MxMIndia

Category: MARKETING

  • The agency has been selected following a multi-agency pitch, to manage company's digital channels

    Tata Steel Corporate awards the digital mandate to Hungama Digital Services

    By A Correspondent

     

    Hungama Digital Services (HDS) announced that it will leverage the communication for Tata Steel Corporate across all its digital channels. HDS has been selected following a multi-agency pitch as the Digital Agency on Record (AOR).

     

    Carlton D'Silva

    Commenting on the win Carlton D’Silva, CEO and CCO, Hungama Digital Services states, “Tata Steel Corporate giving us the mandate  to assist them in this digital journey is a great responsibility as well as a huge moment of pride for the entire HDS family. To be associated with the world’s second-most geographically-diversified steel producer, operating in 26 countries and having a commercial presence in over 50 countries, in itself is an immense learning opportunity for us and we are all-set to deliver clutter breaking ideas with progressive communication.”

     

  • Conceptualised by Enormous, Jaquar's new film redefines the experience of bathing thus highlighting the brand as a premium global bath brand

    Jaquar rolls out new film with Enormous

    By A Correspondent

     

    In line with Jaquar’s leadership position, Enormous has crafted a campaign with an aim to re-create awareness of the brand among the premium audience with global sensibilities. The film titled, ‘Rain’ revolves around how one shower can help consumers relieve their all-day stress.

     

    Said Sandeep Shukla, Chief Marketing Officer, Jaquar: “Connect brand Jaquar with consumers having global sensibilities and aspirations. We wanted out of the box idea which  re-creates the magic of re-discovering bathing.  We wanted to induce Jaquar bath spaces as individual’s personal sanctuary to wash away the stress of one’s day to day life.”

     

    Added Ashish Khazanchi, 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.”

     

    Ajay Verma, Managing Partner, Enormous said, “Jaquar as a brand has been a pioneer over the years. We wanted to set the brand apart from the category paradigm of ‘Girl in the bathroom’. The idea was to pivot the brand around a relevant insight of Shuddhi  and the execution was planned in a way that clearly sets up the brand right at the top – One that re-defines the bathing experience.” The film is shot in Budapest and post-produced in Poland.

     

  • The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat

    Gatorade kicks off new campaign with ‘Sweat It To Get It’

    By A Correspondent

     

    In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’. Gatorade has created a vending machine that senses your body heat before dispensing a Gatorade. The machine encourages users to first work up a sweat by doing any physical activity like running or jumping jacks and then stand in front of the machine. If a user is sweating enough, the machine automatically dispenses a Gatorade!

     

    Said Raghav Mehta, Manager, Brand Marketing – Gatorade, PepsiCo India Region: “The brand promise is simple – Gatorade helps replace what you lose in sweat during exercise. This machine not only helps demonstrate that in a fun yet effective way but also explains how exactly the sports drink works for your body.”

     

    Added Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney – the agency behind the idea: “The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids in the process. We used Thermal Imaging to assess a user’s body heat. When it reached a pre-determined threshold, the machine dispensed a Gatorade. So in a way, it knows when you need a Gatorade!”

     

  • A unique endeavour to relive the day-to-day events of the war as they unfolded between December 3 to 16, 45 years back

    Bajaj V commemorates 45th anniversary of 1971 Indo-Pak war with new campaign

    By A Correspondent

     

    Bajaj V continues to share the stories of the invincible INS Vikrant and this time it is with ‘Mission Vikrant 1971: Indo Pak War Diaries’, an initiative that commemorates the 45th anniversary of the war through detailed day-by-day accounts. Every day, for the 14-day war period from December 3 to 16, Bajaj V is presenting an update of the events of that day on the warfront. Along with the key events of each day, Bajaj V will also release a new first-hand account of the war as narrated by the brave naval soldiers who served aboard the INS Vikrant during this period.

     

    The website will host the timeline of events and stories beginning December 3. Each day, the website will be updated with events and stories from the same day exactly 45 years ago. Naval veterans such as Vice Admiral S K K Krishnan, Rear Admiral Ramsagar, Rear Admiral S K Gupta, Rear Admiral MediomaBhada, Lt Narula, Lt. Cdr. Avatar Singh, as well as families of Late Vice Admiral Swaraj Prakash & Late Admiral S M Nanda among others have contributed these stories.

