MxMIndia

Category: MARKETING

  • The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey: #RideDontHide

    Bajaj Avenger urges fans to ride and acknowledge true wealth

    By A Correspondent

     

    Bajaj Auto has unveiled a new campaign that urges Indians to discover true wealth (and not just the materialistic stuff that has come to the fore post-demonetisation). Commenting on the need for the film, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetisation took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.”

     

    The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey, namely #RideDontHide. It begins with a statement on the immense wealth that the protagonist, or rather the rider, possesses as he makes his way across amazing trails in the country. Agreeing that his wealth is stashed away across many places, he makes his way to those locations much to the curiosity of the viewers. He eventually leads viewers to the natural wealth that’s abundantly available like the greenery, blue waters, bright yellow leaves, white snow etc. He eventually confesses that he is indeed wealthy beyond measure but none of it is black. Thus every ride that one embarks on makes him richer; richer by newer experiences.

     

    Commenting on the film, Ayyappan Raj, EVP-Mullen Lintas Mumbai said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

     

    Highlighting the creative thought process behind the campaign, Shriram Iyer, NCD, Mullen Lintas said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

     

     

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group.It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Groupis one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage),video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. MullenLowe Lintas Group was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). Recently, the group was declared the Effie Agency of the Year for 2015 in India & also the APAC Effie Agency of the Year 2016.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact: 

    GolinOpinion                                                  MullenLowe Lintas Group

    Aparna Mehrotra                                          Johnson Napier

    +91 9969623947                                            +91 9892981600

    aparna.mehrotra@golinopinion.in             johnson.napier@mullenlowelintas.in

     

  • The soft drink will start TVC, ATL, BTL and digital campaigns featuring the 'Pink' and 'Baby' star

    Manpasand Bev ropes in Taapsee Pannu as brand ambassador for ‘Fruits Up’

    By A Correspondent

     

    Manpasand Beverages Limited has roped in actress Taapsee Pannu as brand ambassador for its ‘Fruits Up’ brand. The soft drink will start TVC, ATL, BTL and digital campaigns featuring Taapsee.

     

    Speaking on this, Dhirendra Singh, CMD of Manpasand Beverages Ltd. Said: “We are happy to be associated with Taapsee Pannu to represent our ‘Fruits Up’ brand. Taapsee is a versatile actress and connects well with our ‘Fruits Up’ brand which symbolises unconventional and innovative fruit juice and fruit juice-based carbonated drinks.”

     

    Said Taapsee: “I am really excited to be associated with Fruits Up, which is a very unique and innovative product. It has high content of natural fruit juice which makes this drink amazingly tasty and gives health benefits over other carbonated drinks.”

     

  • During the survey the Majestic Research enumerators are going to interview more than 10,000 guests spread across 69 properties owned by MPTDC Ltd as per the survey mandate

    Majestic Research Services bags MP Tourism mandate to check customer satisfaction

    By A Correspondent

     

    Madhya Pradesh State Tourism Development Corporation Ltd has mandated the recently BSE-SME listed Majestic Research Services and Solution Ltd to conduct customer satisfaction survey at all its locations across all seasons.

     

    During the survey the Majestic Research enumerators are going to interview more than 10,000 guests spread across 69 properties owned by MPTDC Ltd as per the survey mandate.

     

    Expressing pleasure at being shortlisted and selected to undertake the survey, Raj Sharma, Chairman- MRSS said, “In the last couple of years, in conjunction with FICCI, we have launched several reports viz. UPTM 2016, GITB 2016 and MICE 2016 establishing ourselves in the ‘Tourism’ space. The MP Tourism study is a step forward in that direction and should trigger a number of similar projects in the coming few quarters.”

     

    As per the tender norms by MP Tourism, the study would evaluate the satisfaction levels of guests at the units with their demographic profile owned by it or directly under its governance within a four month time frame.

     

  • The agency will handle Deepa's brand endorsements, commercial engagements, social & digital media and appearances

    Cornerstone Sport signs Deepa Malik as brand ambassador

    By A Correspondent

     

    Indian para-athlete and Arjuna awardee Deepa Malik has signed with Cornerstone Sport. The Mumbai-based agency, which exclusively manages athletes such as Virat Kohli, AjinkyaRahane, Sunil Chhetri including many others – will handle Malik’s brand endorsements, commercial engagements, social and digital media and appearances.

