MxMIndia

Category: MARKETING

  • The novel titled 'Journeys Never End’ exchanges hands through the film

    Harper Collins celebrates25 yrs in India with Dentsu

     

     

    Harper Collins India celebrates 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled ‘Journeys Never End’ exchanges hands through the film.

     

    The film starts with an old man holding the novel whilst traveling in a bus. As the bus stops at a church, he forgets the novel behind. A young man notices the book and picks it up to give it to him but the bus leaves. We see a young woman board the same bus and take the seat adjacent to the young man. She notices the book in the young man’s hands. Seeing her interested in the book, the young man hands it to her and leaves as his stop comes.

     

    What she finds written on the first page of the novel gives the film an unexpected twist. The film ends with supers,“Stories create books. Books create stories”and the HarperCollins India logo.

     

    The campaign was launched at the Jaipur Literature Festival, 2017.

    Said AnanthPadmanabhan, CEO HarperCollins India: “We made this short film to celebrate our lifelong passion for storytelling. Something that simply reaffirmed the power of stories and the fact that books open up a world of unimaginable possibilities. And in Dentsu One we found the perfect partner. Narayan’s love for the written word and Titus’ spontaneous creative impulse were the perfect combination. We all have a story and we love stories – and we thought that this was a great way to say it!”

     

    “In the advertising business, we keep talking about how we are all storytellers. Here was an intriguing brief that had us create a story about stories, without the storyteller intruding. When we asked Ananth ‘What do you want to happen as a result of this?’ he said, “The outcome I want is for the viewer to say ‘I want to pick up a book now!’ after seeing the film.” The insight was—in retrospect—very simple. Each of us is a story-creator, sometimes not knowing that’s what we are, mostly not knowing what triggers await us around the corner. That’s the basic reason books appeal to us: they tell the stories we believe we could have created. After all, our lives are a series of stories,” said Narayan Devanathan, group executive and strategy officer, Dentsu India.

     

    “HarperCollins is such an iconic brand with about 200 years of history. It was a great experience to work on this brand. Ananth’s brief took me back to my literature days. Books contain stories. But I thought there are stories that exist outside the books as well. That’s how the line came up. Books create stories. Several stories emerged from this line. We just decided to break the campaign with the Firozaone,”said Titus Upputuru, NCD, Dentsu One.

     

     

  • The proprietary tool monitors brands health and provides insights into the efficacy of their retail visibility across 6100+ towns, 1,03,000+ retail stores and 1100+ brands in India

    Brickworks Media launches Retail Track for brands

     

     

    Brickworks Media, a sister concern of Chrome Data Analytics and Media which focuses on market research and third party audits, has launched Retail Track for brands. Brickworks Media’s latest proprietary tool monitors brands health and provides insights into the efficacy of their retail visibility across 6100+ towns, 1,03,000+ retail stores and 1100+ brands in India.

     

    With Retail Track, brands would be able to access the following insights: Retail Index – visibility index calculated based on collateral; Share of Visibility – comparative analysis of brand visibility (in/out shop; Brand Visibility – in-store visibility of your brand vis-à-vis competition; Compliance Audit- audit on price violations, product availability and promotor recommendation etc; Competition Tracking- tracking of price, availability and recommendation for competition brands.

     

    Speaking at the launch, Pankaj Krishna, Founder and CEO, Brickworks Media said, “Retail Track will assist brands understand the exact measure of their visibility as well as its impact across the country. With the major chunk of markets belonging to the unorganised sector, tracking retail visibility for brands in a scientific, actionable manner can be a challenge. Brickworks Media, with its unmatched infrastructure and pan-India presence helps brands gain insights into the efficacy of their campaigns. Retail Track breaksdown the clutter into a structured landscape for retailers and brands using a mix of technology and manpower to achieve unprecedented market coverage. ”

     

  • Isobar India collaborated with The Forum for Marketing Education to conduct a one day workshop for professors from top B-schools of Mumbai

    Isobar conducts digital marketing workshop for top B-School profs

     

     

    Talk of the advertising and marketing sector and digital seems to be the growing buzzword all around. India’s digital marketing requirement is growing year-on-year due to the shift in the consumer mindsets. Consequently, businesses today see a dire need to effectively reach out to their target audiences through this emerging medium called digital.