     

    Commenting on the initiative,Sumeet Narang, VP, Marketing (Motorcycles), Bajaj Auto Ltd said: “The 1971 war was a momentous occasion in Indian military and political history. Bajaj V, the bike that contains the metal of the invincible INS Vikrant, salutes the brave-hearts who put their lives on the line to serve the country. We feel their stories of valour should be told… This initiative also has a unique personal touch, as these are not just historical facts, but real stories as experienced by those who fought in the war on board the INS Vikrant.”

     

  • Campaign highlights Myntra’sextensive range of sportswear

    Myntra launches new campaign advocating Sports

    By A Correspondent

     

    Myntra has kicked off a category focused campaign showcasing its depth and range of sports apparel and footwear. The fashion major has created a one stop destination for sports attire – a curatedselection of apparel, footwear and accessories for sports enthusiasts.

     

    The campaign also seeks to leverage and showcase the platform’s expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.

     

    The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60 second edits, establishes Myntra as the de facto destination for sportswear.Inan era were fitness and health are starting to gain prominence, the Myntra Sport campaign encourages customers to get on their feet and pick a sport of their choice.

     

    Commenting on the campaign, Gunjan Soni, CMO & Head – International Brands Business, Myntra said, “Sportswear has been growing at 45% YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign. “

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn’t be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”

     

  • Youth icon Virat Kohli talks about making little moments memorable in a kurta

    Virat Kohli endorses ‘New Beginnings’ for Manyavar

    By A Correspondent

     

    Manyavar, leading brand in men’s ethnic wear, has recently launched its new ad campaign ‘New Beginnings’. The campaign encapsulates the very spirit of Manyavar – a brand that aims to celebrate every occasion in life, be it weddings, festivals or even small beautiful moments that are usually overlooked by us. Hence ‘New Beginnings’ with Virat Kohli, the brand ambassador for Manyavar, inspires to celebrate life and savour every moment.

     

    Dressed in a red kurta, Virat talks about wearing a kurta to make his moments special, like making a cup of tea for the first time. Though the first tea may not be up to the mark, wearing a kurta definitely makes the occasion memorable.

     

    Speaking at the launch of campaign, Shilpi Modi, Director, Manyavar said: “True to our spirit this campaign is about rejoicing every moment in our lives –bringing back the joy and excitement of living that we often miss out in today’s busy times. It is also an attempt to inspire youth to rediscover themselves and reconnect with their traditions. A kurta symbolises positivity and celebration that is the essence of our culture.”

     

  • … says Suparna Mitra, CMO, Watches & Accessories, Titan on the launch of new safety trigger-equipped Sonata ACT watches (text+video)

    Great looks, with safety…

     

    By Santosh Jangid

     

    In March this year, Titan Company announced that a unique watch was in the works that would offer safety for women. Sonata, the mass market, sub-Rs 2k brand of the Tata’s Titan Company was working on a relatively low-priced watch that could trigger a distress alert to pre-determined set of people.

     

    On Friday, CEO S Ravi Kant and CMO Suparna Mitra – both of the watches and accessories division of Bengaluru-based Titan were in Mumbai to unveil the watch – called Sonata ACT, ACT standing for App-Enabled Coordinates Tracker.

     

    The watch’s makes use of custom-made technology and will interface with the user’s smartphone to trigger distress alerts to a network of designated recipients when needed.

     

    Sharing insights on Sonata ACT, Kant said, “The Indian woman continues to evolve with the changing times. As she faces new challenges and responsibilities, Sonata is proud to present a unique offering for the new-age Indian women. With Sonata ACT, we are extending our offering to women and girls who are seeking new opportunities and are empowered to chase their dreams.”

     

    Sharing her views about the product, Suparna Mitra – Chief Marketing Officer, Watches and Accessories, Titan company Limited said, “Today we launched Sonata ACT. ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year and half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.”

     

    Priced between Rs 2,749 and Rs 2,999, the watch will be available in three variants through World of Titan stores, large format stores like Central, Pantaloons and Shopper’s Stop, authorised dealers and on the company’s website.

