MxMIndia

Category: MARKETING

  • Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils

    Parachute Advansed launches new campaign to promote Hot Oil variant

    By A Correspondent

     

    Parachute Advansed has launched a new campaign for its Hot Oil – #MagicOfWarmth. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept – #MagicOfWarmth.

     

    Commenting on the launch of the campaign,Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”

     

    Added Pradyumna Chauhan, National Creative Director, McCann Worldgroup: “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”

     

  • 1.7 billion ads banned for misleading, promoting illegal products and unrealistic offers in 2016

    Google releases ‘Better Ads’ report for 2016

    By A Correspondent

     

    Google has released its annual ‘Better Ads Report’ for 2016 where it states it took down 1.7 billion ads that violated its advertising policies, more than double the amount of bad ads it took down in 2015.

     

    “A free and open web is a vital resource for people and businesses around the world. And ads play a key role in ensuring you have access to accurate, quality information online. But bad ads can ruin the online experience for everyone. They promote illegal products and unrealistic offers. They can trick people into sharing personal information and infect devices with harmful software. Ultimately, bad ads pose a threat to users, Google’s partners, and the sustainability of the open web itself”, said Scott Spencer, Director of Product Management, Sustainable Ads.

     

    Last year, Google did two key things to take down more bad ads, notes a communique. First, it expanded policies to better protect users from misleading and predatory offers. For example, in Julyit introduced a policy to ban ads for payday loans, which often result in unaffordable payments and high default rates for users. In the six months since launching this policy, it disabled more than 5 million payday loan ads.

     

    Second, it beefed up its technology to spot and disable bad ads even faster. For example, “trick to click” ads often appear as system warnings to deceive users into clicking on them, not realizing they are often downloading harmful software or malware. In 2016, Google detected and disabled a total of 112 million ads for “trick to click,” 6X more than in 2015.

     

    According to the report, most common inappropriate online ads were Ads for illegal products. Google disabled more than 68 million bad ads for healthcare violations and 17 million bad ads for illegal gambling violations in 2016.

     

    Over the years, the communique adds, Google has been working to find ads that violate its policies and blocks the ad or the advertiser, depending on the violation. In 2016, it took action on 47,000 sites for promoting content and products related to weight-loss scams. It also took action on more than 15,000 sites for unwanted software and disabled 900,000 ads for containing malware. Around 6,000 sites and 6,000 accounts were suspended for attempting to advertise counterfeit goods, like imitation designer watches.

     

  • The intent of the campaign is to promote the ease of cashless transactions via various facilities of SBI

    SBI propagates benefits of going cashless with DDB Mudra

     

     

    State Bank o India SBI has been offering different modes of digital payments even before demonetisation. It introduced ‘State Bank Buddy’, a digital wallet in August 2016.Given its ambition of a cashless society across the nation, the concept of #CashKiAadatBadlo was conceived by DDB Mudra West. The intent of the campaign is to promote the ease of cashless transactions via various facilities of SBI and thus to make cashless transactions a habit for every SBI account holder.

     

    The campaign #CashKiAadatBadlo is being led by three TVCs which have also transpired on the digital medium. The campaign also consists print activation over the coming months. The three 20-seconder films showcase SBI’s various digital/ cashless products namely State Bank Buddy- a mobile wallet, State Bank Debit Card, and SBI Pay. The films pull a slice of life and take the viewers through various real life situations where people can adopt to cashless mode of payments, which are simple and safe, for all their daily needs and change their habit.

     

    Speaking about the campaign, Dinesh Menon, Chief Marketing Officer, SBI said, “Given its stature and responsibility the SBI brand carries with it, it was only natural that the brand took the initiative of being the harbinger of change in the backdrop of demonetisation. The #CashKiAadatBadlo campaign is an effort to encourage people to adopt SBI’s digital payment solutions such (SBI Buddy and SBI Pay and Debit Cards) by communicating its simplicity and safety of use. Through this campaign we intend to bring about a pre-disposition to adoption of digital currency among those consumer segments that are habituated to using cash. Early feedback has been encouraging, both from an awareness and response perspective. This campaign has also generated most engagement with Twitter users as rated by the Brand Equity ‘Twitter index’.”

