MxMIndia

Category: MARKETING

  • The campaign promotes the brand new concept of gifting lingerie to your besties

    amante redefines the art of gifting with their #GiftLingerie campaign

    By A Correspondent

     

    amanté, the premium lingerie brand launched its #GiftLingerie campaign.The campaign celebrates a unique and unabashed relationship that women share as friends with each other today. amanté is breaking the status quo and introduces women to the concept of gifting lingerie to their best friend. The insight is based on a recent survey that women perceive lingerie as personal and intimate, making it a unique gifting option for the person they share life’s best moments with – ones’ best friend.

     

    To bring alive the spirit of the idea, the campaign film portrays best friends who share a memorable lingerie gifting experience. The campaign celebrates confident, vibrant, everyday women and their attitude, aspirations and emotions, which make them multi-faceted, and unique.

     

    The best part about choosing to #GiftLingerie is that it doesn’t restrict itself to an occasion. The campaign also aims at paving the way for self-love- gifting to oneself, a philosophy that the brand strongly believes in. “When you’re partnering a brand whose tagline reads “Dare to Be”, a bold idea like this isn’t really an option”, say Neel &Vinod, the Executive Creative Directors at Leo Burnett Orchard, Bengaluru.

     

    “It’s always exciting to tap into a consumer trend and build brand relevance around it. Girlfriends have never been openly celebrated for how much fun and lack of inhibition they bring into each other’s lives as they are today. The brand takes this insight and weaves a story while creating a never before opportunity that’ll make you see intimate as well as fun gifting in a completely new light”, says Ganga Ganapathi, VP & Branch Head, Leo Burnett Orchard, Bengaluru.

     

    “We believe that the new brand campaign will definitely keep people intrigued, excited, informed and involved. amanté was built on an ethos of doing things differently, of challenging the norm and because of this we’ve had many firsts including being the first to introduce the lingerie gifting experience”, says Smita Murarka, Head, Marketing , MAS Brands-India

     

    “We want to reach out to a larger number of consumers in the country and spread awareness of the brand via the campaign”, she adds.

     

  • Positioned as 'Love's Little Helper', in this campaign ALPINO will help lovers to say it just right and add the magic of expressing personal emotions, as writer Anuja will carefully craft love notes

    Writer Anuja Chauhan associates with Nestle ALPINO for Valentine’s Day

    By A Correspondent

     

    Nestlé ALPINO is set to celebrate lovewith popular rom-com writer Anuja Chauhan for an exciting Valentine’s Day activity titled ALPINO Love Notes with Anuja Chauhan.

     

    Positioned as‘Love’s Little Helper’, in this campaign ALPINO will help lovers to say it just right and add the magic of expressing personal emotions, as writer Anuja will carefully craft love notes.These notes will be wrapped around special packs of Nestlé ALPINO and will also be available online for people to share.The campaign will be launched on Facebook with the release of a short digital video featuring Anuja Chauhan along with a compilation of all these special love notes.  Later, ‘Love Notes’will be launched online in the form of an e-book.

     

    Commenting on the activity, Nikhil Chand, General Manager, Chocolate& Confectionery, Nestlé India, says, “As a brand, ALPINO has always lived up to its message of ‘To love is to share’, personalising this at every consumer touch point. This Valentine’s Day,ALPINO expresses many dimensions of love in a personal way. The tie-up with Anuja Chauhan with specially written love notes for Valentine’s day is a category first.”

     

    The on-ground leg to the activation brings to life the joy of expression through personalized calligraphic cards being printed in stores with a personalized message of love. This will be given with every pack of ALPINO. This promotional activity is driving engagement in Delhi/NCR, Mumbai and Bangalore by partnering with Moreretail chain.

     

  • Unique Thematic Campaign "Comebackpedia" to promote Newly Launched #Wowsome 2017 Grand i10

    Hyundai launches innovative digital campaign “Comebackpedia”

    By A Correspondent

     

    Hyundai Motor India Ltd. launched the innovative digital campaign – ‘Comebackpedia’ for the new 2017 Grand i10.

     

    Speaking about the Digital campaign, Puneet Anand, General Manager & Group Head- Marketing, Hyundai Motor India, said “Hyundai Motor India is the country’s most loved car manufacturer and as a part of our Experience Hyundai initiative, we are constantly innovating and improving Hyundai brand experience for our customers. Hyundai has a strong focus towards digital marketing to engage the youth across all digital platforms and #Wowsome campaign “Comebackpedia” is a step ahead in the direction.”

