MxMIndia

Category: MARKETING

  • The total outlay for the campaign is Rs 5 cr. In addition to TV, the message will also be promoted across digital and social platforms like Google, YouTube, Facebook

    Christmas is for everyone, says Pepperfry ad

    By A Correspondent

     

    Furniture and home marketplace Pepperfry has launched a new marketing campaign encouraging Indians to celebrate the joyous festival of Christmas. Through this campaign, Pepperfry.com seeks to bring about a change in the consumers’ mindsets by expanding the scope of celebrating Christmas beyond the conventional parameters.

     

    The TVC consists of one creative execution to be aired across a bouquet of entertainment, movies, English infotainment, and lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The total outlay for the campaign is Rs 5 cr. In addition to TV, the message will also be promoted across digital and social platforms like Google, YouTube, Facebook.

     

    Talking about the TVC, Debarjyo Nandi, Senior Vice President, Law & Kenneth Saatchi & Saatchi, said, “Christmas is not for one community or for a particular age-group, it is a time of the year where the merry spirit infects everyone. But there are still many who still restrict celebrating Christmas to only gifting for kids. The objective was to find a way to make Christmas relevant to everyone. We have used gifting furniture as an excuse to make Christmas more inclusive with the message ‘Christmas is for everyone’.”

     

    Commenting on the new campaign, Kashyap Vadapalli, CMO Pepperfry, said,“In the last four years we have seen that there is high interest in the home and furniture category during the holiday and Christmas season. Conventionally people have been celebrating Christmas within the traditional confines of gifting for children, we thought of extending it across all consumer segments, by bringing in the furniture shopping and gifting angle, which includes adults of all ages.”

     

  • Titled "Load Mat Lo", the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist

    Get rid of the load on your head, emphasizes Bajaj Almond Drops in latest campaign

    By A Correspondent

     

    In today’s fast paced world, people have the tendency of taking a lot of unnecessary load in their lives. These range from mundane worries like travelling woes, what to wear when going out, need to be visible on social platforms, etc. to the more worrisome ones like extreme stress at work, health & financial woes etc. All these worries do take a toll on individuals who are often left wanting for a way out.

     

    This insight was the inspiration for Mullen Lintas Mumbai’s new campaign on Bajaj Almond Drops Hair Oil. Titled “Load Mat Lo”, the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist.

     

    Commenting on the thought process behind this campaign, Ameya Dangi, Head of Marketing – Bajaj Corp said: “People don’t like oiling their hair regularly because they find some oils to be extremely sticky, chip-chipa and heavy, a feeling which they dislike. It is like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light & non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea “Load Mat Lo” brilliantly works on this very relatable insight of “unnecessary worrying” in the context of hair oiling and Bajaj Almond Drops.”

     

    The film titled ‘Load Mat Lo’ begins with the protagonist, in this case brand ambassador Parineeti Chopra, being told by her partner about the hair oil that he has shopped for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil in one’s hair. But with Bajaj Almond Drops, the feeling is just the opposite as it makes one feel light and easy. All this with the brand being fortified 300 per cent more with Vitamin E.

     

    Highlighting the strategic insight behind the film, Ayyappan Raj, EVP-Mullen Lintas said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour including it being the lightest in its category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is was what most people too want from their lives. All these traits have been captured really well in the film.”

     

    Explaining the creative execution behind the film, Shriram Iyer, NCD-Mullen Lintas said, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiator for Bajaj Almond Drops – it being the lightest in its category. This core point has been bought out well in the film where one can really feel the difference in applying an oil that is easy on the hair vis-à-vis the others that tend to make it heavy & sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for oil the next time around.”

     

  • The leading luggage brand has got itself a brand endorser for the first time since inception

    American Tourister appoints Virat Kohli as brand ambassador

    By A Correspondent

     

    Rising cricket megastar Virat Kohli has been named the brand ambassador of the 83-year-old luggage brand, American Tourister. The brand has signed the sportsman to feature in a new integrated marketing communications campaign starting immediately. The new campaign will be publicised in India, UAE, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, Pakistan, Bangladesh and Sri Lanka,  kickstarting in the month of March, 2017.

     

    “We are thrilled to have Virat Kohli on board as American Tourister’s first Indian brand ambassador. Virat is a global youth icon and is the poster boy for all those who thrive on this ability to be ready for anything that life throws at them, be it opportunities or challenges.” said Jai Krishnan, Chief Operating Officer, Samsonite South Asia Pvt. Ltd.

     

    The signing of this cricketer coincides with the launch of new backpack collection by American Tourister for 2017.

     

  • The ad is built on the insight that millennials today are becoming increasingly individualistic and on this bold journey, if they manage to overcome the fear of social stigma, failure etc then nothing can hold them back

    Virat Kohli in new campaign for Royal Challenge Sports Drink

    By A Correspondent

     

    Royal Challenge Sports Drink has unveiled its new campaign starring Virat Kohli that encourages the youth to make bold moves by giving out the message ‘Agar Bold NahiKhelenge, TohKabhi Na JaanPaayenge’’.

