MxMIndia

Category: MARKETING

  • Introduces a first-of-its-kind innovation, engaging children, to induce behavioural change

    Savlon unveils ‘Savlon Swasth India Mission’

    By A Correspondent

     

    Leading hygiene brand Savlon has unveiled Savlon Swasth India Mission, a programme designed to encourage behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives in schools.  In line with Savlon Swasth India’s proposition of ‘Healthier Kids, Stronger India’, the programme introduces interactive activities including a series of storytelling and visual engagement that educate and encourage children to adopt good hand hygiene practices.

     

    On the eve of Children’s Day, Savlon Swasth India Mission introduced an engagement with Savlon Healthy Hands Chalk Sticks – a set of unique chalk sticks infused with cleansers like soap. The chalk sticks are designed to engage children in primary schools and emphasise the importance of washing hands before eating.

     

    Sharing his thoughts, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, stated: “Hand hygiene is a critical issue. We believe, to induce behavioural change among children, the process of communication and education has to be fun, engaging and memorable. In that context, Savlon Swasth India’s ‘Healthy Hands Chalk Sticks’ is a simple yet interesting innovation. It is an engaging way to educate children on the importance of washing hands especially before eating. This is one of the various educational tools deployed by the Savlon Swasth India team to help initiate children into the habit of washing hands.”

     

    Commented Harshad Rajadhyaksha, ECD Ogilvy Mumbai, on the initiative:  “Before anything else, I would like to really thank the client who partnered us to make this happen. It wasn’t easy but they never made us feel it was impossible. Savlon is on a great path and we intend to take the brand from strength to strength.”

     

    Added Kainaz Karmakar, ECD Ogilvy Mumbai: “If we can use our skills of ideation to make a difference to not just the brands but the lives of people, it’s a special kind of joy. The ‘Healthy Hands Chalk Sticks’ initiative sets out to do just that. Even if one kid is saved from an illness because of this initiative we will all go home happy.”

     

  • Introduces Active Account mobile app to help Indians earn from surplus savings

    Birla Sun Life Mutual Fund urges Indians to activate idle savings with ‘Active Account’

    By A Correspondent

     

    Birla Sun Life Asset Management Company Limited has launched its latest TV commercial, Active Account across national television. BSLMF Active Account is a Liquid Fund-based mobile application which could help investors earn from their surplus savings. Directed by Shimit Amin, the TVC is created by Taproot Dentsu.

     

    “Historically Indians have the mindset of keeping majority of their hard-earned money in low-yielding vehicles. Seldom do they realize that with taxes and inflation, their idle savings remain in a state of erosion. Our attempt is to awaken Indians to this realization, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    A. Balasubramanian, CEO, Birla Sun Life Asset Management Company Limited said, “BSLMF Active Account has been developed using customer-first design thinking. Conveniences such as ease of use, ease of login, ease of transaction, ease of access are structurally embedded into its architecture. This new offering from us is poised to change the way India saves, and I am confident that it will add immense value to savers and investors across the Indian diaspora.”

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “The bank account is India’s default parking lot, when it comes to money. But is this traditional saving habit optimal? While attempts have been made in the past to urge people to “make their money work harder”, the launch of the Active Account App is a game-changer. In this commercial, we’ve used India’s other favorite activity – protesting – in an interesting way, to drive home the message that the days of “lazy money” are numbered. Because the Active Account is not yet another app, it’s a revolutionary tool.”

     

    Directed by Shimit Amin, the Active Account campaign is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Neeraj Kanitkar. Red Ice Films is the Production House, and Lisa D’Costa, Executive Producer. The digital elements are managed by Foxy Moron, Mumbai.

  • The spot captures the mischievous relationship that we see between parents and children these days

    Grey executes new campaign for Britannia Cake

    By A Correspondent

     

    Grey Bangalore has launched a new TVC for Britannia Cake that sees a father-son duo caught in the most important question of the hour: Who gets to eat the cake? Who deserves it more? We see the father narrate a tale where he is recounting an incident when the child was much younger. He claims that when the boy’s Britannia Cake pack was stolen by a monkey, he undertook great risks to bring it back to the child. That, according to the father, is a jolly good reason why the cake pack should be all his.

     

    Just when we think that the child is convinced and the father has gotten away with his fibbing, we realise that the child is not as gullible as we had presumed him to be. After all, he is also his father’s son! With a sign off that reads, “Yummy waali shararat”, this spot nicely captures the mischievous relationship that we see between parents and children these days.