     

    Innovation and customer centric approach have been pillars of growth and philosophy of Hyundai globally. India is moving fast towards digitalization and content marketing has gained importance. Hyundai is committed to innovate across all digital platforms and to break through the content clutter, the innovative concept of creating Comebackpedia came into being. Hyundai tied-up with India’s seven acclaimed humour artists to create first of its kind encyclopedia of interesting comebacks, in the form of memes, a format popular among the youth on digital platforms to voice their reactions on current topics.

     

    To participate, fans have to create a meme using the expressions of their favourite artists and add an interesting reaction to a comeback and further share it with their friends. The most unique memes will feature in the video created by the humour artists and will also get a chance to win #Wowsome merchandise from Hyundai.

     

  • Tata Tea is encouraging 'Preactivism', a behavior of timely activism which happens before, to prevent unfortunate things

    Tata Tea’s new JaagoRe campaign urges India to pre-act, not react

    By A Correspondent

     

    Tata Tea brand is back again with its iconic Jaago Re campaign – Jaago Re Version 2.0.The new campaign ‘Alarm Bajne se Pehle Jaago Re’ is urging people to stop reacting after tragedies hitand instead start ‘Pre-acting’, and prevent these issues from happening. Tata Tea is encouraging ‘Preactivism’, a behavior of timely activism which happens before, to prevent unfortunate things.

     

    The film brings alive the need for ‘Preactivism’ in a hard-hitting, pertinent manner. The female protagonist drives this conversation with a compelling storyline that showcases the current reactive nature of people – rallying for an issue once it has happened or taking to on-ground and social media after something bad has happened. Why do we get comfortable with reacting and not pre-acting on issues?

     

    The Jaago Re 2.0 ad film highlights how we, as a country, need to change our behavior towards social issues. We are living in a time where people gather in huge numbers on-ground and online when outraged by an incident. However, to push our consciousness further, we need to create a new behavior within activism. We need to ignite the spirit of prevention so that our society can evolve into a new reality; where it takes measures to intercept warning signs and prevent disasters. We need to wake up before the ring of the alarm – Alarm Bajne Se Pehle Jaago Re!

     

    Overall, the Jaago Re 2.0 campaign will draw attention to the need to pre-act. This campaign is not about the issues. Issues are only familiar examples; this campaign is focused onlanding the thought of ‘Preactivism’ and facilitating a change in current behavior. The campaign will have multiple phases with the current phase focusing on seeding this new thought and making ‘Preactivism’ a mainstream conversation. In the subsequent phases, Tata Tea will continue to drive ‘Preactivism’ through on-ground initiatives, walking-the-talk as a brand that is rallying for change.

     

    The first edition of the Jaago Re campaign focused on various topics ranging from corruption and bribery to voting and women empowerment. Over the years, the campaigns have been instrumental in igniting a social revolution of sorts by provoking an entire generation of Indians to wake up to socio-cultural issues affecting them. Jaago Re campaigns have always questioned people’s apathy towards social issues.

     

    Commenting on the new Jaago Re campaign, Sushant Dash, Regional President – India, Tata Global Beverages, said, “Jaago Re has been a path breaker in many ways. It set the way for brands embracing social change as part of their DNA. However, over the years, as with any innovation or new thinking, the space has become crowded. Hence, we needed to break the mould again and showcase our thought leadership. So we went back to the consumer, to the youth. We realised Jaago Re has helped move the needle. From complete apathy, as a nation we have become reactive. However, the need now was to move from being reactive to instilling a sense of ‘Preactivism’ in people. We wanted to create a new paradigm shift that would be relevant to people of all age groups and demographics, to continue this journey of social change in India. ‘Preactivism’ is a new dimension – not reflecting on culture but creating one. This is hopefully the start to another new wave of social uprising that India will see.”

     

  • The anthem, titled 'AaoShorMachao', spreads awareness about the T20 World Cup for the Blind

    Leo Burnett India’s Sachin Das Burma creates anthem for T20 World Cup for the Blind

    By A Correspondent

     

    Sachin Das Burma

    Leo Burnett India’s Sachin Das Burma, has created a new anthem for the 2017 edition of the T20 World Cup for the Blind. Burma is the Group Executive Creative Director with the agency and has independently taken up the task of creating the campaign. The tournament, that began on January 30, 2017, is in its second year, with India having won the inaugural edition last year. Eight other nations apart from India are participating in 2017, including Pakistan, England, New Zealand and Australia.