     

    Isobar India collaborated with The Forum for Marketing Education to conduct a one-day workshop for professors from top B-schools of Mumbai such as NMIMS, K J Somaiya, Durgadevi Saraf Institute of Management Studies, Rizvi Institute of Management and Research and Rustomjee Business School.

     

    The agenda of the workshop was to bring the gentry up-to-speed on what’s driving digital today. Considering it was the first time the Gurus were to have a brush with the Digi-verse, the presentation module prepared by isobar was meticulously designed to cater to that. From holistic approach on the digital landscape to exciting avenues such as TV and mobile, Isobar presented an eclectic mix of trends that are sweeping the globe.

     

    Talking about the association, Shamsuddin Jasani, MD, Isobar India said, “It was an honour working with the best teachers in Management across the best B-Schools in Mumbai.  At Isobar India, we look for the overall growth of digital as well as our contribution to the industry to a large extent. Being the leading digital agency in India, we believe that it is our duty to expand digital and making sure that the professors are digitally equipped as we are now in a digital era. We are thankful to The Forum for Marketing Education for associating with us to propagate the digital knowledge”

     

    Industry veteran DrAmbi Parameswaran who marked his presence at the event was delighted to witness this initiative. He said, “Isobar team stepped in to help the Forum for Marketing Education, a non-profit body, dedicated to help improve marketing faculty in Mumbai B Schools, to conduct a very useful workshop on digital marketing. The entire team from Isobar were available for the whole day and the 30+ faculty who attended the session were highly appreciative of the workshop. What was also of great use was the very practical inputs that Team Isobar had for the participants. The Workshop was comprehensive and yet easy to understand. FME is grateful to Isobar for having offered to help in this pro bono initiative.”

     

  • The agency will handle brands across markets that Merck Consumer Healthcare operates globally, including Neurobion®, Bion3®, Nasivin®, Seven Seas®, DoloNeurobion® and Femibion®

    Starcom bags media mandate of Merck’s Consumer Healthcare brands

    By A Correspondent

     

    Merck’s Consumer Healthcare Division has appointed Starcomas its global media agency partner, following a competitive pitch and after an appropriate transition period.

     

    The scope of the agreement will aim at Starcom taking on full media responsibilities on behalf of Merck’s Consumer Healthcare brands across markets that Merck Consumer Healthcare operates globally,includingNeurobion®, Bion3®, Nasivin®, Seven Seas®, DoloNeurobion® and Femibion®.

     

    Beate Rosenthal, Global Brand Director, Merck Consumer Healthcare comments: “We are very excited to expand our previous relationship with Starcom to now be working with Starcom as our new Global Media partner. Starcoms Global organization andprofound expertise in integrated communication strategies and execution coupled with a highly energetic team will allow us to further build Merck love brands in the digital age.”

     

    Lisa Donohue, Global Brand President, Starcom said: “We are thrilled that Starcom has been selected as the partner to advance Merck’s Consumer Healthcare division into the future. They are on an exciting journey, and we look forward to delivering the agility, digital savvy and scale to unlock deep consumer connections with their brands.”

     

  • The TVC lays emphasis on the idea of not having to compromise one's wishes while ensuring family's protection

    SBI Life unveils campaign to promote new endowment plan

    By A Correspondent

     

    SBI Life has launched its latest TVC campaign for ‘SBI Life – Smart Bachat’ plan, titled –Kuchapnokeliye, kuchapneliye (now fulfil your family’s wishes along with your own). The campaign has been created by Orchard Advertising. The TVC has an emotional appeal through which it connects with the audience, laying emphasis on the idea of not having to compromise one’s wishes while ensuring family’s protection.

     

    The TVC opens with a family in an airport, where they spot a famous cricketer and run towards him to get a glimpse. First, the ladies from the family urge to take their photos with the cricketer and then the children and senior members insist on doing the same. All this while, the protagonist (father) keeps clicking photos even though deep down, he too wants a photo with the cricketer. Everybody starts leaving and the father is sad that he could not fulfil his wish while fulfilling for others. Just then, the cricketer taps the father’s shoulder and asks him to take a selfie with him, for which the he poses happily and a voice over plays towards the end–It feels so good when you find a little joy for yourself, while securing your family’s happiness.

