MxMIndia

Category: MARKETING

  • Spawake is a skincare brand developed to meet the needs, and growth potential of the Indian cosmetics market

    Spawake signs Neha Sharma as brand ambassador

    By A Correspondent

     

    Launched in India by Japanese beauty and cosmetics major Kose Corporation, one of the largest beauty and cosmetic companies of Japan, skincare brand Spawakeis celebrating its second in the Indian market with a complete makeover.

     

    Commenting on the Indian strategy, Takashi Nomura, Director and CEO, Kose Corporation India Pvt. Ltd. said, “Spawake is a brand infused with technology from Japan, and has been extensively researched and developed for Indian women based on their preferences and consumer survey. We at KOSÉ believe that Indian women have had an opportunity to experience the true quality of Spawake products for 2 years and have received tremendous response from its consumers. Spawake will continue to launch innovative products to achieve our policy,  ‘Consistently offer new creations derived from Japan, to bloom the beauty of Indian women.’”

     

    Bollywood actress Neha Sharma has been appointed brand ambassador of Spawake. Speaking on her association with the brand, the actress commented saying: “I’m delighted to be associated with global skincare and cosmetics company Kose.”

     

  • The idea is based on a simple premise, that drivers are often reluctant to fit speed sensors in their car

    CEAT’s latest campaign strums the emotional chords to the safety song

    By A Correspondent

     

    Leading Indian tyre manufacturer Ceat Ltd took a leaf out of its creative innovation catalogue as it launched its latest instalment of its Drive Safe Dad campaign. The focus is on discouraging dads from over speeding their vehicles which is one of the major factors for road accidents.

     

    Speaking on the occasion,Nitish Bajaj, Vice President-Marketing, Ceat Ltd said: “The campaign taps into the love and bond shared between a father and his child, encouraging them to be more responsible on the road and follow the rules, more diligently. Drive Safe Dad is a unique concept that merges with our purpose of safety seamlessly and we intend to take more such road safety initiatives in future.”

     

    Added Kiran Anthony, Executive Creative Director, Ogilvy & Mather: “Ceat Drive Safe Dad Bobblehead is the latest initiative in CEAT’s long standing commitment to fostering safety on Indian roads. Using a personalised reminder modelled on one’s child helped drive behaviour change in an effective and endearing manner, without sounding preachy.”

     

  • UrbanClap hopes to strengthen its position among both consumers and competitors as one of the best on-demand service providers in the country

    UrbanClap unveils new TVC starring Sumeet Vyas & Rasika Dugal

    By A Correspondent

     

    UrbanClap has announced the launch of its third TV commercial starring Sumeet Vyas and Rasika Dugal created by CellarDoor. In its ongoing endeavour to increase customer touch base, UrbanClap hopes to strengthen its position among both consumers and competitors as one of the best on-demand service providers in the country.

     

    Commenting on the launch, Abhiraj Bhal, Co–founder, UrbanClap said: “Our target audience consists primarily of working professionals in urban areas who require our services to sort their day-to-day tasks and chores and make life simple. With this in mind, we believed that Sumeet and Rasika were the perfect choice to convey our message- UrbanClap is all about delivering high-quality, reliable services at just the push of a button.”

     

    Elaborating further on the launch, Rishav Rastogi of Cellar Door said: “UrbanClap’s brand team is very clear about their consumers and how their services fit into their lives. With the current TVC, they wanted to highlight the reliability of UrbanClap and the breadth of services available. They wanted to work with known faces who would also be relatable, while our script demanded very good acting. So Rasika and Sumeet fit the roles perfectly. With their experience, they brought more than just the performance to the table and were great sports to work with.”