     

    The anthem, titled ‘AaoShorMachao’, spreads awareness about the T20 World Cup for the Blind. Apart from Burma, SavitaHiremath of Tandav Films has co-created the campaign, while Shiladitya Moulik has directed the film. The anthem has gone viral over the last week, and even caught Prime Minister Narendra Modi’s attention! The PMO’s Office tweeted the anthem out at the start of the tournament, adding mileage to the popularity of the anthem.

     

    Speaking about the new campaign, Burma said, “The entire campaign happened in a discussion about what we can do to promote the 2nd edition of the t20 world cup for the blind. Though India was the champion team of the 1st edition, there was very little awareness about it. We felt it is time that the other man in blue also getshis much deserved place under the sun.”

     

    For Burma, the idea of doing his bit for the cause of promoting the tournament made him take it up independently, with Hiremath. He feels that as a creative, this is one way to do his bit. “The huge task that we set to achieve in terms of creating something that will touch the hearts of people, and at the same time, not doing something that begs for support, was the biggest challenge,” he said.

     

    The tournament, so far, has seen top Indian cricketers including Virat Kohli being very vocal about their support.

     

    Said SavitaHiremath, “The T20 World Cup for the Blind is not very popular among those who love the cricket. However, the new campaign has already done its bit to change this mindset. Roping in top cricketers of the Indian team, the advertising fraternity came together to create a campaign that intends to generate interest and support for the cause.”

     

  • The TVC urges the consumer to keep fresh breath handy with "Taazi saans, hamesha rakho paas"

    Center Fresh takes brand proposition further in latest campaign

    By A Correspondent

     

    Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started the journey to establish fresh breath platform in 2015, with the introduction of an improved product and a communication campaign with a new tag line ‘Chali Hawaa Mastaani’.

     

    To further establish the fresh, cool breath benefit, PVM India and Ogilvy have together developed a new campaign for the brand. The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling the same in a confident manner is crucial for making those interactions work. And it is such moments wherein being fresh breath ready will surely come in handy.

     

    The new commercial tells a sweet and enjoyable, everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl at the door is looking for someone, who unfortunately doesn’t live there. But the guy decides to tell her so only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center fresh. The TVC urges the consumer to keep fresh breath handy with “Taazi saans, hamesha rakho paas”.

     

    The new campaign is on air from 14th February 2017 and will air across all major national and regional channels as well as on digital media.

     

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of ‘Chali hawaa mastaani’ to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India says “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime & anywhere, as a key to be confident in the interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

     

  • Company sets focus on global growth

    CleverTap appoints Almitra Karnik as Head of Marketing

    By A Correspondent

     

    CleverTap, the platform for behavioral analytics and user engagement, announced the expansion of its leadership team with the appointment of Almitra Karnik as Head of Marketing & Global Growth. Almitra will oversee growth across CleverTap’s global markets, actively managing brand strategy, digital, content and partner marketing along with public and analyst relations efforts.

     

    Almitra is a prominent member of the Silicon Valley startup community, having led product marketing at Twilio, and most recently building out Splunk’s global brand recognition. She brings experience in cross-market growth development, having also served as marketing manager for Fortune 500 companies like Cisco Systems and EMC Corporation.

     

    “We are at a very exciting phase in the CleverTap journey, with the potential for massive growth in the upcoming year,” said Sunil Thomas, CEO of CleverTap. “The app economy is extremely competitive today. With our rapid engineering innovations, we’re positioned to become the go-to solution for mobile app engagement and analytics. We’re thrilled to have Almitra on board to lead our global marketing efforts.”

     

    “I strongly believe user analytics and customer engagement should be the cornerstone of every user lifecycle strategy,” added Almitra Karnik. “The CleverTap platform recognizes this market need and gives customers the best of both worlds as a single cohesive solution.  I’m really excited to be onboard and look forward to driving our global growth strategy.”

     

     

  • The campaign established an emotional connect with consumers, and reinforced the brand's key motto 'Fashion for the entire family at great prices'

    MAX Fashion delights customers with their ‘Endless Ways’ campaign

    By A Correspondent

     

    Max Fashion recently executed an innovative and catchy campaign to promote the many options available across their stores. The Endless Ways campaign kicked off with the very first TVC campaign for Max followed by integrations across print, digital, TV and radio. The campaign established an emotional connect with consumers, and reinforced the brand’s key motto ‘Fashion for the entire family at great prices’.

