By A Correspondent
7UP Revive, from the Pepsico stable, has rolled its first campaign for 2017 with a TVC highlighting the functional benefits of the brand in this growing category. The TVC shows a man on-the-go, breaking into a sweat and losing some of the essential electrolytes resulting in him being tired. It highlights the importance of 7UP Revive to help replenish fluids and some of the electrolytes lost in sweat.
The TVC will be followed with a digital and print campaign.
By A Correspondent
Britannia Good Day in partnership with MEC Wavemaker, a content arm of MEC India, conceptualisedwhat is being biIndia’s first brand owned campus digital radio station in an attempt to get young Indians to smile more.
Commenting on the launch, VP, Marketing, Britannia Industries Limited, Ali Harris Shere said:“Good Day is an iconic brand and enjoys immense love and equity amongst the consumers. The brand holds the baton for making Indians smile more and we know that youth with their innate optimism and cheer will do this better than any other demographic. By establishing ‘India’s 1st aural social network’, Good Day aims to connect deeper with its younger consumers. The digital radio station has been curated with a keen focus on today’s youth and their passions, and the content will reflect what’s current & trending in the country’s pop culture”.
On curating the platform for the youth, Kumar Deb Sinha, Head – India, MEC Wavemaker said:“The content space is now witnessing a change as brands prefer to own unique platforms to connect and persuade their target audience. Our task at hand was to target Gen Z, who are interested in what’s new, trending and adapts to the latest trends. To focus on this specific audience, MEC had conducted an in-depth study in understanding Gen Z through customized research and consumer behavior tracking tools, which helped to create customized and engaging audio platform called ‘Campus Radio’, a combination of preferred online (radio) and content (music) medium.â€
He added, “MEC Wavemaker always believes in creating unique content ideas that goes beyond traditional marketing activities that enables to strengthen the equity of the brand.â€
Celebrating the launch, Rahul Balyan, Head of Digital Initiatives, at Radio Mirchi said,“Radio Mirchi, in partnership with Gaana, is happy to create an online platform for Britannia that helps them engage with the College students. We have created a unique listening experience that re-invents radio for the internet-savvy youth. We are also helping Britannia connect with college students across the country through on-ground activation as well. Radio Mirchi already operates sixteen online radio stations in partnership with Gaana, and hopes to make Campus Radio the flagship online radio station of the youth of India. The challenge in digital marketing is to build meaningful engagement with consumers, and Radio Mirchi with its content creation capabilities, its iconic Rjs, and multi-media solutions is helping build that engagement for brands across digital platforms.â€
By A Correspondent
Water Communications has unveiled a new campaign for DrBatra’s based on the concept of ‘live life to the fullest’.
Speaking on the campaign, Vandana Sethhi, Director – Water Communications, said: “Today, most often, it isn’t the complex problems but basic health issues faced by an individual in everyday life that deprive them the opportunity of living life to the fullest. Skin problems, hair loss, cold and cough, obesity and stress… DrBatra’s speciality clinics offer solutions to these and many more health problems that are not only safe but also natural. It was this concept that had to be highlighted through the print campaign and the TVCs through situations that one could easily relate to.â€
By A Correspondent
In order to address the growing demand for skilled digitalmarketers worldwide,Udacity, a leader in disruptive learning technologies, announced the commencement of its new Udacity Digital Marketing Nanodegree Program.
Commenting on the launch, Ishan Gupta, MD – India, Udacity, said, “In the fast-changing marketing field, along with the freshers, even seasoned professionals need a refresher on the latest digital strategies and tools. In order to attend to this need, we have partnered with an incredible roster of industry-leading digitalmarketing companies to build a program that offers a holistic approach to the field, covers every important platform, and equips students with a broad foundation upon which to build their careers. Students will have the opportunity to learn with experts from Facebook, Google, Hootsuite, Hubspot, Mailchimp, Moz​, and more. We are thrilled about this launch and are confident that our students will be in demand like hot cakes in the market.â€
The program is a single, 3-month term, offered at an exclusive introductory price of Rs 46,000 for those who sign up this month.
By A Correspondent
As part of a novel approach to market Home Insurance, Reliance General Insurance has released a campaign that takes the conversation beyond insurance. By urging people to stop locking themselves from the world and live a more carefree life.
At the heart of the campaign, created by OgilvyOne, is a digital film produced by The Open Iris. The film is a reminder of how, in an increasingly chaotic world, our homes have become our havens of solitude. To the extent that we’ve chosen to lock out the world and become prisoners of our own free will. It however, goes on to highlight the unique village of Shani Shingnapur, where the homes and shops, have no doors. And begs the question, if they can do away with their doors, can’t we at least open ours?
Group Creative Director at OgilvyOne, Burzin Mehta, explained, “Triggering a conversation on insurance is never easy. Which is why we chose to talk about trust. Which once formed the basis of a community’s existence but is becoming increasingly elusive, across society. Our intent is to go beyond the transactional exchange of buying home insurance and connect at an attitudinal level.â€
Director Padmakumar N added, “Open Doors could well be a thought for the future of humanity – a movement away from the divisive and parochial direction we’re going in. I’ve always felt advertising could be a beacon and campaigns like this only raise its stature.â€
It may be noted that OgilvyOne has only created the campaign so please do not call the agency or us (MxMIndia) if you want to buy a home insurance policy. Call Reliance General Insurance…
By A Correspondent
Brand Street India has launched the marketing tie-up of Voltas with the latest Bollywood film Badrinath Ki Dulhania. This association has been creatively implemented by WhyStayCalm? Entertainment, who are strategic partners to Brand Street India in the domain of film integration andcontent production.
