MxMIndia

Category: MARKETING

  • The spoken parlour game that conventionally began as a family pastime has been 'gamified' on Instagram in a unique way

    Dentsu Webchutney, Flipkart launch trend chain campaign on Instagram

    By A Correspondent

     

    Dentsu Webchutney and Flipkart have taken the traditional Indian game ‘Antakshari’ to the next level. Recently, WebChutney, along with Flipkart, teamed up with some top fashion social media influencers in India to launch the Instagram campaign ‘Never Ending Trending’. The innovation engaged with users in real time wherein fashion icons showcased Flipkart’s trends via velfies and engagement posts on theirInstagram handles.

     

    The ‘Never Ending Trending’ campaign brought together 15 fashion influencers, who nominated each other to flaunt trends from Flipkart Fashion stores and keep the fashion trend chain alive. This was then amplified by influencers who interacted with users on the photo-sharing platform via a contest that drove engagement on a day-to-day basis.

     

    Said Kartikeya Bhandari – Senior Director, Marketing, Commerce Platform, Flipkart:  “Flipkart always looks to innovate on social media and engage with customers in fresh ways. In continuation with innovations like Big Billion Days – FB 360 video and Big Shopping Days – Offers Sneak Peek through FlipBot, Never Ending Trending has pushed yet another boundary and we are happy with the traction it is gaining. We will continue to do many more out-of-the-box initiatives for Flipkart Fashion in near future.”

     

    “Brands have built their presence on Instagram by means of influencer campaigns before. But the one thing that’s been missing lately is innovation in leveraging the influencers’ success on Instagram. That’s why we felt Never Ending Trending was a game-changer. The engagement levels speak for themselves; it’s more than double-taps and comments,” added PG Aditya, Creative Director, Dentsu Webchutney.

     

  • Unveiling of Nakshatra diamond jewellery's growth strategy featuring a omnichannel retail store network in Tier I and II cities along with robust online presence

    Kangana Ranaut new face of Nakshatra Diamonds

    By A Correspondent

     

    Diamond jewellery brand Nakshatra has unveiled a new brand campaign led by television commercials featuring its brand ambassador popular Bollywood star Kangana Ranaut. The new TVCs focus on the celestial inspiration of the brand centred around the traditional seven diamond motif which has a deep connection with our mythology. These films make it appropriate for the forthcoming wedding season and other auspicious days for no wedding is complete without the eternally brilliant and forever auspicious Nakshatra Diamond Jewellery.

     

    The brand also unveiled its robust growth strategy led by omnichannel retail expansion in Tier I and Tier II cities along with online presence of the lifestyle marketplace with specially curated collections of Nakshatra Diamond Jewellery and designer apparels.

     

    Said Saurav Bhattacharya, Group President – Gitanjali Group: “Nakshatra has always been positioned as the most precious jewellery brand for a modern Indian woman to adorn on her wedding or any other auspicious occasion. Kangana complements Nakshatra’s celestial brilliance as she herself is an icon of beauty, style and innovation.”

     

    Speaking about the brand’s expansion plans, Bhattacharya added “Nakshatra is now poised for major expansion and is entering an exciting growth phase. In the coming year, we plan to open 100 franchisee & coco stores and build touch points in leading jewellery retail stores across 30-40 Tier I and Tier II cities of India.”

     

  • The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip

    JWT wins creative mandate of Cello Pens

    By A Correspondent

     

    Cello Pens has awarded its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will be handled by the Mumbai office. The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip.

     

    The ad campaign conceptualised and crafted by J Walter Thompson, Mumbai, highlights how a good pen that offers comfort while writing can ease the student’s pressures while writing an exam.

     

    Commenting on the campaign’s differentiated offerings, Samarth Shrivastava – Senior VP and Executive Business Director, J Walter Thompson, Mumbai, said: “Exams come with their own pressures. You have competitive friends, concerned parents and a whole lot of well-wishers wanting you to perform at your best. Added to that is the society in our country which puts in so much emphasis on writing the exams well for success. Our client at BIC-Cello believes that through their writing instruments they must give students the finest writing experience in every way, ensuring top performance in all important exams. It’s the one thing that takes the pressure off when the student puts pen to paper. And this forms the basis of our communication. We believe the entire theatrics around exam pressures has been captured through our communication while giving the RTB for Cello Exam Expert Range (Maxriter, Pinpoint &Technotip) performance on ‘Comfortable Writing’.”

     

    Added Tanveer Khan, CMO – BIC – Cello India: “The pressure of doing well in exams is around the corner and we all know how stressful and weirdly funny exam time can be. Cello Exam Expert campaign, like our campaigns in the past, uses humour to break the clutter. It reaches out to students in a fun and interesting way to boost their confidence. The campaign emphasis that people around you will say a lot of things but the key is not to feel the pressure. Take a deep breath, pick up your Cello pen and write your exam comfortably, and pressure free! We wish all our dear students across the country Best of Luck!”