     

    Sonata ACT TVC Link: https://www.youtube.com/watch?v=OVp_exwO7lU

     

    We also caught up with Suparna Mitra -  Chief Marketing Officer, Watches and Accessories, Titan Company Limited on the company’s marketing strategy and more

     

    On the product:

    We have launched Sonata ACT…  ACT stands for App Enabled coordinates Tracker. This is a different and totally unique product. It’s a great-looking watch that has a safety feature embedded. It’s a regular watch but at the 8’o clock place there is a button in case of any kind of situation where the women owner of the watch needs help she can press the button twice and the watch is paired with an app and selected 10 guardians immediately get informed of the fact that she is under some kind of situation and they can reach out and help her. This watch has been conceptualised and executed over the last a year-and-a-half with a single objective of trying to do a little bit to solve the Indian women’s concern over safety  and as she goes about the world doing what she has to do as a working women and as a home maker, women need to be out and about and there are issues and concerns about safety and this watch is an enabler and a partner in her progress.

     

    On the decision to arrive at a sub-Rs 3000 price point:

    We thought of this as something that Sonata has to offer which is our mass volume brand. Sonata sells 4.5 million watches every year and so there are 4.5 million Indian consumers who are buying. Smart technology or connected watches typically are coming at very high prices but we were very conscious that this need is not a need of people or women who are at the upper end of the society but in fact the need is greater with middle class women and it is very important that if we are making such a product it needs to be at a very affordable and accessible price. We have three versions all of which are under three thousand rupees. We didn’t want a situation where a woman says, I really like the idea, this is very useful to me but I simply cannot afford because it is priced at 15,000 or 20,000. So Rs. 3000 is still a stretch for many of our sonata consumers but given the technology and utility it was something that we felt was a sweet price point that really opens up and allows a lot of women costumers to access this product.

     

    How Sonata is different from Titan, since they are produced by the same company:

    Sonata is a large volume brand. It operates at price points between five hundred to three thousand rupees. Sells a lot in both men and women in small towns and large cities. Titan is our mid market to premium brand. Its price point start from a little less than Rs 2000 and go up to about Rs 25,000. Titan is a more premium brand and has many shades of styles but it also has many sub-brands like Raga, Octane and all of these have their own unique facets.

     

    Change in marketing strategy for various brands:

    We go from the consumer out and that is the best way to keep it differentiated. We start with the Titan consumer and then we look at what the consumer’s needs are with respect to products, differentiated designs, technology, etc. Similarly with Sonata, we start with the consumer and the more clear we are about who the consumer is we are serving the more automatically the differentiation comes in both the products, marketing and communication. From a positioning point of view and from a media choice point of view it changes. In this particular TVC that we have created for Sonata ACT, it is going to be all the general entertainment channels, mass genres, regional channels, heavy investment and for Titan we advertise at the airports because that consumer is exposed to a different set of media.

     

  • The film chronicles Adhuna's Bollywood journey and depicts how each character in the films that she has styled

    BBLUNT unveils its first-ever Bollywood-inspired music video

    By A Correspondent

     

    Over the last decade-and-a-half, BBLUNT has played an integral part on the increasingly stylised look of stars in Bollywood films. This year BBLUNT took its vision even further with Kareena Kapoor-Khan revealing its salon in a box through the mega launch of its High Shine Crème At-Home Hair Color – Salon Secret.

     

    Now Adhuna Bhabani, Founder and Creative Director, BBLUNT, along with seven of India’s top beauty bloggers star in BBLUNT’s first-ever Bollywood-inspired video. The video, a journey back in time that strings together four of Bollywood’s blockbuster, fan-favourite films, showcases what inspired BBLUNT to create these seven stunning shades.

     

    The film chronicles Adhuna’s Bollywood journey and depicts how each character in the films that she has styled, drove her inspiration and enthusiasm to create the perfect shade accompanied by the perfect shine for the new hair color range. Adhuna recreates some iconic looks designed by BBLUNT on seven of the country’s most leading lifestyle and beauty bloggers like Miss Malini as Kareena Kapoor from Don, Shifa Merchant and Jas Sagu as Preity Zinta and Sonali Kulkarni respectively in Dil Chahta Hai, Juhi Godambe and Aayushi Bhangur as Katrina Kaif and Kalki Koechlin respectively in Zindagi Na Milegi Dobara, Stephanie Timmins and Madhura Bhogale as Priyanka Chopra and Anushka Sharma respectively in Dil Dhadakne Do. The CAG are seamlessly paced and imaginative, offering viewers a peek into the founder’s mind.