     

    Talking about the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group added: “Post demonetisation, cashless economy is becoming the order of the day and is impacting everyone in a variety of ways.  SBI’s various offerings are a great aid to the consumers across the country for carrying out the day to day transactions. With this campaign, we intended to drive home the ease and comfort of doing cashless transactions with SBI’s various digital products through simple, to the point communication that is informative and engaging at the same time.”

     

  • The business will be powered by Performics.Convonix

    Starcom bags Mahindra Holidays account

    By A Correspondent

     

    Starcom India has won the digital duties of Mahindra Holidays and Resorts India Ltd. The business will be powered by Performics.Convonix, digital marketing company, integrated under the Starcom brand in India, which will handle all performance media duties on digital, inclusive of paid media, SEO and analytics.

     

    Said Giridhar Seetharam, Chief Marketing Officer, Mahindra Holidays: “We are very happy to have Performics.Convonix on board for our digital marketing mandate and hope to maximise returns on our digital spends through this partnership. Their experience and expertise across all digital fronts will further enable us to provide better customer experience using digital technologies.”

     

    Added Pallav Jain, Co-Chief Executive Officer of Performics.Convonix: “We are pleased to be the strategic partner on digital for Mahindra Holidays. A holiday is about beautiful, memorable experiences. The digitally astute traveller goes online to judge for himself. With the rapid growth of the internet, customers face an influx of excessive information. The brand Mahindra Holidays is about unparalleled family vacation experiences and we will help them enhance their digital engagement with their prospects and customers. What we bring is strategic direction and flawless execution to their digital plans.”

     

  • Gum brand returns with a new twist in the TVC

    Center Fruit lands its famous proposition in a jungle plot

    By A Correspondent

     

    Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.

     

    Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.

     

    “The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

     

  • The TVC will be followed by a multi-media campaign

    Eggfirst unveils inaugural campaign for Centric Mobile

    By A Correspondent

     

    PriyankaCommunications has launched a campaign for its latest offering Centric Mobile. Produced by Mumbai-based Eggfirst,the film will be followed by a multimedia campaign.

     

    “Eggfirst presented a very detailed and promising approach to communicate the value proposition of the brand‘Centric’. We were impressed with their consumer insight, which positioned the mobile with a specific consumer profile. Not to mention the emotional zone through which we wished to connect with our consumers,” said Manish Agarwal, Director,PriyankaCommunications.

     

    Added Ravikant Banka, CMD, EggfirstL “We are delighted to be given the stewardship of this new upcoming brandand we look forward to doing some great work.”

     

  • All awarded work is announced during the D&AD Festival 2017 on 25 – 27 April

    D&AD celebrates people behind the event through new campaign targeting moms

    By A Correspondent

     

    The D&AD Professional Awards 2017 are open for entries. Winning a Pencil is often the highlight of a creative career, so D&AD wanted to take a look at the people behind the campaigns and find out what it really means to those who win. All done through the eyes of those that know them best – their mums. So they sent a film crew around the world to capture the stories only a mother could tell.

     

    This is the second year that D&AD has worked with Lucky Generals. Danny Brooke-Taylor, co-founder of Lucky Generals exclaimed: “Your mum. No-one’s prouder of you than her. And imagine how proud she’d be if you won a Pencil.”

     

    The creatives whose mums are featured include Ali Ali – Director, Sonny London; Joanna Monteiro – Chief Creative Officer, FCB Brasil; Jose MaríaPiera – Executive Vice President, *S,C,P,F…; José María Roca de Viñals – Chief Creative Officer, DDB Spain; John Allison – Head of 4Creative; Lisa Smith – Head of Design, Wolff Olins NY; Luiz Sanches- Partner and Chief Creative Officer, AlmapBBDO; Rebecca Williams – Design Director, Turner Duckworth; Sally Campbell – Founding Partner, Somesuch; Toni Segarra- Creative Director, *S,C,P,F…;

     

    Work entered into the D&AD Professional Awards 2017 must have been commercially released between January 1, 2016 and March 18, 2017 and produced in genuine response to a client brief. It must not have been entered in previous years. Submissions should be made in their original language by 15 February 2017.

     

    All awarded work is announced during the D&AD Festival 2017on April25-27 and appears in the D&AD Annual released annually in the Autumn, sold exclusively through D&AD.