     

    The objective of the campaign was to promote the fact that Max offers 3000 styles under Rs.599, giving customers endless options for purchase, whatever are their reasons, whether gifting, occasions, or just updating their wardrobe. To further capture attention, Max created various situations which could be resolved through a purchase made at Max – this created a fun element to the whole campaign and had people actively participating on ground in malls, on the radio and online platforms,all driving footfalls into the stores.

     

    Following the route of bringing alive the #EndlessWays theme across all customer touch points, below are some campaign highlights:

     

    TV Campaign- Phased TV campaigns targeting South and North markets, covering GEC, Movies, Kids, Infotainment, Music, etc.

    • Phase 1 reached out to 31 channels in the South
    • Phase 2 reached out to 19 channels in the North and 6 channels in Kerala

     

    TV Integrations -Progressive thematic programs identified channel wise across the South, with #EndlessWays integrated in popular TV serials in Kannada, Tamil and Telugu

     

    Radio Spots – Thematic spots to establish and extend the #EndlessWays concept. The campaign had a listenership of over 3.6 million in these markets (18-34 MF NCCS AB from TGI 2016)

     

    Radio Innovations – Live calls with RJs to build interactive content that would engage passive listeners, through the Damage Control Helpline, manned by the host RJ helping callers out of their sticky situations

     

    On Ground – Stylish brochure highlighting endless looks from the season, Engagement Game Zones in malls, featuring a life size game board where customers could participate and win prizes

     

    Visual Merchandising – Interactive window with conversation blurbs and emojis;live models carrying situational dialogue blurbs walking around malls and doing freeze formations

     

    Print – Ads with #EndlessWays integrated in top regional and English publications in top 7 markets to coincide with the peak of on ground activities

     

    Digital – Reach strategy on Facebook & YouTube

    • Google display banners on popular websites
    • Content strategy – POP XO & Influencers

     

    Highlight of the digital campaign – Collaboration with Terribly Tiny Tales to increase brand conversations through user generated content – people were invited to write their own stories integrating #EndlessWaysand post on Facebook, Twitter and Instagram. Engagement levels were very high with close to 10,000 likes each on Facebook and Twitter and around 148,000 likes on Instagram.

     

    The campaign received enormous response from customers and showed the following results:

    • Footfall growth increase to 73 lakhs, as compared to 51 lakhs
    • Increased sales growth to 12.77 per cent compared to 8.3 per cent,over a 42 day festive period
    • 57 per cent growth in lapse customer win-back, over a 42 day festive period
    • 44 per cent new customer enrolments
  • The launch campaign was designed around Tetley Super Green Tea's brand messaging targeting Everyday Superhumans

    Jossbox holds contest Tetley Super Green Tea contest

    By A Correspondent

     

    Jossbox, a leading digital media and content agency showcased their innovative idea through a recent Zumba event which broke the Guinness World Record for most number of people wearing capes during Boomerang, a Zumba concert specially conceptualized for the launch of Tetley Super Green Tea by Tata Global Beverages. The launch campaign was designed around Tetley Super Green Tea’s brand messaging targeting Everyday Superhumans – keeping this in mind, the launch played on the Super Green Tea campaign that sees brand ambassador, cricketer Saurav Ganguly wearing a cape in a bid to bring out his everyday superhuman.

     

    The aim was to execute a high energy, memorable event that drove home the dual messaging of green tea’s association with health and fitness while also highlighting the brand campaign which invites people to bring out their inner superhumans in any way they can.

     

    The concert was led by Shwethambari Shetty, India’s foremost Zumba expert and the co-founder of Tribe Fitness. The on-ground event will also be amplified through digital content pieces executed by Jossbox.

     

    Omer Basith

    Talking about the association, Omer Basith – Director, Jossbox said, “We are thrilled to introduce this unique campaign – Everyday Superhumans for Tata Super Green Tea.  The campaign is bold and allowed us to strongly engage with potential consumers in a fun and collaborative way instead of going the route of standard, vanilla FMCG product launches. We needed a connect to Super green Tea and the TG via something they identify with and hence the idea for a Zumba concert. The idea of having everyone wear capes comes from that of superhumans, and we wanted this to be a visual spectacle in order to drive home engagement and brand recall – Tata Global Beverages Limited was game to try something unconventional, so it was a win-win for all!”