     

    Speaking on the launch of the campaign, Ravindra Sharma, Head – Brand and Corporate Communication, SBI Life, said, “People feel life insurance is important yet they don’t buy it, as they don’t see any benefits for themselves in it. They realize that while securing family’s future is important, it should also add value to their own lives. While buyers have evolved in their needs, life insurance brand communication hasn’t evolved at the same pace. The role of the insurance buyer as the ‘selfless’ provider has not changed in category communication over the years. This presented a great opportunity for SBI Life to change the conversation in the category and connect strongly to the life insurance buyers of today.”

     

    Explaining the campaign, Sharmine Panthaky, Head of Office, Orchard Advertising, Mumbai, says: “In a category full of parity products, building relevance and differentiation over functional attributes wasn’t going to move the needle. The only way to achieve our task was to connect with our audience over a strong emotional truth. The insight we hit upon was an enduring cultural truth of today, which is – we are increasingly investing in self. The product has dual benefits of enabling protection and savings, so we summarized with the phrase “Kuchapnokeliye, kuchapneliye”, which brings out the essence of the offering and connects with the audience.

     

  • Urges people to be aware of associated symptoms; pitches its tax saver fund to help investors' #WinAgainstTaxytis

    DSP BlackRock unveils #Taxytis campaign

    By A Correspondent

     

    DSP BlackRock Investment Managers Pvt. Ltd has announced the launch of #Taxytis – its new digital campaign to urge people to start tax planning and create awareness about DSP BlackRock Tax Saver Fund.

     

    The campaign highlights the heightened frenzy most people go through around January every year, which typically marks the beginning of the tax planning season. #Taxytis is a disturbing condition which is a result of the struggle caused by the inability to make sound tax planning decisions. Symptoms may include absent mindedness, nervousness, sleeplessness and an unhealthy obsession with calculations. A strong dose of ELSS can help deal with #Taxytis, which is where DSP BlackRock Tax Saver Fund is recommended as the cure.

     

    Leading the campaign are three new, zany films that show snippets from the life of one Abhijeet Gupta, a #Taxytis survivor. The films use humor as an offbeat tool, especially in the mundane world of finance, to highlight the pitfalls associated with inadequate and unsystematic tax planning. DSP BlackRock’s #Taxytis campaign is primarily digital with support from in-theatre promotions. The campaign will also aim to start conversations around #Taxytis across social media platforms. The #Taxytis videos and the associated digital promotion will lead viewers to www.DSPBlackRock.com/Taxytis, where they can find information on #Taxytis and also get the cure for it. Not just that, they can compare tax saving options and calculate how much they can invest to save tax. The website also enables potential investors to connect with an investment advisor and for those ready to invest, an online investing facility for those who are comfortable transacting on the net.

     

    Aditi Kothari Desai, EVP and Head – Sales, Marketing & E-Business, DSP BlackRock said, “We believe that paying taxes is an important duty of all Indians in order to help contribute towards the growth and development of the nation. Having said that, as money managers, it is our duty to help Indian investors grow their wealth while saving taxes in the most efficient and legal manner – by investing in Equity Linked Savings Schemes which help investors gain income tax exemption under section 80(C) of the IT Act. Our new #Taxytis campaign will help drive awareness and recall for our DSP BlackRock Tax Saver Fund, which has now been trusted by lakhs of Indian investors to save taxes while aiming to grow their wealth for more than 10 years. We look forward to more investors coming to us for their tax saving needs. “

     

    Abhik Sanyal, Head – Consumer Marketing, DSP BlackRock said, “Tax planning, as simple and straightforward as it should be, sometimes masquerades as a disturbing condition that can cause anxiety, confusion and last minute chaos in a working professional’s life. This was the insight that helped craft our #Taxytis campaign. As Indian investors have become more aware and judicious about investing smartly, Equity Linked Savings Schemes have gained popularity over the years when it comes to saving tax. We’re aiming to build on this awareness and present our Tax Saver Fund as a suitable option. Our campaign is an attempt to bring forth a simple but hopefully clutter breaking concept that bases itself on situational humor and quirky characterization to effectively address a hitherto serious and possibly onerous subject.

