, Creative Director of the campaign and Managing Partner, Enormous Brands: “The new age products from Jaquar elevate the mundane experience of bathing to a level never experienced before. We wanted to turn this functional benefit into an emotional benefit. The opportunity was the undifferentiated category clutter and the sameness of executions across brands. We found the fit in the Indian concept of ‘shuddhi’, when one takes a bath one sheds the remains of the day.”

     

  • Faralcha Parcel captures the longing of a daughter to be back home with her father on the eve of Diwali

    Brand Pickle executes digital project for ‘Suhana Masale’

    By A Correspondent

     

    Brand Pickle has unveiled a film titled ‘Faralcha Parcel’ for Suhana Masale.

     

    A brainchild of Pune-based Setu Advertising, Brand Pickle curates and executes brand stories digital video platforms.

     

    The film captures the longing of a daughter who is abroad to be back home with her father on the eve of Diwali.  The idea behind the film was to take something like faral or snack parcels and find an emotional connect with audiences.

     

  • JWT Mumbai created the first TVC for Scrubs, wherein Everyuth is the category leader

    JWT India bags creative mandate for Everyuth Scrubs, releases TVC

    By A Correspondent

     

    Zydus Wellness Limited awarded its creative mandate for Everyuth Scrubs Facewash & Peel Offs to J Walter Thompson India following a multi-agency pitch. The account will be handled by JWT’s Mumbai office. The first TVC created is for the Everyuth Scrubs category.

     

    The ad campaign conceptualised and crafted by J Walter Thompson Mumbai highlights and breaks some myths related to blackheads.

     

    The Everyuth Naturals Advanced Hydro-Active Walnut Apricot Scrub TVC starts with a question “Blackheads hai kya? From here begins the journey to meet different girls from all age groups and what is their understanding about blackheads and dead skin cells. The TVC captures various myths that have been noted in various researches done like ‘Blackheads happen post 30” or “Fair girls are not prone to blackheads” or for that matter even the fact that some women are completely unaware of blackheads or look at it as facial hair.

     

    Commenting on the campaigns differentiated offerings, Samarth Shrivastava, VP & Executive Business Director J. Walter Thompson Mumbai said, “Beauty brands need to realise that they are in a space where the audience already has enough players fighting to survive. So, unless you are hard hitting and entertaining you cannot build your brand presence and we managed to do exactly that”

     

    Added Tarun Arora, COO & Director – Zydus Wellness Limited: “Scrub is an emerging category with very low penetration. The consumer research revealed that there are lots of myths about blackhead and dead skin cells problems. These myths need to be tackled to drive the brand and category growth and that’s what we have achieved through this communication.”

     

     

  • This new campaign was rolled out nationally across outdoor, print and digital mediums in cities like Bangalore, Hyderabad, Mumbai, Delhi, Kolkata and Chennai

    Virat Kohli spreads new message for Wrogn

    By A Correspondent

     

    Wrogn, the youth fashion brand by Virat Kohli recently launched its new advertising campaign ‘May the best you win’. The brand, founded by Anjana Reddy, Universal Sportsbiz Pvt Ltd has its new campaign speaking about the internal and external fight that an individual experiences on every walk of life.

     

    This new campaign was rolled out nationally across outdoor, print and digital mediums. Said Reddy: “Wrogn brand campaigns have always strived to set a benchmark for fashion advertising in India, and it’s always a fantastic opportunity to push the conversation forward on the brand, being unconventional, provocative and relevant.”

     

    Orko Basu, Creative Head, Fisheye Creative Solutions Pvt. Ltd added: “For this year’s Autumn/Winter campaign, we chose to have not one Virat but two. Wrogn has always challenged the status quo; this time, Wrogn is taking it further by asking us to challenge not just the world around us, but ourselves.”

     

  • The initial two matches of Chennaiyin FC during ISL 2016 will be an exciting teaser phase followed by the brand reveal in the finale rounds

    Himalaya inks new association with Chennayin FC of Indian Super League

    By A Correspondent

     

    Himalaya Men has announced an association with Chennaiyin FC of the Indian Super League for its ‘Men Hate Pimples Too’ campaign. It launched the campaign basis a consumer research insight that pimples affect men as well, leading to personal and social discomfort and their grooming needs have to be addressed.

     

    The campaign was activated with the collaboration of Himalaya Men with the Royal Challengers Bangalore during the Indian Premier League (IPL) and continued its journey with the Patna Pirates team during the Pro Kabaddi League (PKL).