     

    “I am happy about the association with Cornerstone. It’s a company that has a great legacy of managing top sports titans and for them to come forward to assist me comes as a huge celebration of Para sports as a mainstream sport. For them to invest time in a wheelchair athlete and saluting her achievement highlights their inclusive nature,” said Malik.

     

  • The third digital campaign after two successful digital campaigns currently engaging consumer on social media

    Asian Paints unveils #Daagsekyadarna campaign on Youtube

    By A Correspondent

     

    Asian Paints has unveiled its online campaign for Apcolite Advanced Emulsion. The commercial addresses consumers’ fear of walls getting dirty due to various factors including spilling or any form of stain that can cause accidental ruin to the walls.

     

    Said Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd: “The film taps into the widespread belief that once there is a stain on the wall, it stays permanently and therefore one has to be cautious in order to avoid their beautiful walls from getting dirty. Now gone are the days of living in the fear of kids making the house a playground or guests spoiling the walls. With the application of Apcolite Advanced emulsion with Advanced stain guard, the cleaning of the walls becomes a cake walk and is the perfect choice for the high traffic areas of the house as well.”

     

  • Understanding the high level of cash dependency in India, the campaign is based on the theme – Chodo kal Ki Baatein

    Span Communications wins media mandate of Ministry of Finance

    By A Correspondent

     

    Span Communications has won the 360-degree media campaign for the Ministry of Finance, Government of India focusing on demonetization and making India a cashless economy.

     

    Understanding the high level of cash dependency in India, the campaign is based on the theme – Chodo kal Ki Batein, highlighting the ease of digital transactions through various platforms and moving with the times. Actor Ajay Devgan has participated in the campaign and urged the public to push digital and e-transactions to the forefront, making e-banking, e-wallets, and other transaction apps more prevalent.

     

    Said Naresh Khetrapal, CEO Span Communications: “We live in a country where cash is king. Considering the demographics of India, the campaign will help create awareness about cashless transactions among the masses and embrace the new methods of payments in the digital era. It is indeed a proud moment for Span Communications to be associated with the Ministry of Finance, Government of India in its attempt towards building a cashless economy.”

  • The campaign titled 'America's biggest secret’ saw over 50,000 registrations within three days of its launch

    Blink Digital unveils KFC’s new product in India

    By A Correspondent

     

    Digital agency Blink Digital has devised a gamified route for launching KFC’s latest product from America, here in India. By creating a microsite, the digital agency took gamification to the next level by asking participants to unlock the biggest secret to discover KFC’s latest product launch. The objective behind creating the microsite was to enable secrecy and build hype around the launch of the product. The campaign titled ‘America’s biggest secret’ saw over 50,000 registrations within three days of its launch.

     

    Speaking about the campaign, Dooj Ramchandani, Co-Founder & Creative Director, Blink Digital, said, “With time and attention at a premium, consumers are increasingly looking for fun and engaging activities that can offer add-on achievements. With this campaign, we wanted to challenge our consumer to be an agent and uncover ‘America’s Biggest Secret’ while fostering a more meaningful connection to the product being launched.”

     

    Added Luiz Ruiz Ribot, KFC India’s Chief Marketing Officer: “In order to create intrigue around a new KFC launch, we created a unique game based on the current fascination towards all things American, from the oval office to Hollywood. At the end of the game, consumers discover that the biggest American secret being revealed is a cult-like following chicken recipe from Nashville which we are now launching in India. This interactive way of pre-launching KFC’s new Nashville chicken is truly addictive and a great way of keeping users hooked.”

     

  • The digital video highlights the importance of confidence in a young woman's life

    Parachute Advansed Body Lotion unveils a new campaign

    By A Correspondent

     

    Parachute Advansed Body Lotion (PABL) has launched its latest digital campaign. The digital video portrays how society comments on the choices the modern day woman makes. It begins with people along the street ogling at a girl wearing a short skirt, to another girl wearing a sleeveless tee-shirt. It transitions to the next scene where the girl is advised to cover herself with a ‘dupatta’ as the voiceover goes – “Sunoh, issey dupatta pehnao”.

