MxMIndia

Category: MARKETING

  • The campaign celebrates all iconic brands and campaigns that have been impacted by this industry benchmark award

    The Advertising Club unveils “#MADEOFABBY” ad campaign

    By A Correspondent

     

    Abby 2017 has unveiled an ad campaign titled #MADEOFABBY for promoting the forthcoming Abby Awards to be held at Goafest in April 2017. The campaign celebrates all iconic brands and campaigns that have been impacted by the award and could be called, #MADEOFABBY.

     

    Conceptualised and created by Scarecrow and mentored by Ad Club President Raj Nayak, Awards Governing Council Chairman Ramesh Narayan and team, the 3D rendering of the images was done by Cocktail Art Co. Forming the premise of the campaign thought has been the retrospective research statistics that showcases the large number of the renowned ABBY metal won by leading creative agencies over a period of 22 years starting from 1994 to 2016: DDB Mudra – 207 metals, McCann 113 metals, Taproot – 67metals, Contract – 183 metals and JWT – 290 metals.

     

    Speaking about the engaging campaign Narayansaid: “Our​ creative ​stars, great creative agencies, clients and even the legendary creative brands of our industry, all have a little bit of ABBY in them.​They have all had a very mutually complimentary relationship. In a sense, they​ are all #MADEOFABBY.  It is this emotion that we have endeavored to tap into. We are sure that this inspiring and emotive campaign will generate a sense of pride and belonging amongst the entire fraternity towards the ABBY’s”.

     

    Speaking about the campaign and its intent Manish Bhatt, Founder Director, Scarecrow Communications Ltd and Member – Managing Committee, The Advertising Club said “Showcasing the glory of ABBY, last year we articulated our differentiator of Indian-ness which insightfully synced with the current sentiment and mood of our country. Moving towards the next echelon, we have leveraged ABBY’s various other uniqueness over and above the Indian-ness of the awards”

     

    Added Nayak: “The ABBY awards have played a central and inspiring role in the personal and professional journey of all advertising professionals. The awards have been the single most decisive platform showcasing the strength and value of the Indian advertising industry to the world. With this moving campaign we have set out to take down memory lane every individual and brand that has been touched by the ABBYs”

     

     

  • The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence

    FCB Interface’s new campaign for Blue Star

    By A Correspondent

     

    FCB Interface has a created a new brand campaign for Blue Star which has taken the ‘Precision Cooling’ of its inverter AC to a whole new level where it allows setting the temperature in decimals. The campaign has been released on the digital platform and will soon be on air across leading channels supported by print, digital and OOH presence.

     

    The film shows an inconsequential fight between a couple over disagreement of room temperature. Both are stuck on a temperature which each feels comfortable with. This recoils a quirky, dramatic hand-shadow fight between the two of them. This is where the Blue Star AC with precision cooling comes into the picture and the couple shadow fighting ferociously like animals end up as love birds and the fight ends in truce.

     

    Said B Thiagarajan, Joint Managing Director, Blue Star Limited: “Blue Star has set a new benchmark in the air-conditioner industry with the launch of India’s first Precision Inverter Split AC that allows temperature setting in decimals to provide the user with precise cooling as desired for ultimate comfort. The TVC communicates the need for cooling in decimals and we are sure most of the viewers will relate to this insight”.

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Blue Star films have always been quirky and this one’s no different. To bring alive the insight of how couples disagree on the right temperature in the room, we used a hand-shadow fight between animals. Vicious wolves transform into dinosaurs and then sharp-toothed monsters. Peace returns to the household only when they discover the new Blue Star Inverter Split, which allows them to make temperature adjustments in decimal points. There is absolutely no use of computer graphics in the film. The shadows were created live, on set, by the finest exponents of hand shadowgraphy in the country – the Kolkata-based father-son team of Amar and Arko Sen.”

     

  • A key aspect of Alpenliebe Juzt Jelly products is the promise of 25 per cent fruit pulp content

    Alpenliebe Juzt Jelly brings in another innovation

    By A Correspondent

     

    There is new advertising from the McCann Worldwide stable for Perfetti Van Melle India for Alpenliebe Juzt Jelly brand which has launched Jelly Bottles in cola and mango flavours.

     

    The key advertising task was to communicate the new bottles made with 25per cent fruit pulp and the campaign delivers well on it. The commercial starts with a kid asking his mother for a bottle to light a rocket. To his surprise, the mother offers him a Juzt Jelly Bottle, confidently asserting that it can also make a rocket fly. The kid is left perplexed and what follows is a tale of extremely engaging visuals of human rockets.