Talking about the integration, Surendra Singh, National Head, Brand Street India, said: “The integration of Voltas Fresh Air Coolers in Badrinath Ki Dulhaniya offers a convenient way of connecting two distinct identities with the consumers, just like the plot of the movie. As both the brands try to strengthen their presence at the grass-root level across India, this association is a perfect match to accomplish the same.â€
By A Correspondent
Association of Mutual Funds in India (AMFI), the trade association of Asset Management Companies (AMCs) of all Mutual Funds in India, launched a comprehensive media and communication campaign, as a part of the mutual fund industry’s investor awareness outreach program, that is aimed to position Mutual Funds as a preferred investment option for potential investors.
The campaign has been launched with the message – “Mutual Funds Sahi Hai†– through different media such as TV, Digital, radio, print, cinema and outdoor hoardings with simple, but very clear messaging through interesting advertisements in different languages. With everyday situations as the backdrop, the campaign tells prospective investors that mutual funds are the right option for them – Mutual Funds Sahi Hai – as the tagline of the campaign says.
As part of the campaign, AMFI also launched a microsite, where investors can find detailed information about mutual funds and also locate their nearest mutual fund office and mutual fund distributors. AMFI has also revamped the “Investor Corner†on its website where investors can now makeonline investment in mutual funds; download factsheets and can even view their unclaimed dividend or redemption amount with different fund houses.
By A Correspondent
Skybags, the youth brand from the house of VIP Industries, has unveiled a campaign called #PlayBackToBack to launch its latest range of backpacks. Conceptualised and executed by Law & Kenneth Saatchi & Saatchi, #PlayBackToBack showcases an imaginary scenario where brand ambassador, Varun Dhawan comes out of a bag portraying a non-stop life, packed with fun and style.
Talking about the new collection and the campaign Sudip Ghose, Vice President – Sales and Marketing, VIP Industries said:“As always the new collection will offer the best and the latest trends in backpacks. Today, backpacks have become an essential part of our lives. People don’t just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers which is portrayed exceptionally well by VarunDhawan.â€
Speaking from a creative perspective, Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi said:“Skybags is fun, stylish brand, meant for the youth. The centrepiece of the campaign is a film which captures the energy of the brand and its endorser, but is not limited by logic. And the best part is, it’s all been shot live. No CG!â€
By A Correspondent
Unveiling the latest collection under the Edge series, Titan has launched Edge Ceramic, a slim ceramic watch in its new ad film created by Ogilvy & Mather.
An ode to its legacy of Edge-like thinness, the ad film weaves in the Titan symphony with the intricacies of the ceramic material.
Said Sirish Chandrashekar– Marketing Head, Titan watches:”Edge embodies our pioneering spirit in watchmaking. Finesse, sophistication and minimalism are at the core of its DNA. When we were thinking of how best to bring alive the new ceramic proposition, this film idea seemed perfect. The film is a true reflection of the innate qualities of Titan Edge.”
Added Mahesh Gharat, Executive Creative Director, Ogilvy & Mather: “When Titan decided to launch the slimmest ceramic watch, the idea of recreating the Titan symphony on Jaltarang using fine ceramic bowls felt natural. That gave us the opportunity to work with India’s leading classical Jaltarang artist MilindTulankar and bring the idea to life.â€
By A Correspondent
Vogue Eyewear has unveiled its new communication campaign that shows the world what it really stands for. #ShowYourVogue attempts to speak to the young and curious women of the world who are firmly convinced that beauty goes further than just physical appearance, notes a communique.
“With #ShowYourVogue we want to underline the beauty Vogue Eyewear sees in all women throughout the world,†saidMariavittoria di Stasi, Vogue Eyewear Brand Director. “We’re out to liberate these beautiful creatures from the pressure and traditional notions of femininity to embrace one’s individual sense of how to be a woman today.â€
By A Correspondent
The international travel gear giant American Tourister has launched its latest campaign ‘I’m Ready’ featuring ace cricketer Virat Kohli. Speaking about the new TVC, Anushree Tainwala, Executive Director, Marketing, Samsonite South Asia Pvt. Ltd. Said: “We are excited to launch our new campaign capturing the pulse of the country today with our first Indian brand ambassador Virat Kohli. The campaign captures India’s exuberance and attitude of being ready always for anything.â€
Global youth icon and cricketer, Virat Kohli said in a statement, “I am excited to be associated with American Tourister. Great travel gear is more than just a utility or luggage, it symbolises an attitude – to be always ready to step out and embark on your journey with profound confidence. This thought has been reinforced through this campaign which has beautifully captured the true spirit of the Indian youth.â€
The concept is created by McCann and is moulded into a 360-degree campaign, including a TVC with multiple sequences. In a subtle manner, the TVC showcases what the backpacks provide to the user– the perfect balance of hands-free mobility and comfort.
Commenting on the campaign, Pradyumna Chauhan, National Creative Director, McCann Worldgroup India shared, “The film creates a great visual journey of ‘I’m ready’ with Virat as he goes on to knock the ball with the bat totally unfazed through various barriers. Given its watchability, we are sure it will deliver the ‘I’m ready’ theme for American Tourister brilliantly.â€
By A Correspondent
Gatorade India announced that it has signed on PV Sindhu as its brand ambassador. Gatorade plans to have PV Sindhu work with the Gatorade Sports Science Institute during the period of the partnership, to better understand her training and match-day nutrition
Announcing the partnership, Vipul Prakash, Vice President-Beverage Category, PepsiCo India said, “We are delighted to welcome PV Sindhu into the PepsiCo India family. We believe that Gatorade is the perfect fuel for PV Sindhu and we are happy to partner with her. Gatorade is a scientifically formulated sports drink that provides the right hydration and fueling during a strenuous game or a training session. PV Sindhu personifies the spirit of the brand through her determination and winning attitude.â€