     

  • The digital campaign will also be complemented by an on ground activation that will attempt to educate prospective investors on the benefits of investing in a Mutual Fund E.L.S.S

    DHFL Pramerica MF unveils new campaign promoting their ELSS offering

    By A Correspondent

     

    DHFL Pramerica MF has unveiled its latest campaign #unlockwithELSS on its Equity Linked Savings Scheme (ELSS)– DHFL Pramerica Tax Savings Fund. The campaign targets the young investor looking for tax saving solutions through a combination of a web video, web banners and educational content. This campaign has been developed in house by the marketing team much like the successful SIP campaign that was developed in house. The campaign will be using social media extensively and has been kick started on Facebook and Youtube.The digital campaign will also be complemented by an on ground activation that will attempt to educate prospective investors on the benefits of investing in a Mutual Fund E.L.S.S.

     

    Speaking about the campaign, Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added, “We uncovered a wonderful opportunity wherein a strong consumer insight was not being exploited by the industry and our competitors. Young investors are particularly wary of being locked into any commitment for long without having any exit window. Moreover almost every tax specific communication has stayed in the generic area of stating the obvious i.e. they help in saving tax. We saw a clear opportunity of differentiating ourselves from other tax planning options and from other mutual fund brands. Our creative idea evolved from this thinking as we positioned our product using an unexploited category benefit.”

     

  • The Big Republic Day sale is a manifestation of Pepperfry’s value promise to its consumers

    Pepperfry.com celebrates contribution of craftsmen in latest campaign

    By A Correspondent

     

    Pepperfry.com has launched a new Republic Day marketing campaign that celebrates Indian craftsmanship by extending the revelry to consumers via the Big Republic Day Sale.

     

    The film has been conceptualised by Law and Kenneth Saatchi and Saatchi and it conveys the Republic Day sale message exhorting consumers to celebrate the joy experienced by them by availing the exciting discounts on Pepperfry.

     

    Sai Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi: “Pepperfry sources furniture from one part of the country and makes them accessible to customers in another part of the country, makes for a great story for a Republic Day message. But we didn’t just want to give information, we wanted to bring alive the feeling the makers and users of Pepperfry furniture feel, which is the singular point of commonality.”

     

    Commenting on the new campaign, KashyapVadapalli, CMO, Pepperfry, said: “We have been successfully bridging the supply gap in the furniture segment for the last five years. In this journey we have worked with 1000+ small and micro manufacturers [carpenters, artisans, craftsmen] who we have enabled to capitalize on the Pepperfry platform and reach the booming Indian online consumer market. We are proud of the fact that we built a truly national marketplace our current campaign brings that to the fore.”

     

    He further added, “The campaign has been conceptualized keeping the occasion of Republic day in mind. It will help us capitalize on the occasion which is slowly becoming an important retail shopping event. We want consumers to benefit by taking advantage of the Republic Day sale on the Pepperfry platforms.”

     

  • Conceptualised and created by Lowe Lintas and the BYJU’S media team- this campaign has been built on the central thought of the 2016 campaign – 'Come fall in love in with learning'

    Byju’s celebrates the joy of children learning on their own in latest ad campaign

    By A Correspondent

     

    Education platform Byju’s latest ad campaign celebrates the fact that if children love learning, they will learn on their own. Breaking the myths around smartphones being used just for entertainment purposes by children only – this campaign tells the story of how these devices can become an integral part of a student’s learning journey today. Offering rich content, interactives and videos, technology-enabled education has made learning fun, effective and engaging like never before.

    Conceptualised and created by Lowe Lintas and the Byju’s media team– this campaign has been built on the central thought of the 2016 campaign – ‘Come fall in love with learning’. The campaign reinstates the simple fact that if children love learning, learning any concept becomes more fun and easy. In fact, it is important for students to become lifelong learners.

    Showcasing everyday scenes between parents and children, this campaign emphasises that parents need not worry when their children are learning from Byju’s on their smartphones. It also shows how children are becoming conscious of their academic responsibilities and catching up on their school lessons using Byju’s Learning App, without adult supervision.