     

    Commenting on the launch, Mandar Keskar, Associate Category Director, Perfetti Van Melle India said: “PVMI is the first to bring jellies in exciting bear and bottle shapes to the Indian market. These products add a new dimension to jellies category and have helped expand market aggressively. We are sure that new Alpenliebe Juzt Jelly Bottles will be loved by the consumers as much as the Fruity Bears.”

     

    On the communication, Kapil Batra, ECD, McCann India said: “The challenge was to make the bottle shape the hero, while keeping the irresistible proposition of Juzt Jelly intact. With this copy, I think we have done that quite well. It’s fun, its clutter-breaking and I’m sure kids are going to love this as much as the Juzt Jelly Bottles!”

     

  • Ahuja will report to CEO Valerie Pinto

    Weber Shandwick appoints Aparna Ahuja to build a future-ready agency

    By A Correspondent

     

    Weber Shandwick has announced Arpana Kumar Ahuja as head of integration, strategy and marketing development for Weber Shandwick India. Based in New Delhi, Arpana will report to CEO Valerie Pinto and is positioned to lead the firm’s strategy towards integration and focus on driving a cultural change in order to build a future-ready agency.

     

    A veteran communications professional with over 25 years’ experience, Ahuja is a well-networked and respected professional within the PR industry in India. Most recently, Ahuja was chief growth officer at PR Pundit, prior to which she was the director of communications at  Encyclopedia Britannica.

     

    “We’re well within our journey to become one of the most creative communications firms within the industry and continue to aggressively look for talent that can shape our culture and bring fresh perspective to the business.  Arpana brings to the table a freshness, maturity, client network and aggression that will further enhance our growth positioning in the country,” said Pinto on the appointment.

     

    Commenting on her announcement, Ahuja said, “Weber Shandwick is setting benchmarks world over and have established their position as one of the most relevant PR firms changing the face of the industry, globally.  The work and focus that the agency has today is one that inspires me.  Weber Shandwick is clearly one of the most exciting agencies to work with today and I am looking forward to the journey,”

     

  • The 10th season of Vivo IPL 2017 will give fans a first-hand experience of the IPL trophy with its multi-city trophy tour

    IPL unveils new logo for 10th edition

    By A Correspondent

     

    In its 10th edition, the Indian Premier League has unveiled a new logo. The logo attempts to capture 10 years of the tournament with the pose of a batsman playing a shot alongside the logos of the device-maker and IPL.

     

    A multi-city trophy tour will give fans a first-hand experience of the trophy. In addition, fans can experience a stadium-like environment at fan parks across 38 cities.

     

    The 2017 edition of IPL is scheduled to be held from April 5 to May 21.

     

  • India's next-gen eyewear innovator is poised to make wearing eyeglasses sexy

    Lenskart.com launches new ad campaign – ‘Specsy is the new Sexy’

    By A Correspondent

     

    Lenskart.com has launched its brand new advertising campaign, ‘Specsy is the new Sexy’, that aims to make eyeglasses a must have accessory for the upwardly mobile Indian.

     

    In the new ad campaign conceptualized by Taproot Denstu, Lenskart.com builds on the positives of wearing eyeglasses,positioning them as a cool accessory that helps wearers make the right impression no matter what the situation and demonstrates just how easy it is to buy a pair on Lenskart.com

     

    Speaking on the idea behind the campaign, Peyush Bansal, CEO, Lenskart, commented, “We wanted to expand the reach and appeal of our products to a larger audience. Gone are the days when spectacles were seen as an unwanted style killer. Today they have emerged as a cool fashion accessory, lending an edge and a signature style to wearers. We wanted to broadcast this idea to the whole world. We at Lenskart, love spectacles and do everything we can to make consumers, who need them, love wearing and buying them. We hope people who need spectacles will no longer feel shy of wearing them.Our brand essence is addictive playfulness and we wanted to bring it alive for our consumers”.

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: :Traditionally, wearing specs has been a bit of a handicap. Chashmish, 4-Eyes, Double Battery and other such nicknames have been given to people with specs and clearly not to flatter them. Today, the tables have turned and as India’s best-known eyewear e-tailer, Lenskart’s new campaign demonstrates why being specsy is actually an advantage, in the brand’s trademark tongue-in-cheek style.”

     

     

  • Redefines Water Purifier Space through Ad Campaign 'Ab India PeeyegaAchcha'

    Moonbow urges India to drink clean water in latest ad campaign

    By A Correspondent

     

    Moonbow, the umbrella brand from leading sanitary ware company HSIL Limited launched a new TVC campaign ‘Ab India PeeyegaAchcha’ for its water purifiers.