     

     

  • The six-point marks are the foundation of branding excellence for any brand

    Brands fall short in providing excellence, notes Superbrands India Study

    By A Correspondent

     

    As Superbrands India gets set for the fifth edition of Business Superbrands tomorrow (March 24). as many as 1008 brands have fallen by the way side in its proprietary six-point mark on a scale of 1-10, notes a communique. This two-step process takes into account the views and experiences of marketing professionals and an evaluation of the brands that passed this scrutiny by the independent Superbrands India Council. The six-point marks are the foundation of branding excellence for any brand.

     

    According to Anmol Dar, Managing Director and Chairman, Superbrands India, “This year’s edition is special since it sees the participation of several new brands. Amongst them are the Bird Group, H R Johnson, IFFCO, IMRB, M P Tourism, S Chand, SAP, Tata Wiron, TCI Express and Yes Bank. American Express and Sify have made a comeback after ten years. Twenty-one brands have retained their position as Business Superbrands by paying close attention to their evolving customers and committing themselves to providing exceptional value.”

     

    “Of the 1100 brands we started with 650 fell in the first stage of the study, the remaining 450 brands were sent to members of the Superbrands Council comprising Arnab Goswami, former President News Times Network; Getamber Anand, President Credai National and Chairman & Managing Director ATS Infrastructure; Harish Badami, Managing Director, ACC Cements; Pawan Agarwal, Director Dainik Bhaskar; Rajiv Agarwal, Chief Executive Officer Essar Shipping & Ports; Raman Roy, Chairman & Managing Director Quattro Global Services; Suresh Goklaney, Vice Chairman Eureka Forbes and Vipin Sondhi, Managing Director, JCB India,” said Dar.

     

    Further, Dar added, “155 brands out of 450 were shortlisted by the council. Most brands that failed to make the cut were possibly aberrant in their customer response or simply failed to hear the customer. Both absolutely sinful and unforgivable reactions to a market straining at the leash to get ahead.”

     

  • The campaign highlights the unique bond that audiences share with music; which is almost like a marriage between two soul mates

    Mullen Lintas creates campaign for MTV Beats

    By A Correspondent

     

    The recently launched Hindi music channel, MTV Beats from the Viacom18 stable, has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music which is almost like a marriage between two soul mates.

     

    Talking about the marketing campaign, Ferzad Palia, Head, Youth and English Entertainment, Viacom18 said: “Music is an important medium to reach out to young people today, and nobody does music better than MTV. So now that MTV Beats is here, we are heralding it as the birth of the ‘Baap’ of music because after all, MTV is the big daddy of music. In true MTV style, the marketing campaign is quirky, unabashed and irreverent yet it clearly communicates the brand’s positioning of being the ultimate destination for Hindi music any time of the day or week. I’d like to thank Mullen Lintas for the creative thought they’ve put into this. The tagline – ‘Blood meinhai beat’ draws heavily from India’s obsession with Bollywood music and reinforces the belief that music is a part of every Indian’s very DNA.”

     

    Commenting on the campaign strategy, Ayyappan Raj, EVP-Mullen Lintas said: “It’s one of the most fun campaigns that Mullen Lintas Mumbai has worked on in the recent past. When an iconic brand like MTV is launching a Bollywood music channel there is a strong desire to create something big and different. With that in mind, we wanted to make a statement about the launch of BEATS and in the quintessential brand tonality. We are very happy with the way the campaign has come together. Also we are quite happy about the fact that we have ‘delivered’ another successful brand launch for the Viacom18 group.”

     

  • Durex is all set to make its way into Jeans, which is first of its kind and this new association with Ranveer has already set the stage

    Durex gets into denims with Ranveer Singh

    By A Correspondent

     

    Actor Ranveer Singh has announced his association with Durex’s jeans foray. The actor attemtps to bring alive the flavour of the new product in the teaser video released recently. In the video, Ranveer is seen in a trial room telling his fans saying “Guys Durex is launching Jeans and I am the first one to try it… Then he goes into the trial room and shouts, Guys this fits really well…”

     

  • A1 is the first flagship model under #Selfistan and will be followed by the launch of other models under the same umbrella

    Gionee looks to make a mark with #Selfiestan

    By A Correspondent

     

    Mullen Lintas Delhi has developed an idea called “#Selfiestan” for Gioneeto differentiate Gionee A1 from any comparison in the world of selfies.