     

    Said Harshil Karia, Founder and Creative Director, Schbang and the brain behind this fun short film: “It was such a fantastic experience working on this advert. It isn’t every day that you get to recreate the sets of iconic films and pay homage to them while using their original soundtracks! We tied up with Shaun Kolah once more to direct this for us and got Famous Animation on board for the special effects. From a campaign standpoint, the message doesn’t get any truer than this. Salon Secret High Shine Crème Hair Colour is truly a revolutionary product and it encapsulates the brand’s years of experience on sets and the salon floor to create India’s foremost hair colour with Shine Tonic in a box at an unbelievable price. This campaign is designed to compress that journey, giving consumers a glimpse into the work that’s gone into creating this hair colour.”

     

    Thomas Dawes, Creative Director, Godrej Consumer Products Ltd. said, “After the phenomenal success of our recent Dry Shampoo #DirtyLittleSecret we knew we had to do something huge to celebrate the launch of our at home hair colour, Salon Secret. So we decided to create a film that celebrates the thing that most people know BBLUNT for – Bollywood!!! We identified the top bloggers in the country whose personalities were an ideal match to the iconic star they were playing, with Adhuna recreating these iconic looks once more… then we sprinkled a little bit of magic. This is going to blow your socks off!”

     

  • The campaign is backed by a survey commissioned by Pampers in association with AC Nielsen across India's top metro cities

    Pampers emphasises on the role parents need to play in #ItTakes2

     

     

    Understanding that parenting is an uplifting and rewarding experience in itself, diaper major Pampers has launched its latest campaign #ItTakes2. The effort is backed by a survey commissioned by Pampers in association with AC Nielsen across India’s top metros. The Pampers ‘It Takes 2’ Survey held with 432 parents in total, popped up some startling facts on parental behavior: revealed startling facts on parental behavior, appended: –

    The campaign is also backed by a survey commissioned by Pampers in association with IPSOS in 2016 which highlights that 97 per cent doctors believe that both parents must be involved for the baby’s development.

     

    Commenting on the survey, a P&G Spokesperson said: “Pampers has always held Babies at the Centre of the Brand, and truly strives for the Happy, Healthy Development of babies. The Nielsen survey brings forth the fact that a happy, healthy baby needs active participation from both Mom and Dad, right from Day 1. The IPSOS survey suggests that paediatricians and child psychologists also agree that involvement of the mother as well as the father towards baby care has a direct correlation towards better cognitive and social development of the baby. The results thus, pose a very interesting question to all the young parents out there, If #ItTakes2 to make a baby, shouldn’t It Take 2 to raise a baby?”

     

  • The campaign features brand ambassador Vidya Balan

    Nihar questions culture of beauty stereotyping in campaign

     

     

    Nihar Naturals Coconut Hair Oil has launched its latest campaign challenging the culture of beauty stereotyping ingrained in society.

     

    Women are often subjected to perceptions of being ‘more capable’ or ‘less capable’ based on their physical appearance and their choice of hairstyle. Nihar Naturals has always been at the forefront of challenging stereotypes. In 2015, Nihar partnered with Neilson to launch a nationwide study #IAMCapable, to build awareness amongst women about this culture of beauty stereotyping. The report drew attention to the biases faced by Indian women today – 64 per cent of Indian women have agreed that judgments passed on them have affected their ability to reach their true potential.

     

    Leveraging the platform further, BBH has conceptualised and executed the latest campaign, which reiterates Nihar Natural’s brand purpose and takes the conversation a notch higher. Featuring long-term brand ambassador Vidya Balan, the campaign drives a strong message that a woman’s capability should not be judged based on the choice of her hair style.

     

    Speaking on the campaign, Anuradha Aggarwal, Chief Marketing Officer at Marico Limited said: “Over the years Nihar Naturals through its various campaigns has communicated that a woman’s hair cannot be a parameter of judging her or her capability in anyway. In each campaign, the brand has talked about a new aspect in which women are judged. This year’s campaign talks about how beautiful hair is not a sign of a woman’s capability, it is only a sign of a potent hair oil.’”

     

    Said Subhash Kamath, CEO & Managing Partner, BBH India:  “Nihar Naturals is one of Marico’s most successful and fastest growing brands and we’ve been proud to be partners on its journey. The hair care category is a very competitive and cluttered one. So it’s quite a challenge to create a differentiated brand idea. Happily, we’ve been able to do that for Nihar. It’s not just a hair oil but a tongue-in-cheek social commentator too, a strategy that’s worked very well for the past 6 years.”