     

  • HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing their two-wheeler motor insurance

    HDFC Ergo entrusts LinTeractive with digital mandate for auto insurance campaign

    By A Correspondent

     

    HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of Mullen Lowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing its two-wheeler motor insurance.

     

    Speaking about the partnership, Mehmood Mansoori – Member of Executive Management and Group Head, HDFC Ergo General Insurance Company said, “Renewal of the two wheeler insurance policy does not take priority in the consumers mind, making it a low involvement category. The owner is more likely to forget this crucial requirement and leave it for the last moment. We look forward to working with LinTeractive and put out an exciting campaign which will innovatively push two wheeler owners to not miss the renewal of the policy.”

     

    Vikas Mehta

    Commenting on the win, Vikas Mehta, Group CMO and President – Marketing Services, Mullen Lowe Lintas Group said: “Buying two-wheeler insurance is mandatory in India. While that makes the category large, it also makes it somewhat commoditised. The task to differentiate a brand like HDFC Ergo, in a commoditized category, is both challenging and exciting. I loved the fact that they believe in a ‘digital-first’ approach and happy that they chose LinTeractive to make it happen.”

     

     

     

    Sumanta Ganguly

    Added Sumanta Ganguly, Executive Vice President, LinTeractive: “It’s rare that a campaign idea from a pitch meeting is also the campaign you end up doing, and HDFC Ergo was one such pitch. We are delighted to be working on this brand and the task of changing category codes of auto insurance.”

     

  • Since 1966, Sightsavers has worked in their three core areas – Social Inclusion, Inclusive Education and Eye Health

    Kabir Bedi named brand ambassador for Sightsavers

    By A Correspondent

     

    Sightsavers, a leading global development organisation working in over 30 countries to combat avoidable blindness and promote equal opportunities for visually impaired, announced its association with actor and director Kabir Bedi.

     

    Dr SY Quraishi, former chief election commissioner (CEC) of India and Honorary Chair of Sightsavers in India announced the news at a media event held recently. The event also saw live demonstration of self-defence by six girls who are supported by Sightsavers and have won various medals at the National Blind Judo Championship in 2016.

     

    Speaking on his association with Sightsavers India, Bedi said: “Today there is immense awareness and attempt towards eye health and care in India and Sightsavers have shown way to people at large in the country with their achievements in the area of eye care. I feel great pride to be associated with Sightsavers as their brand ambassador and I take the responsibility to draw people’s attention and sensitize them in this regards. I look forward to being part of the Sightsavers family and their commendable journey in India.”

     

  • Tea can't cure Alzheimer's but it can cure loneliness

    Red Label Tea out with another thought-provoking campaign

    By A Correspondent

     

    In keeping with its tradition of centered around togetherness, Red Label tea has launched another story in the series.Explaining the campaign, Kainaz Karmakar, ECD, Ogilvy Mumbai said: “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”

     

    Abhik Santara, EVP, Ogilvy Mumbai added: “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:: “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”

     

  • Ranveer has been an ideal casting choice for his unique sense of style and attitude that perfectly blends with the brand’s image, notes a communique

    Ranveer Singh to showcase attributes of Carrera as brand ambassador

    By A Correspondent

     

    Carrera, the lifestyle and sports eyewear brand, has announced leading Bollywood actor Ranveer Singh as its brand ambassador for India.

     

    “We are truly delighted to have Ranveer Singh as the face of Carrera” declared Kyriakos Kofinas, Managing Director IMEA region. “His infectious energy and distinct winning attitude are the perfect qualities that embody the Brand’s values. Ranveer enjoys a huge fan following amongst the Indian audiences and is loved by the youth and is also very popular in the Middle East region which is key in contributing magic for our brand.”

     

  • The reason Salt chose to do so was because it believes the current processes are rational and flawed

    Salt Brand Solutions hosts Facebook Live Pitch

    By A Correspondent

     

    You can call it the next frontier: Salt Brand Solutions responded to Nearbuy’s call for a creative pitch by presenting also on Facebook Live. The reason Salt chose to do so was because it believes the current processes are rational and flawed, notes a communique.

     

    Commenting on this, Mahesh Chauhan, founder, Salt Brand Solutions, said, “It’s exciting to see a young business leader breaking free of the conventional way of doing things. Ankur’s vision and passion to change the game clearly stand out and Salt would love to partner with him & brand Nearbuy. More importantly, he sparked a pertinent conversation about the way pitches themselves are conducted today. Besides demonstrating our way of thinking, taking our pitch live was a small first step towards making the pitch process more relevant in today’s times”. Further he said, “Pitch fee debate is more about the symptom than the disease. The best work is produced by agency-client individual partnerships and that should form the crux of the process going forward. So chemistry between two cultures should be the focal point and not just strategy and creative.”