     

    Speaking on the launch of the campaign, Arvind R Vohra, Managing Director and Country Head, GioneeIndia said: “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We at Gionee India are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”

     

    The campaign stars Alia Bhatt, one of the brand ambassadors of Gionee. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio and Activation as well.

     

    Highlighting the creative thought process behind the campaign, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “Our belief in Gionee being a huge, centre of the market brand, led us to strategise towards not just feature-led smartphones, but towards having a POV. So while other brands are still saying why they are good for Selfies, Gionee chooses to take the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today”.

     

  • The campaign has gone live on popular television channels across the country and is being complemented by communication across online and Outdoor mediums as well

    Reliance Trends and Lowe Lintas Bangalore create campaign for youth

    By A Correspondent

     

    Leading apparel retail chain Reliance Trends has launched a nationwide brand campaign to announce its new brand positioning along with the new visual identity. The brand has taken on a youthful, contemporary and a more fashionable imagery. The campaign by Lowe Lintas Bangalore captures the creativity and spontaneity of today’s youngsters.

     

    Commenting on the new campaign, Akhilesh Prasad – CEO Reliance Trends said: “We live in interesting times.Fashion as we know it, has evolved tremendously over the last decade. Reliance Trends has redefined the value fashion segment in the country. Staying in sync with the times, we have unveiled our new brand identity and positioning, making the brand more fashionable and youthful. The launch film will showcase Reliance Trends in a new avatar and firmly establish it as ‘the largest destination for the widest range in value fashion’.  This changeover marks a new phase of growth for us as we consolidate our position as the biggest fashion retailer in the country.”

     

    Highlighting the thought process behind the campaign, Hari Krishnan – President, Lowe Lintas said: “The launch of the new identity for Reliance Trends, was an opportunity to establish that Fashion & Trends go hand in hand. Our creative team along with Zoya Akhtar have created the right balance of high fashion and everyday relevance”

     

  • The film has been directed by famous Bollywood director, Tigmanshu Dhulia

    Infectious executes for Tasty Treat with Tigmanshu Dhulia

    By A Correspondent

     

    Tasty Treat has launched desibhujia in four international flavours – Wasabi, PeriPeri, Barbeque and Schezwan with a campaign titled “BhujiaGhoomAayiDuniya” created by Infectious. Inspired by classic Bollywood plot twists, the ad features the four sons of the bhujia family who get separated at a fair and literally travel the world only to reunite with their family again, transformed by their travel. Just like the new flavours, the campaign too has its share of spice and twist. The film has been directed by Tigmanshu Dhulia.

     

    Speaking on the launch of this campaign, Shantanu Prakash, Vice President, Brands – Future Brands said: “Tasty Treat is redefining the idea of traditional Indian snacks for the new India. Our international range of bhuji as is a step in that direction. When Infectious suggested Mr. Tigmanshu Dhulia as the director, it just fell in place. It needed someone like him. This campaign with its ‘twisted’ take on the 1970s lost&found masala Hindi films, helps take the whole effort forward.”.

     

    Leading the team behind this campaign, Ramanuj Shastry, Co-founder of Infectious, said: “Humour is Tasty Treat’s personality. Their first campaign, ‘YehPhisleeNeeyat’ too was built around a quirky idea. But ‘BhujiaGhoomAayiDuniya’ takes the fun quotient up by a few notches. The personification of the new flavours makes for an engaging and memorable story that would stand out in today’s clutter.”

     

    Added Nisha Singhania, Co-founder of Infectious, “In the F&B category where all brands are trying to be about health and taste, Tasty Treat is refreshing as it is focused only on taste. Credit to the brave brand team for agreeing to such an unconventional idea.”