     

    Said Vishal Ahluwalia, Vice President and Business Head, Grey Bangalore: “The challenge for Grey was to capture the magic between parents and kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new storytelling format and believe in a film which was conceptualised on a wide fantastical canvas”.

     

    “Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With “Yummy Wali Shararat” we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good humoured leg pulling between a father and a son”, said Manjunath Desai, Vice President Strategy & Business Development, Britannia Industries Limited. The TVC has been released across 10 languages, nationally.

     

  • With the winter approaching, the objective of the TVC was to bring the focus back to Amul Bodywarmer and the convenience of a bodywarmer in everyday life

    Madison BM creates a warm TVC for Amul Bodywarmer

    By A Correspondent

     

    Madison BMB has conceptualised a new TVC for Amul Bodywarmer. The TVC features a young north Indian couple, at home dealing with the harsh winters.

     

    With the winter approaching, the objective of the TVC was to bring the focus back to Amul Bodywarmer and the convenience of a bodywarmer in everyday life.

     

    Apart from the TVC, Amul Bodywarmer will also reach out to its consumers via outdoor, print and various other points of contact.

     

    Said NavinnS eksaria, Director, JG Hosiery: “In a world where exaggeration is a suspension of disbelief, we wanted to keep away from the exaggeration and follow the keeping it simple theory. We wanted to communicate the multiple aspects of warmth & unisex garment delivered through sweet & humorous story, which has been achieved“

     

    Said Raj Nair, CEO and Chief Creative Officer, Madison BMB: “Amul Innerwear and Bodywarmers have historically had a legacy of creating clutterbreaking work. We told ourselves that the work needs to be fresh, simple in ideation and yet totally stand-out in execution. We believe that we have achieved that.” 

     

    For more information,  please contact Mr.  Raj Nair – 09820505335

     

  • The TVC tells the story of a bride-to-be experiencing pre-wedding jitters,and being comforted and assured by her friend through the magic of a soft touch

    Himalaya launches new TVC campaign for Cocoa Butter body lotion

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC for its Himalaya Cocoa Butter Intensive Body Lotion. The TVC tells the story of a bride-to-be experiencing pre-wedding jitters,and being comforted and assured by her friend through the magic of a soft touch.

     

    Said Varun Wanvari, Brand Manager, Skin Creams and Lotions, Himalaya Drug Company: “The communication for brand Himalaya, including that for body lotions has centered around problem-solution. With the latest TVC for the Himalaya Cocoa Butter Intensive Body Lotion, we wanted to connect with consumers at an emotional level by associating our brand with something that deeply resonates with them – the comfort and warmth of a touch.”

     

    Added Shriram Iyer National Creative Director, Mullen Lintas: “In trying to craft the message of soft skin, we wanted to communicate a product attribute but also a genuine human insight. For us, that was the power of touch itself. For instance, how sometimes the most powerful way to reach out to someone, to comfort someone is through a touch. And thanks to the deep moisturising afforded by Himalaya Cocoa Butter Intensive Body Lotion, that touch is able to convey every emotion. The film is a beautiful story bringing out this very idea, first by way of a friend reassuring the bride on the her anxiety around looking her best for her big day and later the bride comforting the bitter-sweetness in the father’s emotion of giving the daughter away.”

     

  • The creative mandate would be led by the Mumbai office of Mullen Lintas

    Mullen Lintas wins creative duties of Bajaj Almond Drop Hair Oil & No Marks cream

    By A Correspondent

     

    Mullen Lintas has won the creative responsibilities for all the brands of Bajaj Corp. The agency would be providing its core expertise to Almond Drops Hair Oil, Amla Oil, Jasmine Oil, Brahmi Amla Oil, No Marks cream, Kailash Parbat Oil and other upcoming brands.

     

    The creative mandate would be led by the Mumbai office of Mullen Lintas where the agency’s task would be to work very closely with the client and play an integral part in the planning & creation of integrated marketing campaigns for all the brands owned by Bajaj Corp. The agency will provide strategic recommendations pertaining to the marketing and promotion of several brands of Bajaj Corp and will provide ideas that go well beyond conventional advertising.

     

    Commenting on the win, Sandeep Verma – President-Sales & Marketing, Bajaj Corp said, “We are delighted to be entering into a partnership with Mullen Lintas as the creative agency on our brands. As Bajaj Corp Ltd. embarks on its journey to revitalise some of its legacy brands like Almond Drops, the market leader in Light Hair Oil category and build some newly acquired brands like No Marks, we are looking to develop impactful content which can communicate the brand proposition very clearly in an integrated manner. And we believe that the Mullen Lintas team, with its keen experience in FMCG brand development and proven creative success, can help us in realising our ambition to create such strong and powerful brands which are truly loved by our consumers.”