     

    The campaign then portrays different scenes, wherein the modern woman faces scrutiny. From wearing backless clothes, to revealing dresses, to tops that attract attention, the judgement keeps pouring in. It ends with a girl being judged for wearing ‘aunty wale kapde’ as she dresses conservatively, and finally a woman wearing traditional clothes rides away on a motorcycle as the voiceover goes – “zyada bano mat…zyada tano mat”. Through the subtle sarcasm, the campaign communicates that the judgement of society should never stop women from being their real selves, rightfully capturing the essence of PABL.

     

    Commenting on the launch of the digital campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “With this campaign, PABL reinforces the belief that she has the freedom to wear what she wants and be truly confident in her skin, both literally and metaphorically.”

     

    Said Suraja Kishore, National Head Planning, McCann: “India is changing. At the heart of the change are its women. When we met with women across big and small towns we realised that women have changed, society has not. The revelation was that women are making changes despite odds and social hypocrisy. They are increasingly becoming comfortable and confident with their new-found identities and newer roles. In a culture like ours brands have to move on from being an ‘enabler’ to a ‘believer’. Parachute Advansed Body Lotion believes in the fact that today’s women are confident in their skin. They are confidently wearing what they please. As a believer brand we are celebrating this new narrative and we are certain this will bring the brand closer to our consumers.”

     

  • Chrome Hotel Track covers 156 Five Star Hotels, as well as 203 Four Star and 257 Three star Hotels spread across India

    Chrome DM unveils Hotel Track for broadcasters

    By A Correspondent

     

    Chrome Data Analytics and Media has launched Hotel Track for Broadcasters and Distribution Service Providers to track their channel availability across premium hotels in India.

     

    Chrome Hotel Track covers 156 Five Star Hotels, as well as 203 Four Star and 257 Three star Hotels spread across India. With the tool, broadcasters can get access to the following insights: channel availability, competition channel availability, neighbourhood insights, total rooms and average room occupancy, OTS Insights for your channel versus competition.

     

    Speaking at the launch, Pankaj Krishna, founder and CEO, Chrome Data Analytics and Media said, “Chrome Hotel Track is a platform for broadcasters to monitor their channel performance in the hotel sector, which makes up for a large chunk of their viewership but goes ignored. Hotel Track will fill that gap.”

     

     

  • Yellow Diamond is the brand of Prataap Snacks, which has a diversified portfolio of savoury snacks

    Yellow Diamond unveils new campaign featuring superstar Salman Khan

    By A Correspondent

     

    Yellow Diamond has rolled out a TVC campaign “Dildaar Hai Hum” featuring Indian Bollywood celebrity Salman Khan. Yellow Diamond is the brand of Prataap Snacks, which has a diversified portfolio of savoury snacks which includes extruded snacks, chips and namkeen in varied range of flavours that caters to the Indian taste buds.

     

    The commercials begin with a musical shot which opens with a funky guy sharing a selfie while eating snacks and actor Salman Khan appears and detests his way of sharing. The actor then whistles and a troop of dancers appear, dressed in sportswear. The actor then explains the meaning of sharing by showing his quirky dance moves on “Share karo toh dil se” soundtrack. This soundtrack is the recreation of the song “Selfie le-le re” from Bollywood movie, Bajrangii Bhaijaan.

     

    Said Amit Kumat, MD and CEO, Prataap Snacks: “Through this TVC, we have tried to convey the age old message that ‘Sharing is caring’, with the entire TVC campaign focusing on sharing. With “Dildaar Hai Hum” as our brand philosophy, we aspire to be loved and accepted by our consumers. The TVC concept brings this out in a lively and humorous way. The presence of superstar Salman Khan is the major highlight of the TVC campaign which contributes towards creating a mass appeal for our brand and products.”