  • Vodafone's latest campaign brings alive benefits of this data strong network through everyday life moments

    Vodafone elaborates on benefits of SuperNet 4G in latest campaign

    By A Correspondent

     

    Vodafone’s newest campaign has unveiled a new campaign to create awareness about Vodafone SuperNet 4G through OOH, digital, and on-ground activations.

     

    Said Siddharth Banerjee, Executive Vice President, Marketing, Vodafone India:“Our research and consumer insights indicate that customers are using mobile internet for multiple applications like live streaming, movie download, video calls, etc. Vodafone has invested in building Vodafone SuperNet™ 4G – The Data Strong Network™ to provide a fast and consistent mobile internet experience for our customers. Our latest campaign captures moments from everyday life built on popular use cases to dramatise the benefits of Vodafone SuperNet- the Data Strong Network.”

  • The shortcomings from the research catapulted the gaps in gender equality and violence against women, men and others in general

    Love Matters joins hands with Ogilvy One to bash sexism in Bollywood songs

    By A Correspondent

     

    More than 63 per cent of urban Indians listen to music online notes a research conducted by JuxtSmartMandate, And the most preferred genre is Bollywood. The impact of which is so strong that people have started imbibing its influence on their consumer habits. Not just that, a large number of these songs has had a direct impact on the behavior of young listeners.

     

    The shortcomings from the research catapulted the gaps in gender equality and violence against women, men and others in general. These learning’s pushed Love Matters India to launch a campaign created by OgilvyOne, on addressing how popular media and Bollywood is unwittingly propagating sexism and gender inequality through songs.

     

    The campaign, #NotMusicToMyEars,was strategised after keeping in mind the recent events of censorship and acts of atrocities against women in India.While everyone loves dancing to a soul-stirring song, the lyrics often go unnoticed. And it doesn’t take much of an effort to discover just how many popular songs have lyrics that are down-right derogatory of women’s rights and even their bodies. Love Matters aims to break this pattern and ensure that pop culture is aligned to ethics of gender equality and respect.

     

    Said Vithika Yadav, Country Head of Love Matters India: “#NotMusicToMyEars is crucial for young people as we see more and more of them accessing the digital space. Entertainment and media has been a huge influencer in India, and we’ve realised that the gaps in gender equality and other taboo issues could be filled if we start sensitizing these spaces. It is very important to raise a voice on such songs as they do not fulfil any substantial goals, but lead to further stereotyping.”

     

    Added Burzin Mehta, Group Creative Director, OgilvyOne: “It’s sometimes so easy to get carried away with the music we all love to hear, the lyrics almost don’t matter. And before we know it, they’re part of our collective sub-conscious. #NotMusicToMyEars aims to focus the spotlight on lyrics, which if we paid attention to, would make any of us cringe. Hopefully, it’ll get the attention of the folks that matter. And result in songs we can dance as well as sing out aloud.”

     

  • The sportstaras been signed on for Panasonic's battery division for the next three years

    Panasonic Batteries signs up PV Sindhu as brand ambassador

    By A Correspondent

     

    PV Sindhu, the 2016 Olympic silver medalist, has been appointed brand ambassador of Panasonic Energy India Co. Ltd, one of India’s largest manufacturer and supplier of dry cell batteries and lighting products. The 21-year-old has been signed on for Panasonic’s battery division for the next three years as a part of strategic decision to enrich the brand image.

     

    “I have always admired Panasonic products and now to partner with such a premium brand, is an amazing honour,” said PV Sindhu.

     

    “PV Sindhu is an exceptional athlete. She exudes power and performance through her sport. These are precisely the traits that Panasonic Batteries are known for,” stated Manish Sharma, President and CEO, Panasonic India and South-Asia. “We are proud to welcome the ace badminton player into the Panasonic family. Not only she resonates our vision of becoming the No.1 (Global Battery Manufacturer) but also possesses the right mixture of dedication, reliance and charisma which makes her the ideal choice for Panasonic.”