     

    The TVC narrates the story about the innocence of childhood as children from different socio-economic background play together and share water since ‘Accha Paani Share Karna Acchi Aadat Hai’. The new TVC visibly captures Moonbow’s initiative to highlight that everybody irrespective of their race, caste or creed is entitled to pure drinking water.

     

    Speaking on the new brand campaign, Rakesh Kaul, President, Consumer Products Division, HSIL Limited, said, “One of the biggest challenges in India today is access to clean drinking water. With this TVC, we perfectly capture the brands commitment towards providing consumers across India with clean drinking water. The TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news and movie channels from 14th February 2017 onwards.”

     

    Speaking on the TVC, a Contract spokesperson said: “In a fairly cluttered market, where every brand spoke of technology and gave rationale to why their water purifier works seemed very similar to each other. The idea really qualitatively talks about the collective spirit with ‘Ab India Peeyega Achha’. While the broader theme was about Sharing is good, and with Moonbow Water Purifier, you share good water no matter who you are sharing it with.”

     

  • This percentage is growing as more and more children are developing myopia at early age

    LinEngage initiates an education-led program for Acuvue

    By A Correspondent

     

    Refractive error, defined as optical imperfections that prevent the eye from properly focusing light, causing blurred vision affects an estimated 30% of the population globally. This percentage is growing as more and more children are developing myopia at early age.

     

    Acuvue® Brand Contact Lenses along with LinEngage – the experiential marketing & activation agency of MullenLowe Lintas Group, have initiated a program to create awareness on the importance of eye health and promote early detection of refractive errors among young students in India. The diagnosis is conducted by trained optometrists and wherever appropriate, the students are encouraged to try contact lens, one of the effective vision correction options available today. This method of eyesight correction allows students to not only see better, but also feel more confident about their looks. It also enables them to continue with all their activities that could have otherwise been hampered due to use of spectacles.

     

    Acuvue® &LinEngage orchestrated this unique engagement initiative. It’s an initiative that needs a deep understanding of the campus dynamics, youth mindset and the sensitive nature of the product. The first such trial was conducted recently across 3 colleges in Mumbai and plans are afoot to organize it across more colleges as well. About 2000 students have already participated and benefitted from the positive outcome of the program.

     

    Commenting on the initiative undertaken by the company, Vivek Bhatnagar, Director – Vision Care, said: “Anchored by a vision to bring healthy vision to people in India, Acuvue® believes that this initiative will help the younger generation to become more aware and learn about the importance of eye-health at an early age itself. The initial feedback from students in Mumbai has been positive and we are looking to expand this initiative to other parts of the country.”

     

    Sharing the communication objective behind this initiative, Sriharsh Grandhe, EVP, LinEngage said: “Contact Lenses in India has been a stubborn category with very little momentum. Primarily, there is a big lacking in consumer familiarity and misinformation. LinEngage’s specialized approach using technology for engaging with audiences interestingly has shown promise. We are excited about partnering with Acuvue® in the consumer education initiative.”

     

    In India, Contact Lens as a category has not yet taken off and is used by a very small percentage of the population. Few reasons for its poor adoptions are:

    :: Potential wearers have very little knowledge about CL and they carry many myths about them in their mind

    :: The Optometrists are comfortable to offer specs instead of CL as the patient does not ask for CL; and also wearing CL is a more skillful job which many Optometrists do not possess or have low confidence in

    :: The owners of optical outlets prefer to sell spectacles for two reasons: they are perceived to have high margins and also the owner has freedom to decide the price as there is usually no MRP on the product

     

    With this initiative, Acuvue® and LinEngage seek to create awareness on the importance of eye health and promote early detection of refractive errors among young students in India.

     

  • The partnership between Virat and PUMA is for eight years, which will see PUMA and ViratKohli work towards transforming the sports and fitness ecosystem in India

    Puma signs Virat Kohli as brand ambassador

    By A Correspondent

     

    Global Sportswear brand Puma announced the signing of Indian cricket captain Virat Kohli as its global brand ambassador. Kohli joins the global sports brand’s growing portfolio of world renowned athletes. The partnership between Kohli and Puma is for eight years, which will see both work towards transforming the sports and fitness ecosystem in India.

     

    As part of the association, Virat will work closely with Puain developing a line which will include cricket, fitness and sports style. This range would be launched in the Autumn Winter season this year.

     

    Speaking on the occasion, Abhishek Ganguly, Managing Director, Puma India said: “It gives us immense pleasure and pride in announcing this association with the country’s favourite youth icon and world class athlete – Virat Kohli.”

     

    Kohli joins an expanding list of sportsmen who have partnered with Puma. Past collaborations have included Usain Bolt, Asafa Powell, Thierry Henry, Antoine Griezmann, CescFàbregas, Olivier Giroud amongst others. The brand has also garnered an impressive list of pop culture icons like Rihanna, Rapper Meek Mill, The Weeknd among other notable names.