     

    Rishi Chadha, Head – Tea Marketing, Tata Global Beverages said, “At Tata Global Beverages, the consumer is at the heart of everything we do and Tetley Super Green stands true to this testament.  With the range of Tetley Super Green Teas, we are giving people added benefits in their cup of green tea – making it truly super. In today’s world, people are constantly faced with Super Human expectations and could use a boost to live up to it all. This new offering celebrates the spirit of Everyday Super Humans and today’s GUINNESS WORLD RECORDS® achievement is only the beginning of this product’s journey in India. We were very happy to partner with Jossbox on this record breaking event.”

     

  • Alpenliebe has been built as a family brand and encourages consumers to celebrate these small joys of life with the candy they love

    Alpenliebe Gold celebrates joyful moments in latest brand campaign

    By A Correspondent

     

    Alpenliebe Gold, the candy brand of Perfetti Van Melle India has launched a new communication campaign – chhoti chhoti khushiyon ke liye. The new campaign is based on the insight that within families there are always small moments of joy in everyday life, and celebrating these moments not only enhances the joy, but also helps deepen bonds. Alpenliebe has been built as a family brand and encourages consumers to celebrate these small joys of life with the candy they love.

     

    The commercial opens with two brothers playing cricket with their grandfather sitting nearby. One of the brother hits a shot that breaks the TV antenna. Fear grips the two brothers as their father angrily storms outside to investigate why his TV feed has been interrupted. But the kids are saved by the sudden appearance of a monkey, causing the father to mistakenly blame the monkey and not his bat wielding kids. This unexpected relief calls for a celebration amongst the kids and their granddad. And how better to celebrate than with Alpenliebe?

     

    The new campaign will be supported on television and digital platform.

     

    Commenting on the campaign, Mandar Keskar, Associate Category Director, Perfetti Van Melle India, said “The new campaign is based on a strong and relevant insight. Brand Alpenliebe has a strong right to play in this space – delicious little treat, universally affordable and loved”

     

    Kapil Batra, Executive Creative Director of McCann Worldgroup India added, “Once we zeroed in on the space the challenge was to create an engaging story that not only brings this thought alive but also connects with kids. I am confident this communication achieves the objective”

     

  • The ad is being played during the Academy month till 25th February, 2017

    Coolwinks unveils inaugural brand campaign in India

    By A Correspondent

     

    Coolwinks.com, a one-stop shop for vision care products has launched its first TV ad campaign that can be viewed exclusively during the Oscar Stunt programme aired on HBO SD and HBO HD channels up to 25th February, 2017. Promoting the punchline #OpenYourEyes, the ad is a subtle take on the stereotypical and gender-biased mindsets. It will be aired during the Academy month that is co-powered by Coolwinks.com.

     

    Conceptualized and created by Cheil Worldwide, the TVC takes forward the brand’s core communication and philosophy, ‘Discover the power of vision.’ The 15-second ad shows how three men sitting outside a café make assumptions that a woman will fail to parallel park her vehicle. The TVC goes on to highlight the stereotypical mentality of men and how it should be open their eyes to reality.

     

    Speaking of the ad campaign, Ganesh Iyer, Country Head, Coolwinks.com, said, “We are happy to co-partner with the Academy Month for releasing our brand new TVC campaign. Through our premium ad positioning, we expect a hike in our brand search queries and a boost in our overall digital campaign performance. We are confident that this TVC will further help us establish our brand identity and augment our position as the highly preferred vision care platform.”

     

    With the launch of the campaign, Coolwinks.com wants to break the common notion that eyeglasses make people look uncool and establish the fact that stylish and snazzy eyeglasses are a great way to make a fashion statement. Through this association, Coolwinks.com aims to popularize the use of eyewear that balances looks, comfort and functionality perfectly.

     

  • The brand's latest wedding film captures the special bond between a father and his daughter

    Tanishq launches Rivaah for the Indian bride

    By A Correspondent

     

    The relationship between a father and his daughter is a special one. Tanishq’s latest film for wedding jewellery Rivaah captures this very bond. Through this film, Tanishq celebrates the fact that regardless of which part of the country you hail from, every father feels the same way when his daughter is getting ready to sail into wedded bliss.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Every father in the world wants the best for his daughter and for her wedding day to be the most special day of her life. The launch of Rivaah is our endeavor to ensure that every father can give his daughter the best wedding jewellery as she begins a new chapter in her life. Every piece from the collection embodies the promise of Rivaah – to give the bride the best in terms of design, value and purity at competitive pricing.”

     

    Added Arun Iyer, CCO, Lowe Lintas: “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.”