     

    Further consolidating its sports association, the brand is all set to cheer for the new Chennaiyin FC during this year’s India Super League (ISL). The initial two matches of Chennaiyin FC during ISL 2016 will see a teaser followed by the brand reveal in the finale rounds.

     

    Commenting on the association, Ashwani Gandhi, Category Manager, Himalaya Men, said, “Sports is a perfect platform for us to connect with a young TG. Today, sports heroes are not just on-field performers, but also style icons, setting the trend for grooming and style. The Himalaya ‘pimple story’ debuted in 2016 with the RCB partnership, helping us communicate the message that ‘men hate pimples too’ and that a solution in the form of ‘Himalaya Men Pimple Clear Face Wash’, was at hand. After fruitful associations with IPL and PKL, we hope to continue our success run with the Chennaiyin FC tie-up. ISL is a great platform and we are delighted to be associated with the reigning champions!”

     

    “The face cleansing category is pegged at 1800 crore with the men’s segment contributing to 15% and growing at 30-35%. These are strong, impressive growth rates and was a natural progression for us to extend our leadership from the unisex face wash category to men’s grooming category, as men also deal with skin problems and require specialised solutions,”, said Rajesh Krishnamurthy, Business Head-Consumer Product Division, The Himalaya Drug Company.

     

    Commenting on the association, Chennaiyin FC co-owner Vita Dani said: “We are delighted to welcome Himalaya Men as the Co-Sponsor of Chennaiyin FC. We are proud to be associated with such a great brand and we look forward to building a strong relationship through the course of the season.”

     

  • FCUK will be supported with a 360-degree campaign including digital and activation that will roll out parallel to distribution and retailing

    Cut The Crap bags FCUK Innerwear’s creative mandate for India

    By A Correspondent

     

    Oban Fashions, Rupa & Company’s wholly owned subsidiary that has acquired exclusive licence from French Connection Limited to develop, manufacture, market and sale innerwear and related products with the by Advertise” href=”#31281213″> Brand name ‘FCUK’ in India, has appointed Mumbai-based Cut The Crap (CTC) as its creative agency.

     

    “I am delighted to announce our partnership with Oban Fashions for FCUK and French Connection Innerwear,” said Jagdish Acharya, Founder & Creative Head of Cut The Crap (CTC).

     

    Commenting on the appointment, Siddhant Agarwal, Director, Oban Fashions said, “FCUK is a cult brand and we needed an agency with passion and dedication to bring the glory it deserves.

     

    We decided to go with CTC because of their brand understanding and cutting edge creative interpretation. FCUK is all set to occupy center stage in premium innerwear segment in the coming years and I am happy to have CTC partnering us towards that goal.”

     

    FCUK will be supported with a 360-degree campaign including digital and activation that will roll out parallel to distribution and retailing.

     

  • The experience started with Renault India reaching out to its social media audience and inviting them to be a part of this activity

    Renault India spreads the light this Diwali with L&K Saatch & Saatchi

    By A Correspondent

     

    Renault India has got its creative agency Law & Kenneth Saatchi & Saatchi to help them create something different this Diwali. The idea – Spread the Light, the Renault Diwali Drive. An exclusive drive to a village to celebrate Diwali with the local community and share in the true spirit of the festival.

     

    The experience started with Renault India reaching out to its social media audience and inviting them to be a part of this activity. They received an overwhelming response which saw representation of all Renault flagship cars.

     

    The drive flagged off from the Renault dealership and made its way to Bheliv Village in Raigad district in Maharashtra, a 110 km drive. The thrilled customers carried sweets, decorations and everything needed to make this Diwali special for the people of Bheliv Village.

     

    The villagers gave them a warm welcome with a traditional aarti, dhols and garlands. The customers had an immersive experience as they joined the villagers in their preparations for the evening celebration.

     

    The celebration then crescendoed with the exchange of light, where the customers gave solar lanterns and received handmade diyas from the delighted villagers. The villagers were thrilled to make new friends and have them partake in their Diwali celebrations. The customers on the other hand, never imagined the impact they could have on other people’s lives by sharing the spirit of Diwali.

     

    Said Virat Khullar, Head of Marketing, Renault India: “Renault always aims to connect with its Indian audience and be rooted in its culture and this was the perfect opportunity to collaborate with our valued customers and make Diwali special by the simple act of sharing light where it’s most needed”.

     

    Added Kartik Smetacek, Executive Creative Director – Law & Kenneth Saatchi & Saatchi: “We were keen to do something meaningful for Diwali. Light is quintessential to the festival and spreading the light is really symbolic of spreading happiness. I think the activity captured and celebrated the true essence of Diwali.”