     

  • TVC released in cinema halls across 50 cities in India

    Hindware releases a co-branded TVC in association with ‘Raees’

    By A Correspondent

     

    Sanitaryware brand Hindware has rolled out a co-branded TVC in association with film ‘Raees’, starring superstar Shahrukh Khan. Conceptualized by Red Chillies Entertainment, the promotional TVC aims at bringing out the common attributes between brands – Hindware and SRK as both inspire admiration.

     

    The TVC is an amalgamation of memorable scenes from Raees with premium product shots of Hindware Italian Collection highlighting SRK’s style and Hindware designs.

     

    Speaking about the cobranded TVC, Manish Bhatia, President, Building Products Division, HSIL Limited, saidL “We are very proud to have ShahRukh Khan as the Brand Ambassador for Hindware for the last two years. We have collaborated on various occasions including his previous movie Fan. Hindware, as a brand, closely identifies with ShahRukh’s sense of style, innovation and passion. Over the years, SRK has continuously reinvented the way Indian cinema is looked at. Similarly, Hindware has evolved and innovated the sanitaryware industry in India.”

     

    The TVC will be aired at theatres across 50 cities in India for a duration of four weeks.

     

  • Leo Burnett Experience slams it out of the park with a 'legendary' on-ground act

    Nissan GT unveils largest-ever country map

    By A Correspondent

     

    Japanese automotive giant Nissan’s sportscar, the GT-R raised a salute honour India on Republic Day. Orchestrated by Leo Burnett Experience, the activation arm of Leo Burnett India, Nissan created an outline of the map of India – armed only with the GT-R and the sand on Rajasthan’s Sambhar Salt Lake. Rally driver Rahul Kanthraj was behind the wheel, well-known for his precision in stunt driving and years of successful rallying. Under his expertise, Nissan GT-R recreated a 3 km x 2.8 km map of the country.

     

    To ensure accuracy, the map was created by plotting the co-ordinates on a GPS device and multiple laps were done to match the actual map. The results were captured on video with drones and onboard cameras.

     

  • Music composed by MattiBani pays tribute to the Indian farmer

    Vodafone pays ode to farmers via #SaluteOurFarmers initiative

    By A Correspondent

     

    On the eve of India’s Republic Day, Vodafone released a song tribute to Indian farmers with #SaluteOurFarmers- a tribute to the heroes of the soil. In a first of its kind collaboration, Vodafone brought together five popular folk artistes –PadmashriPrahladTipaniya (MP), MooralalaMarwada (Gujarat), Mohini Devi (Rajasthan),Balwinder Mast (Punjab) and Hayat Kahan (Rajasthan)to lend their voice to an anthem celebrating their lives of our farmers.

     

    Said Siddharth Banerjee, SVP-Marketing, Vodafone India: “India has one of the worlds largest farming communities. As you know, agriculture plays a significant role in India’s socio-economic fabric. Vodafone’s endeavour has been to help this community through a service we provide called Kisaan Mitr. With Kisaan Mitr, we have been engaging and enabling more than 15 Lakh farmers for the past year. While Vodafone Kisaan Mitr has empoweredthe lives of farmers across the country,#Saluteourfarmers– is a humble endeavor from Vodafone to salute our farmers and their lives. Republic Day is an appropriate occasion to remind Indians across India of the immense contribution by the farming community to our daily lives. Let us allas a country, celebrate a farmer’s journey in his fields, with a special Musical composition that reverberates with the sounds of nature and each farmer’s special relationship with it.”

     

    The brief to Geometry and Ogilvy was to design a tribute to Indian farmers, the true heroes of the soil, which would also build an emotional connect with Vodafone customers.

     

    The key insight behind effort was that farming is a lonely journey. A farmer finds ways to keep himself entertained in the most natural way- Music. There are various sounds that he experiences on the farm like whistling, singing the glory of Mother Nature, interacting with birds and animals in the fields, etc.#Saluteourfarmers captures those unique sounds of the soil in a unique manner that is lyrically captured.

     

    The video was shot over 12 days in Madhya Pradesh, Punjab, Gujarat, Rajasthan and Maharashtra. The team travelled to remote villages meeting farmers and also recording the sounds of their daily lives.The film features real farmers doing their daily chores..