  • Twinkle Khanna was revealed as the new brand ambassador at the L'Oreal Professionnel Indian Hairdressing Awards held in Goa on 1st March

    L’Oreal appoints Twinkle Khanna as brand ambassador for India

    By A Correspondent

     

    L’Oreal Professionnel has announce the appointment of its first Indian brand ambassador Twinkle Khanna.

     

    Said SussanVerghese GM, L’Oreal Professionnel: “For a brand like L’Oreal Professionnel, which is built on the values of innovation and being on trend, Twinkle Khanna is a perfect fit as an ambassador. She is glamorous, multifaceted and an inspiration to the woman of today. L’Oreal Professionnel is delighted to partner with her on our beauty journey together.”

     

     

  • The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features

    Dentsu One executes new campaign for Honda City 2017

    By A Correspondent

     

    Honda Cars has joined hands with Dentsu One to roll out a high decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’.

     

    The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features. The campaign highlights the car as being leagues ahead and above the competition. In the TVC, City has positioned itself as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan.The 4th Gen City aims to attract younger buyers, hence, this TVC has been developed in a way that resonates with younger audience.

     

    Talking about the campaign, Jnaneswar Sen, Senior Vice President – Marketing & Sales, Honda Cars India Ltd. Said: “The communication proposition truly puts City and the target buyer as a notch above the rest. The tonality resonates with the younger audience who is an achiever whom people would like to emulate.”

     

    Said Titus Upputuru, National Creative Director of Dentsu One: “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating it’s own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, “Your world is different from the rest because you are and always have been Worlds Ahead.”

     

    “This Honda City is a definitive segment-defying car and to showcase this – the communication had to make a higher-order statement to truly put it in and different plane thereby repositioning the rest as mere ordinary. The new Honda City ushers a new world of itself with superlative technology and remarkable design,” addedAbhinavKaushik, Senior Vice President, Dentsu One

     

     

  • The campaign is on air across leading television channels, supported by digital presence

    FCB Interface executes latest campaign for Mahindra Blazo

     

     

    As a next leg to the campaign launched in 2016, Mahindra has unveiled a new campaign for Blazo. The campaign brings back Ajay Devgn who is seen endorsing the vehicle in a dramatic and hard-hitting manner, notes a communique. The campaign has been crafted by FCB Interface and underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface:“Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity… And yes, Ajay Devgn continues to be our ‘Sutradhar’ as he has proven to be the best fit for the brand.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer … Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of brand presenter.”

     

    Said Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division: “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ … and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”

     

  • Made of Speed expresses straight up what the Baleno RS has to offer

    Hakuhodo Percept executes latest campaign for Maruti Suzuki’s Baleno RS

    By A Correspondent

     

    Maruti Suzuki has launched the Baleno RS -a more powerful and sportier variant to the Baleno Premium Hatchback. To herald its arrival, Hakuhodo Percept has rolled out a spirited and high-powered, 360-degree marketing campaign.

     

    As part of the campaign, Hakuhodo Percept has created an action-packed television commercial, which showcases the magnificence of the Baleno RS. Shot attdry lakebed of Sambhar Lake in Rajasthan, the TVC features a Red Baleno RS stirring up storm in full throttle, creating an intense visual spectacle reminiscent of a desert car rally. The action sequences of the car have been choreographed with quick driving shots, interspersed with the car making sharp turns, to highlight both its speed and precise handling. Adding to the impact of this ride of intensity in the TVC is dramatic sound, which works flawlessly in tandem with the visual narrative, leaving the viewer with an exhilarating feeling, similar to the experience of driving the Baleno RS.

     

    Speaking on the campaign, Sabuj Sengupta, NCD, Hakuhodo Percept, said, “Made of Speed expresses straight up what the Baleno RS has to offer. The high action and adrenaline-pumping sequences in the Baleno RS commercial are a perfect introduction to this more powerful and sportier variant. In fact, it complements the BoosterJet Engine campaign which created the build up to the much-anticipated car.”

     

    Also, commenting on the campaign, Vinay Pant of Maruti Suzuki, AVP, Marketing, said, “With the path-breaking 1.0 litre Boosterjet Maruti Suzuki marks its entry in the high performance segment. The 1.0 litreBoosterjet Direct Injection Turbo engine delivers outstanding power, which is 20 per cent more, than a conventional engine. At the same time, torque is over a wide range of RPM and 30 per cent higher than the 1.2 litre traditional petrol engine. Baleno RS is for the performance enthusiasts who are seeking more power; throttle response and excitement in their day-to-day driving.”