     

    Added Rajesh Mani, Executive Creative Director, BBH India: “Nihar Naturals has, over the years, taken a humorous dig at societal judgements on women’s hair and equating it with their capability. So the TVC is like a playful theatre of the absurd. The photo studio and the changing of backgrounds according to a woman’s hair style bring about the subconscious judgements that people make about women. And our brand ambassador Vidya Balan has essayed a wonderful role to bring the idea alive. All credit to the director E Suresh of Eeksaurus for a superbly art directed film. His craft took the film to the next level.”

     

  • The entire #HealthKaNotification campaign is being handled by WATConsult

    Bajaj Allianz launches digital campaign to raise awareness about health insurance

    By A Correspondent

     

    Bajaj Allianz General Insurance has launched a new digital campaign #HealthKaNotification, to create awareness about the importance of Health Insurance amongst consumers. The one-month campaign aims at educating consumers about the importance of paying attention to their health.

     

    Conceptualised and executed by WATConsult, the campaign was unveiled with a video featuring an interesting fictional conversation amongst the organs of our body on a WhatsApp group.

     

    The unique vertical video consists of quirky messages among the different organs of the body like liver, lungs, lips, eyes, brain and heart about their owner – Rahul.

     

    Rajiv Dingra

    Commenting on the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, “With the trend of vertical video emerging, we decided to use it for this campaign. The format is true to the user’s experience on mobile as it fits across the screen, thus providing a seamless experience. In the next phase of the campaign, we will using a lot of features that are native to platforms like Facebook.”

     

    Speaking from Bajaj Allianz General Insurance, Sourabh Chatterjee, Senior Vice President and Head of Technology, Digital Sales & Marketing said “We believe in constantly enhancing customer experience and providing value to our customers through targeted information – that is relevant and something that they can easily identify with. As a platform, Social Media has been a powerful tool for us, where we have run campaigns with social messages and ones where the content is packaged in such a way that it is easily understood by our target audience. This is our humble attempt at saying ‘we care’ and in taking our customer relationship beyond the realm of only providing insurance solutions. It truly embraces our motto, which is – ‘Relationship beyond Insurance’.”

     

  • The programme will enable digital agencies, marketers and specialists access native and digital advertising across the Times Internet’s universe

    Times Internet launches ‘Partner Program’ to boost digital growth for agencies

    By A Correspondent

     

    Times Internet has announced the launch of the ‘Times Internet Agency Partner Program’. The programme is designed to empower independent full-service and digitally focused agencies all over India. From certification to recognition, from technical knowhow to client satisfaction, it will empower professionals to discover new ways to grow their businesses.

     

    Said Gulshan Verma, Chief Revenue Officer, Times Internet while talking about the launch, “Today more than 400mn Indian users are on the internet, making it the platform of choice not only for the largest marketers, but also for hundreds of thousands of businesses that operate it. They depend on partners like AdGlobal 360 and Logicserve to aid their operations. They also depend on partners like Spiral Content Solution to create content that resonates with the consumers. We are very happy to have them as the founding partners of the Times Agency Partner Program”

     

    Speaking on their association with Times Internet and the Times Internet Partner Program Rakesh Yadav, CEO Adglobal 360 said, “AGL has seen good value for its clients by running certain types of campaigns on Colombia. This new innovative platform from TIL has good future and we want to leverage it for the benefit of our clients. We believe that as platinum partners, we will be able to offer to our clients, the best this platform can offer.”

     

    Speaking on their association with Times Internet and the Times Internet Partner Program, Prasad Shejale, CEO Logicserve Digital, Co-Founder Couponraja and Compareraja said, “Today, content is the king; so reaching the content consuming audience is the key. Hence, the right content partner is important and TIL inventory backed by Columbia came as an obvious choice. Colombia helps us with reaching the content consuming audience and influence them. Its flexible interface and premium inventory supports in making the campaigns a success. The interest level targeting enables us to reach out to a wider range of consumer. Colombia is a smart marketing platform for native ads and Logicserve Digital is very excited to be partnering with TIL to deliver great value to our digital media clients.”

     

    Speaking on his association, Rajan Srinivasan, Founder and CEO Spiral Content Solution said: “Scatter is happy to partner with Colombia. This works really well for our clients as we bring together the best in the content creation and content distribution through Scatter and Colombia respectively. Because even the best content means nothing if it can’t be discovered.”