     

     

  • With this development, the agency will focus on designing exceptional brand experiences that are even more immersive, interactive, and emotionally compelling

    Fountainhead | MKTG unifies digital and activations verticals to create integrated experiential marketing offering

    By A Correspondent

     

    Fountainhead | MKTG has unified its activations vertical in the West region with Fountainhead Digital | MKTG, its digital marketing and creative technology vertical.

     

    With over 200 people across offices in Mumbai, Delhi and Bengaluru, the agency operates across four specialist verticals – Fountainhead Events, Oranjuice Entertainment, Fountainhead Corporate Journeys and the newly unified Fountainhead Digital & Activations.

     

    With this development, the agency will focus on designing exceptional brand experiences that are even more immersive, interactive, and emotionally compelling. It will aggressively venture into new areas of marketing innovations that will orchestrate the customer experience across all channels to be seamless, integrated, and consistent. Further, this will leverage their strong in-house Creative Technology and digital expertise to drive even more campaigns using new media, virtual and augmented reality, analytics, interaction design and internet of things innovations.

     

    “In today’s rapidly changing marketing topography, it is necessary to consider the need of integrating brand experiences beyond the digital and physical spheres, and combining communication media to ensure completeness and consistency across various marketing touch points,” said Thapas Joseph, President – Digital & Activations at Fountainhead | MKTG.

     

    “We are truly excited about this blend of Digital and Activations that will prove to be a great platform for promoting true mastery and excellence in the experiential marketing industry,” said Brian Tellis, Group Chief Executive Officer and Co-Founder of Fountainhead | MKTG.

     

  • In pursuit of its mission to spark social change through its 'NayiSoch' campaign, Star Plus has released a special Women's Day communication featuring superstar Aamir Khan

    Star Plus launches new campaign starring Aamir Khan

    By A Correspondent

     

    Star Plus has released a special Women’s Day communication featuring superstar Aamir Khan. Created by Ogilvy and directed by adman-turned-film-maker Nitesh Tiwari, the ad puts the spotlight on one of the nation’s biggest social issues of gender inequality and takes it head on.

     

    Said Uday Shankar, Chairman & CEO, Star India: ”We at Star believe that daughters are equally capable to bring laurels to their families and society. Our latest NayiSoch film reflects this confidence. It not only questions the gender discrimination that still exists, but also iterates our belief that it is time for fathers to step up and inspire their daughters with confidence and self-belief. Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish.”

     

    Notes a communique: “The brand film is a reflection of how in a nation of over 10 million shops and establishments, it is hard to find even a single one that holds the title of “And Daughters” – it is always ”And Sons”.”

     

    Indeed.

     

  • The name 'Karma' has been inspired by the legacy of Mudra which, born in Ahmedabad made the city its 'Karmabhoomi'

    DDB Mudra goes on startup mode, launches ‘Karma’

    By A Correspondent

     

    DDB Mudra has launched ‘Karma’, an agency headquartered in Mumbai, which is established as a “creative business catalyst with an agenda to partner those clients who are making small beginnings but are nurturing larger ambitions”.

     

    Karma will provide clients with an expertise of a full-service large agency, notes a communique, adding: “As Karma follows a zero hierarchy structure and has a young, empowered and talented team who is entrepreneurial by mindset, the turn-around time for solutions is faster and smoother”.

     

    Sanjay Panday

    The agency’s team comprises Sanjay Panday on the business front and his creative partner Vinayak Nayak. Panday has Ronak Shah as his Business Partner in Ahmedabad and Makarand Gholba, his Business Partner in Mumbai. In the first few months of its inception, Karma has acquired clients such as Brand Factory, SOTC and Shree Plan Your Journey in Mumbai and Arvind Infrastructure, Chartered Speed and Electrotherm in Ahmedabad. The Karma team’s latest campaigns includes SOTC’s ‘Summer 2017’, Brand Factory’s Free Shopping Weekend & Denim Fest.

     

     

     

    Rajiv Sabnis

    Speaking on the launch, Rajiv Sabnis, Executive Director, DDB Mudra Group said, “Karma has been conceived to tap into the start-up story of India. Many young entrepreneurs, who have big ambitions but are making small beginnings, need a creative partner who can be a catalyst in their business success. Since Karma itself is a start-up, it understands the challenges and opportunities that businesses starting up need to overcome, to succeed and grow.”

     

    Added Sanjay Panday, Business Partner, Karma, “Karma is a tribute to our roots. It aims at creating a disruption in the market place with its new model and is bound to kill silos with its fresh ideas.”