     

  • Launches digital campaign #NazariyaBadlo

    Panasonic India celebrates National Girl Child Day

    By A Correspondent

     

    As a tribute to Indian women who are making the unconventional conventional, Panasonic India launched its digital campaign #NazariyaBadlo on the occasion of National Girl Child Day (Jan 24). The campaign aims to provide a new outlook on how we see things. People and things have always appeared to us in the way we have observed them and how we have been made to observe them. It gives a tangible reminder to broaden the way we look at things. The campaign aims to change the perspective and transform the world we live in.

     

    Talking about the initiative, PankajRana, Business Head – Mobility Division, Panasonic India, said, “We need to bring to light the issue of women being perceived differently by the society. We have always looked at things as a reflection of our society’s perception. The society needs to know that we are capable of making our own choices and preferences. This campaign would inspire people to change their outlook irrespective of the society’s opinions.”

     

    The campaign has been executed by Delhi-based Tejender Sharma of Gibbous Films. Talking about the film,Sharma said, “This video is a tangible reminder to broaden the way we raise girls. The video urges people to express and enact their new perspective.”

     

  • TVC features brand ambassador SouravGanguly

    DTDC reiterates its positioning of ‘Going beyond the Parcel’

    By A Correspondent

     

    DTDC Express has launched its new integrated brand campaign featuring brand ambassador, former skipper of the Indian cricket team, Sourav Ganguly. The new brand campaign with Gangulyat its helm brings out the credentials of DTDC’s vast network, its extensive service offerings with a commitment to go that extra mile to ensure that every customer’s parcel reaches its desired destination on time with utmost safety and security. Therefore, DTDC is not just in the business of ‘Delivering value’ but a business that‘Goes beyond the Parcel’.

     

    Highlighting DTDC’s philosophy behind its positioning,Abhishek Chakraborty – Executive Director, DTDC Express Limited said, “Every parcel brings with it, a bagful of emotions for the customer in the form of anticipation, excitement, love, relief or aspiration. And for our business partners it often serves as a medium to realise their pride and ambition. DTDC is not merely in the business of transferring things efficiently from point A to point B. By delivering all these and more to the remotest of corners in the country at affordable rates, we are helping realizing aspirations, beyond any boundaries!”

     

    Talking about the creative, Bobby Pawar, MD, CCO, Publicis South Asia said: “When Jigar, Srijan and team started work on the brief, we looked for the true meaning of the box.We realised it’s not just a container, but a carrier. Sometimes, it carries the joy of an unexpected surprise. Other times the sigh of relief when what needed reaches on time. Or at times a quiet smile that blossoms from receiving a thoughtful gift. Or the triumphs of getting an order reach on schedule. This is what the campaign is based on.’

     

    The new brand campaign has been rolled out in the form of a TVC, which is also being played at cinemas, multiplexes and outdoor advertising nationally.

     

  • Scripted in Bengali, the ad has been conceptualised by BBH and produced by Studio Eeksaurus

    New Nihar Naturals ad debunks hairstyle stereotypes

    By A Correspondent

     

    Nihar Naturals has launched a new ad campaign that addresses gender stereotyping in the forefront. Starring VidyaBalan, who has been consistent in her positioning with the brand, the campaign depicts the societal perception of women in stereotypical scenarios such as a housewife in the kitchen, an airhostess on a flight deck and a manager in an office space. As women stereotypes have been prevalent for long, the brand decided to use this mind-set, which still exists today, as a core idea of the content.

     

    Commenting on the campaign, Suresh Eriyat, Studio Eeksaurus said “When I had structured the ad in my head, I felt we had a huge scope of bringing interesting art and humour to make the already interesting premise memorable. The kind of enthusiasm Vidya has shown in her consistent battle towards gender stereotypes has been healthy with the brand. Of course working with her is always a joy considering her ease in delivering diverse performances and also the way she stretches herself to help achieve a director’s vision. I am happy the way the film has turned out and it is the result of brilliantly coordinated team work especially between the departments of art, camera, hair and make-up, production.”

     

    Beginning in various different sequences, the brand ambassador questions ‘dakhochooldekhe log kikibhabteshurukore’ (Read: look how people start judging you by your hairstyle) in a rhetorical enthusiasm. The ad smartly uses creative sets and props propelled by an ingeniously modified machine to mechanically synchronise the background scenarios to match with Vidya’s hairstyles and the photographer’s perceptions attached to it. It has been scripted in Bengali, which is a widely-spoken regional language, thus enhancing the scope of understanding to an urban and regional audience.