     

    On winning the new business mandate, Virat Tandon, CEO, Mullen Lintas said, “It’s great to be associated with a legacy company like Bajaj Corp Ltd. who havecreated some large brands over the past eight decades. All of their brands are built on meaningful propositions and offer great value to the consumer. Our task is to provide these brands with the fuel for greater success and launch new ones. We are very excited about the future of this partnership.”

     

    Adding his views on the win, Amer Jaleel, Chairman and CCO, Mullen Lintas said, “We are thrilled to offer our creative expertise to a flagship FMCG company like Bajaj Corp Ltd. Their brands have a solid presence in the market and are already very well known to the consumer.  We see fantastic possibilities to earn more love from the consumers for these great brands.”

     

  • The ad encourages people to dedicate a run for the digital empowerment of India

    Airtel’s campaign to celebrate running

    By A Correspondent

     

    To mark this year’s edition of Airtel Delhi Half Marathon (ADHM) which was held on Sunday, November 20, Airtel came out with an ad campaign that celebrated the spirit of running and calls out people across the country to dedicate a run to the cause of empowering people in India through digital literacy.

     

    The campaign (creative agency: JWT) ran across digital, print, radio and outdoor mediums and has a different take on the spirit of running. It called out everyone to dedicate a run for a larger purpose and empower people in India by making them digitally literate.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel: “With this campaign we are asking people to come forward and contribute to a cause, while enjoying their run. A lot of us are privileged to have access to digital services, but there are millions who are unconnected for the want of digital literacy. Airtel is proactively doing its bit to reach out to people in India and is making an attempt to make them digitally abled. We hope more and more people will come forward and share their run with us in order to make a difference.”

     

     

  • The film addresses the average Indian commuter, urging them to look on the bright side of change

    Ola urges consumers to go cashless in latest campaign

     

     

    Ola is all set to help India ride cashless with a multi-channel campaign titled ‘Nahi rukega India. Cashless chalega India’ with which the company aims to motivate people not to stop riding; cash or no cash. Co-created with Happy mcgarrybowen, it addresses the average Indian commuter, urging them to look on the bright side of change.

     

    The campaign is led by a TV ad, complemented by print and digital ads that reinforce the campaign message of – India won’t stop. India will ride cashless. On TV, the message is delivered through a soft and poetic, but compelling style, while print and digital media seek to keep spirits up by running the campaign slogans in prominence.

     

    This is appended by offers that promise cashbacks from partners – HDFC Bank, a host of E-commerce and retail brands and of course Ola Money – Ola’s very own E-wallet.

     

    Said Raghuvesh Sarup, CMO and Head of Categories at Ola:  “Ola‘s vision is to build mobility for a billion Indians, and this requires a deep understanding of the market. One such insight is that today’s young India rapidly embraces new technologies, perhaps faster and more enthusiastically than anywhere in the world, and keeps moving ahead. Further, the campaign comes at a time when a seamless payment option is the need of the hour for citizens. To make payments hassle-free, Ola is offering a range of payment options from cash to credit cards, debit cards and Ola Money, so that India can keep moving.  The campaign also marks Ola’s support to the new demonetisation drive launched to eradicate black money and uphold the nation’s security.”

     

    Added Kartik Iyer, CEO at Happy mcgarrybowen: “Brands have always been a mirror to society. Given the trying times, we wanted to make sure we send out a positive message to Ola’s customers. Ola has always believed in delivering progressive change to society. With this opportunity we wanted everyone to know Ola is there as a trusted partner through every journey we embark on as a nation.”

     

  • Revealing the apps usage behaviour, the report states that on an average, users have 29 apps installed on their smartphones

    Study reveals interesting data consumption habits of pre-paid users

     

     

    In a study conducted on pre-paid smartphone users by IAMAI and Times Internet Limited, it has been revealed that the users spend nearly 72 per cent of their time to access online content while merely 15 per cent of their time is spent on making voice calls.

     

    According to the report, of the 72 per cent of time spent on their smartphones, only 22 per cent of the time is spent on apps while a majority of their time is spent on consuming online content, which includes reading articles, listening to music and watching videos. Interestingly more time is spent consuming content through browsers (WAP) compared to apps.