    Said Mrinal Mohit, COO, Byju’s: “At Byju;s, creating quality and seamless learning experiences for students has been our key focus area. Parents often think that children use smartphone for entertainment only. This campaign has been crafted to help parents understand the importance of learning through smart devices and how the concept of using smartphone as a learning device is becoming widely popular. In fact, the TV commercial depicts real-life scenarios that students learning from smart devices would have gone through at some point or the other. We are confident that this new campaign will help us instill trust in the fact that better learning experiences enable students become self-learners and learn for the love of learning, rather than the fear of exams.”

    Added Arun Iyer, Chief Creative Officer, Lowe Lintas: “Continuing with our central thought of ‘Come fall in love in with learning’ we probed further into parent and child relationships when it comes to studies. While the first campaign attempted to break the myth that kids don’t like to study, this time we brought in the angle of parents prying into what their kids do on smartphone. Built on the stereotype that children are more technology savvy than their parents and the fact that parents often think that their children only engage in trivialities on smart phones – we brought out the truth that children start enjoying studies, especially when it meets with their technology acumen. Hence, showing the role of Byju’s in a student’s life and learning process.

     

  • Captures life moments and how bathrooms play a pivotal role in personal space

    ‘My Bathroom’ matters for Roca

     

     

    Roca has unveiled a new campaign with its central theme ‘My bathroom’. With an actor as the protagonist in the TVC, the brand aims to connect with the Indian audience and showcase the beautiful products of Roca reflecting luxury, technology, style and variety that one desires in his/her personal space.The television commercial (TVC), created by Contrapunto BBDO, Spain is being aired across various channels.

     

    The TVC reinforces the brand leadership along with its expertise, lineage, design capabilities and the experiences one can expect, ultimately influencing purchase decision of the consumer. It aims to connect with a consumer who is forward-looking, smart, seeks new experiences and is exposed to international trends.

     

    “Roca is the world leader in the definition of bathroom space and has been accepted very well in India. Moving forward, we want to strengthen the association of Roca with premium bathrooms. The new campaign aims to reinforce our commitment to providing not only products with the most advanced technology and design features but high-quality bathroom solutions and premium experience for the consumers who value excellence. We are very happy with the new campaign idea and intend to amplify it across touchpoints, TV, Print, Digital, Retail et al,” said KE Ranganathan, Managing Director-designate, Roca Bathroom Products Pvt. Ltd.

     

    Carlos Jorge, General Creative Director, Contrapunto BBDO Madrid added: “From the very beginning of this project we asked ourselves why anyone would choose a premium brand like Roca to create their bathroom. And within the answer lies the idea for this campaign. If you want your bathroom to be as important as the rest of your house, if you want it to be this intimate space your share with you partner, the space where you see you children grow, to be your own personal spa where you seek renewal after a hard day at work, or at times the place where you can find your very own new look, then you are not only looking for a bathroom, but the chance to create a space as personal and particular as your living room, the children’s room or your bedroom. Roca gives you all the options to create your individual bathroom space, where every detail is a reflection of your style and the way you understand your life”.

     

     

  • The 20 MP Dual Front Camera Vivo V5 Plus has the coolest camera features to capture the #perfectselfie moment

    Vivo V5 Plus shows how two is better than one

    By A Correspondent

     

    On the heels of launching the successful Vivo V5 smartphone with a beautiful romantic film with Ranveer Singh, Vivo is back again with yet another handset.

     

    The 20 MP Vivo V5 Plus smartphone has been launched with a romantic sequel conceptualised by Lowe Lintas Delhi and produced by Lin Productions.

     

    Launching the new TVC, Vivek Zhang, CMO, Vivo India said, “Our new TVC for V5 Plus is a romantic sequel of the V5 TVC and is set in romantic backdrops around the world. In yet another memorable act, Ranveer Singh, our brand ambassador, is seen creating amazing bokeh effects with the all new V5plus powered by a first ever 20MP powerful front dual camera lens. The new TVC captures the true essence of our latest offering V5 plus in a refreshing manner, which is designed to offer crystal clear clarity and additional depth of field. We are certain that audience will love the new TVC and also expect encouraging response to V5 Plus.”

     

    Said Janmenjoy Mohanty, Regional President - North & East, Lowe Lintas: “We wanted to make the audiences emotionally connect with the product and portray the features against the romantic love story of Ranveer Singh travelling across the world to his lover’s city and give her a big surprise. Ranveer clicks #perfectselfies through the film to communicate to his lover and then finally to give her the surprise of a lifetime.”