     

    Developed by DDB Mudra Group, the new Royal Challenge Sports Drink campaign is built on the insight that millennials today are becoming increasingly individualistic and on this bold journey if they manage to overcome the fear of social stigma, failure etc then nothing can hold them back.

     

    Said Subroto Geed, Senior Vice President – Marketing, at United Spirits Limited: “The purpose of Royal Challenge Sports Drink is to inspire the spirit of taking on life – which is about being bold, stepping out of your comfort zone and making choices that are not defined by boundaries which others create for you. Virat Kohli is one of India’s biggest icons and he truly embodies this bold spirit – both on and off the field. Through Virat we hope to build a strong resonance for the campaign message and build the desire to live bold in the DNA of country’s youth”.

     

    Commenting on the campaign, Sonal Dabral, Chief Creative Officer of DDB Mudra Group added: “These times are full of opportunities for everyone but opportunities also bring insecurities and a paralyzing fear of failure. This is where Royal Challenge Sports Drink comes in. It inspires us to take risks, it inspires us to be unafraid to walk alone. In this TVC, Virat the champion risk taker, questions a world that would havethemrather stay safe than venture into the unknown. The film, inspired by real challenges and Virat’s own exploits as a cricketer, throws the proverbial spanner in the works, questioning the predestined journey we’re on, and signs off by gently suggesting that the path less taken is the only path worth taking. Asking us to play bold. It’s been not only exciting but truly inspiring working on this film”.

     

  • The actor becomes the first Indian actress to be announced Global Brand Ambassador for Pantene

    Priyanka Chopra is Pantene’s new global brand ambassador

    By A Correspondent

     

    Hair care brand Pantene has appointed actor Priyanka Chopra as its new global brand ambassador. Joining an esteemed roster of celebrities such as Selena Gomez, Ellie Goulding, Gisele Bundchen, Priyanka will be the first Indian actor to represent the brand globally.

     

    Commenting on her association with the brand, Chopra said “I’m excited to come on board as the new Global Ambassador for Pantene. Inner Strength is as important for hair as it is for life.”

     

    The actor will be the face of Pantene’s new campaign celebrating the brand’s new formula that claims to make hair thicker and stronger in just 14 days.

     

  • As part of the campaign, Del Monte is also inspiring home bakers to take part in a dessert-making contest in association with 'Home Bakers Guild'

    Del Monte tingles sweet tooth with new campaign

    By A Correspondent

     

    Food and beverage brand Del Monte has come up with a social media campaign called #SweetEscapades that attempts to inspire home chefs, home and professional bakers and the likes to create desserts made using packaged ingredients by Del Monte.

     

    As part of the campaign, Del Monte is also inspiring home bakers to take part in a dessert-making contest in association with ‘Home Bakers Guild’, a popular baking community with over 1.2 lakh members. The Top 10 entries will be chosen by a jury and the winners will be rewarded with goodies from Del Monte worth nearly Rs 60,000. The contest will conclude on December 30, 2016.

     

  • Commuters travelling on all Mumbai metro trains between Ghatkopar and Versova stations can view the 'Chocolate Train'

    Cadbury Chocolate ki chhuk-chhuk gaadi

    By A Correspondent

     

    Mondelez India has launched a marketing campaign to support the launch of Cadbury Fuse, its new premium brand. After the TVC, in-store sampling in 150 + supermarkets, a tie-up with Go Air for inflight sampling and an outdoor display across metro stations and bus shelters across various cities was initiated. Taking “Own the Commute” to a whole new level, the brand surprised commuters with the Mumbai Metro wrap. This included more than 60% dominance of Fuse branding at the Andheri Metro station. Commuters travelling on all Mumbai metro trains between Ghatkopar and Versova stations can view the ‘Chocolate Train’.

     

  • The campaign will focus on increasing awareness about cancer, de-addiction and lethal effects of tobacco

    Lady Hardinge Medical College & Design Theka Launches ‘Cancel Cancer’ campaign

    By A Correspondent

     

    The Ministry of State for Health and Family Welfare has spearheaded a cancer awareness initiative, ’Cancel Cancer’ at Lady Hardinge Medical College in New Delhi. The 360-degree event work has been conceptulised by Design Theka, BVM Design and Media House Pvt. Ltd. The initiative aims to focus on increasing awareness on various lethal effects of tobacco, causes of cancer and the measures taken to control it and with help of rich media will amplify engagement on digital platform to take the cause to the next level.

     

    According to a report released in the year 2013 by the Government of India, in India, the age of one in every five person addicted to tobacco is less than 21 years. The report also mentions that out of 2 crore homeless children in India, 40-70% children come in contact with some or the other form of intoxication. There are many kids falling for some or the other kind of intoxication before the age of 5.

     

    On the occasion, Minister of State for Health and Family Welfare Faggan Singh Kulaste said: “The campaign aims at educating people against the hazards of tobacco that is the root cause of cancer. The government supports this cause. We should actively participate in this noble campaign and contribute in any way possible to bring about the necessary change.”