     

    Speaking about the conceptualisation, Arun Iyer, Chief Creative Officer, Lowe Lintas said: “The campaign thought of ‘Dildaar hain hum’ is specifically directed towards the youth who are highly influenced by technology today. One trend that the youth are addicted to is sharing and posting activities on social media platforms. The video film urges the youth to drift away from this habit of being obsessed with only digital media and rather focus on sharing other aspects of life that are more meaningful. This is because ‘real sharing digital se nahin, dil se ki jaati hai’. We believe this trait will be well-accepted and adopted by the consumers and will ensure that the Yellow Diamond brand finds its place in the hearts of the consumers.”

     

     

  • Conceptualised by The Glitch, the tagline 'We Get It Done' smartly encapsulates the core brand tenets ofexpertise, dynamism and reliability

    Haptik 5.0 app relaunches with a 360-degree ad campaign

    By A Correspondent

     

    Haptik, a personal assistant app and first conversational commerce platform. launched version 5.0 of the app and chose to do so with a 360 campaign with print, outdoor, digital and TVC ads. Conceptualised by The Glitch, the ad highlights a day in the life of a Haptik user. An assembly line of part-human, part-robot assistants, robed in slick suits, choreographed to perfection to an upbeat tune, ensure user’s every wish is fulfilled in a jiffy, which mirrors the exceptional customer experience offered by Haptik through swiftness of service, that is sure to turn every new user into a loyalist.

     

    Speaking about the re-launch, Aakrit Vaish Co-Founder & CEO at Haptik says, “I believe a great video is critical to the success of a consumer internet product marketing campaign. Since the start of the company, I have personally tried to get one made and failed 5 times. Finally, we have one that resonates with everything the brand stands for and we can all be proud of. The Glitch team has lived up to our high expectations as a true video first agency, and we are very excited about using this asset for a long time to come.”

     

    Adding more about the campaign, Petal Gangurde, Creative Director at The Glitch said, “To build the Haptik brand story we chose young, vibrant, urban style cues that demonstrate the fundamentals of technology-driven, efficiency-focused service excellence, while indulging the cool quotient. Therefore, brand communication drives home the role Haptik plays in our lives – Haptik is the intelligent, intuitive assistant you have always dreamt of – the kind that works round-the-clock; simplifies your life and always has your back. The campaign creatives in print and outdoor, also plays a key role in demystifying the lifestyle management value proposition of the app while also showcasing its benefits and ease of use.”

     

  • Partnership provides Indian advertisers expanded access to a booming mobile gaming industry

    InMobi and Tapjoy forge partnership in India

    By A Correspondent

     

    InMobi has announced that it is partnering with Tapjoy, a leading platform for mobile advertising and app monetization, to monetise Tapjoy’s inventory in India.

     

    Mobile gaming continues to see growing adoption in India. According to a report by Nasscom, mobile game downloads are expected to grow at a CAGR of 58 per cent over the next five years, touching an estimated 5.3 billion downloads in 2020.

     

    Capitalising on this trend, InMobi’s partnership with Tapjoy presents a robust opportunity for Indian advertisers to enhance their reach to a wide selection of global mobile gaming apps. Tapjoy has 40 million unique users in India across popular mobile games such as 8 Ball Pool, Criminal Case, Shadow Fight 2, and Subway Surfers, and advertisers will be able to expand their reach beyond InMobi’s 135mn unique devices in India through access to Tapjoy’s India inventory.

     

    Tapjoy’s Interplay ads help marketers connect with a qualified audience in premium apps.  Tapjoy offers a complete suite of advertising products including engagement-based ad experiences like video and gamified rich media, as well as performance-based ad solutions to drive a direct response, grow advertisers’ consumer base, and increase in-app engagement.

     

    “We are excited to be Tapjoy’s exclusive monetisation partner in India.  Mobile gaming is growing at an exponential pace in India and through this partnership we are bringing the best of global mobile gaming inventory to advertisers in India who want to reach high quality users,” said Vasuta Agarwal, VP and GM India, InMobi.

     

    “InMobi is a fantastic partner for Tapjoy in India thanks to it’s long-standing reputation for delivering high-quality mobile advertising solutions for local performance advertisers and brand agencies,” said Paul Longhenry, SVP of Strategy, Business and Corporate Development for Tapjoy. “Our international game studio partners are seeing very strong growth with Indian consumers and we’re excited to work with InMobi to ensure those audiences are presented with highly engaging rewarded ads from their favorite local brands.”