     

    Revealing the apps usage behaviour, the report states that on an average, users have 29 apps installed on their smartphones. Significantly, the rate of installed apps is higher than uninstalled apps, per month. Data reveals that users on an average install eight new apps, while they uninstall seven apps every month.

     

    The study also revealed that many of the English news readers on the news apps, watch vernacular content regularly. The study was conducted among 750,000 app users in India.

     

    The number of mobile internet users in India has reached 371 million by June 2016. There were 306 million mobile internet users in India in December, 2015. Of the 306 million internet users, 219 million users are from Urban India, which registered a Y-o-Y growth of 71per cent, while the user-base in Rural India has gone up by 93per cent from December 2014, to reach 87 million in December 2015.

     

     

  • The game brings together the unholy trinity of action games with platformer shoot outs, car chasers and bomber maze puzzle game

    Hungama unveils official ‘Force 2’ game

     

     

    Hungama Digital Media has launched the official game of Force 2 – an action thriller featuring John Abraham, Sonakshi Sinha and Tahir Raj Bhasin. The game lets users step into the shoes of the leading three to virtually experience the thrill and excitement of Force 2. The 3D animation game is available on Android and is soon to launch on iOS devices. The game is inspired by the journey of the three leading characters of the film – Yash, KK and Shiv as they foil an assassination in Budapest.

     

    Commenting on the game, John Abraham said, “I think what Hungama has created with this game is commendable. It feels great to see that an all-out action film can be adapted so intriguingly as a game and can be such an engaging experience. The game-play, graphics and overall user experience had me hooked to it completely. Urge all gaming enthusiasts to try their hand at the Force 2 game and enjoy the experience.”

     

    Added Tahir Bhasin: “It feels great to see myself as a part of the Force 2 game. Shiv’s character has been interestingly integrated along with a challenging puzzle game. I am eagerly looking forward to the response to the game and the movie alike!”

     

  • Provides digital marketing solutions to more than 50 clients in the region

    iCubesWire expands to Mumbai

    By A Correspondent

     

    iCubesWire has announced the opening of its Mumbai office to meet the growing demand of expertise in digital marketing and to support its base of clients in the region. The new office will be led by Veena Shobhani, as the Group Head – West and South.

     

    Having more than 50 clients in Mumbai including P&G, HUL, Pepperfry, Kotak, Axis Bank, Reliance, TATA etc., the company has said that it will expand the team to 20 members over the next six months.

     

    Shobhani has over 11 years of experience having led and managed affiliate marketing, social media, video ads management and SEM for brands across business verticals.

     

    Said Sahil Chopra, CEO & Founder, iCubeswire: “We already have a strong client base in Mumbai, the business capital of India and the region was essentially calling us to establish a more permanent presence in order to continue serving top-notch services to our clients.”

  • WATConsult ideated a campaign which emphasised on the typical situations that only two BRO's share

    WATConsult successfully executes #Brocode for He Deodorants

    By A Correspondent

     

    WATConsult conducted a digital activity for HE Deodorants on the occasion of International Men’s Day this year. HE Deodorants, the popular contemporary deodorant brand from the house of Emami Ltd, has been celebrating International Men’s Day since the last two years. This year they wanted to celebrate it with a twist, thus they aimed to get men to tell the world what makes their best friend a ‘Bro’.

     

    For the same, WATConsult ideated a campaign which emphasised on the typical situations that only two Bros share. A pledge anthem was created, wherein every individual was shown pledging their #brocode and sharing on social media as to why they think their Bro is the best!

     

    WATConsult created a microsite www.hebrocode.com, wherein all the videos were uploaded. On visiting the microsite, the users got a chance to watch the pledge anthem and thereby, share their allegiance to the #HEBrocode as well. This was a one of its kind Facebook led activation campaign, wherein users could also share their pledged videos on Facebook and invite their friends to join their Brocode. The users then created a chain of their #HEBrocode with his friends.

     

    Said Harsh Agrawal, Managing Director, Emami about the latest campaign: “It was He, the men’s grooming brand, which popularised the very idea of celebrating the International Men’s Day. It is really encouraging to note that what started as a thought three years ago, has become today a popular annual activity by HE, generating heartening response from the brand’s TG.”

     

    Rajiv Dingra

    Said Rajiv Dingra, Founder & CEO, WATConsult: “The brocode is a concept that all men can related to. The quirky campaign has been well-received by both customers as well as influencers across social media.”