     

  • A digital campaign – SIP Kiya Kya? – was unveiled along with a series of video and banner ads

    DHFL Pramerica MF targets young investors

    By A Correspondent

     

    DHFL Pramerica MF has unveiled a digital campaign to reach out to young investors with a series of video and banner ads urging them to invest in an SIP. Developed inhouse by the marketing team, the campaign will be using social media extensively and has been kickstarted on Facebook and Youtube. The campaign has already managed to garner over 20 million video impressions till date and has seen very strong acceptance within the target audience.

     

    Speaking about the campaign, Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added: “Our research clearly showed that the understanding of Mutual Funds and S.I.P is quite healthy amongst the investor community and there is a huge interest in Systematic Investing. Moreover what is heartening is the attitude of younger investors towards mutual funds as they see mutual fund investments as a long term wealth building avenue, giving them access to expertise with periodic, manageable investments.  Given our aspiration to connect with retail investors, we chose to use SIP Kiya Kya? as the message to target young investors.”

     

  • The actor plays protagonist in the new Thums Up campaign

    After Salman, Thums Up gets Ranveer Singh for a ‘Toofani’ act

    By A Correspondent

     

    Topselling cola Thums Up released its commercial starring actor Ranveer Singh, continuing with the ‘Toofani’ theme which had megastar Salman Khan as brand ambassador. The ‘Main Hum Bhi Hoon, Aur Khaas Bhi’ campaign is the second rendition of the creative expression – ‘Main Hoon Toofani’ which was launched early this year, notes a communiqué, adding: based on the idea of celebrating the ‘Khas’ in ‘Hum’, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit. It may be recalled in October this year, it was revealed that Salman Khan will no longer be endorsing Thums Up. Both Coca-Cola India, owners of the Thums Up brand, and Salman Khan had then issued a joint statement noting that since Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio In light of this, both parties have mutually decided not to renew their current contract.

     

    Launching the new Thums Up campaign, Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia said, ‘Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life – an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”

     

    The campaign has been conceptualised by Leo Burnett, led by National Creative Director Sachin Das Burma and has been launched through a film directed by acclaimed Hollywood director Simon West. West is known for his work in blockbusters like Con Air and Expendables 2.

     

    Commenting on the campaign, Burma, said: ‘It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognize it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker. It was a great learning experience working with someone of Simon’s caliber, as all the action sequences in the film are live and look nothing short of an action-packed rollercoaster ride.”

     

  • A Twitter campaign was followed by a video by AIB in association with Ola on how best to welcome 2017

    Ola launches #PeekeMatChala campaign against drunken driving

    By A Correspondent

     

    In an attempt to discourage drunken driving, Ola, the mobile app-driven transportation platform, launched a ‘#PeekeMatChala’ campaign.

     

    The campaign was flagged off on Christmas Day with a series of “drunk” tweets on Ola’s twitter handle. The aim was to drive home that if drunk tweeting could be so dangerous, then imagine what drunk driving could do.

     

    This was followed by a video by AIB in association with Ola on how best to welcome 2017. The video features a group of friends at a New Years Eve party when one of them announces he’s leaving. Once they realise he plans to drive, they try to stop him, convincing him to book an Ola if he wants to live to see 2017. In reply, he says 2016 was the worst time, what’s to say 2017 will be any better? The rest of the video features a song recounting everything that happened in 2016 and why 2017 will be much better. The friend is convinced and books an Ola home.

     

    Speaking on the initiative, Raghuvesh Sarup, Head of Categories and CMO at Ola said: “This holiday season, we at Ola encourage party-goers to take an Ola instead of driving. Ola’s #Peekematchala campaign has been specially created to encourage people of India to enjoy this holiday season responsibly. We are delighted to be associated with AIB in using a novel way to deliver this message.”

     

    Ola will also have leading Indian celebrities and customers, tweeting their drunken confessions in support of the campaign and looks to reach out to larger numbers and create greater impact through them.

     

  • The actor will make his entry in this new role at the launch of Tata Motors' latest offering in Commercial Vehicles slated in January 2017

    Tata Motors signs on Akshay Kumar as brand ambassador for its commercial vehicles biz

    By A Correspondent

     

    Tata Motors has announced the appointment of actor Akshay Kumar as the brand ambassador for its Commercial Vehicle Business Unit. The actor will make his entry in this new role at the launch of Tata Motors’ latest offering in Commercial Vehicles slated in January 20.

     

    Said Ravindra Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors: “We are delighted to announce versatile and reliable Bollywood actor Akshay Kumar as the new face of Tata Motors’ Commercial Vehicles Business Unit. Akshay embodies dynamism, popularity, machismo, performance and style. We are confident that Akshay’s popularity will further help complement and articulate the future direction of the Tata Motors commercial vehicles brand.”

     

    Speaking on his association, Akshay Kumar said, “The Tata brand is one that most of us have grown up with and now to be associated with them is indeed an honour. No one understands Indian trucking better than Tata’s and there couldn’t have been a better and more apt brand to promote. It was fun being in the driver’s seat of one of those monster machines, during a product shoot”

     

    Tata Motors’ association with Akshay Kumar for commercial vehicles will be supported by a high-decibel, multi-media campaign, beginning in the first week of January 2017. Besides products and solutions, Akshay will be actively involved in a host of innovative marketing and customer experience initiatives to be rolled out by Tata Motors.