MxMIndia

Category: MARKETING

  • His core responsibilities include leading and fashioning agency’s key accounts creatively and adding new businesses to the agency portfolio

    Arun Viswanath appointed ECD at Percept/H

    By A Correspondent

     

    Arun Viswanath

    Arun Viswanath has been appointed Executive Creative Director, Percept/H. His core responsibilities include leading and fashioning agency’s key accounts creatively and adding new businesses to the agency portfolio. Viswanath’s mandate is to up the ante in Pune, a key market for Percept One, with clients like Force Motors and Panchshil Realty, and then across Percept One including FedEx and MasterCard.

     

    Said Nupur Mahajan, Chief Executive Officer, Percept One: “As an agency, we are committed to our clients’ business and do everything possible to bring the best and most cutting-edge talent on board. With Arun’s diverse experience across verticals and mediums coupled with his can-do fire, I foresee happy clients and meaningful partnerships.”

     

    Commenting on his appointment, Viswanath said: “I am excited to be associated with Percept One and looking forward to boost the agency’s upward trajectory. I intend to build with zest using the strength of innovation across the group’s portfolio and deliver ideas that works for our clients.”

     

     

  • Brand Street India spearheads the dual purpose campaign

    Godrej Yummiez propels its marketing initiatives through BTL activities

    By A Correspondent

     

    Godrej Yummiez from the house of Godrej Tyson Foods, a leading player in the processed poultry segment, has commenced its BTL marketing to support its TV and digital marketing campaigns.

     

    The first set of tests for this BTL activity was rolled out proactively in Bengaluru by Brand Street India. In order to leverage product experience, Yummiez Chicken Nuggets and Cheese Corn Nuggets were fried on the spot and served piping hot to the consumers at these outlets.Speaking about their association, Surendra Singh, Brand Street India, said: “We are extremely ecstatic about having convinced Godrej Tyson Foods of our expertise, and our concept that will help create value for their best known brand Godrej Yummiez.”

     

    Godrej chose BSI for the activation of the campaigns because of its successful streak of marketing campaigns for FMCG brands, notes a communique.

     

  • The film has been conceptualised by Lowe Lintas and directed by Mikon Van Gastel

    Liva’s latest campaign starring Kangana Ranaut creates stir

    By A Correspondent

     

    Aditya Birla Group has unveiled a new campaign by Lowe Lintas starring KanganaRanaut. It is about a new-age fabric called Liva that infuses incredible fluidity into garments, notes a communique.

     

    Said Rajeev Gopal, CMO, Birla Cellulose: “The vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also, as LIVA promises fluidity, it comes alive much better in a moving medium than in print. So it’s a natural progression for the brand’s advertising to now move from print to television.”

     

    Added Raj Gupta, CEO, Lowe Lintas: “Liva is certainly going to bring about a transformation when it comes to fashion garments. It’s fluid, soft and drapes beautifully, so much so that it moves with you. As compared to most other fabrics that box you in, Liva liberates you.”

     

    Commented Deepa Geethakrishnan, National Creative Director, Lowe Lintas: “Liva is not just a natural fibre, or a fabric, or a garment or a fashion statement. Liva is all of this and more!! The challenge was to bring alive this story of LIVA, in an edgy way, so it stands out in the cluttered fashion playground. And who better than Kangana Ranaut, to flaunt the Liva Flow!”

     

    About the concept of the film, Director Mikon Van Gastel Director said: “Liva transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.”

     

  • Celebrates spontaneity by driving relevance with today's generation

    Pepsi unveils campaign celebrating global moments

    By A Correspondent

     

    The best moments are those when you decide to let go, choose to act, follow your passion – nothing holds you back. It’s summer, and this is the theme of the new Pepsi ad.

     

    Speaking on this campaign, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Through the Moments campaign, we have once again taken a progressive approach to truly reflect today’s generation with a relatable packaging innovation. ‘SochaNahiJi Gaya, Pepsi Thi, Pi Gaya’ is our campaign philosophy and we see our purpose in being able to seed spontaneity in the life of our new age consumer. At PepsiCo, we have always celebrated packaging, which is our strongest asset, and a key driver for our Shelf to Media approach. We are confident that our Moments campaign will truly make Pepsi stand out on the retail shelves.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson India:”Pepsi has always been an iconic brand that mirrors millennials and creates popular culture. This summer Pepsi is celebrating the spontaneity that defines today’s generation, with a set of three summer special commercials that capture how icons and new age consumers themselves are seizing the moment and doing it with a swag that represents the great taste of Pepsi. The insight remains the same as our ‘Pepsi Thi Pi Gaya’ campaign; there are some things in life that you can’t say no to, a chilled bottle or a chilled can of Pepsi.”

     

  • Idea logo to feature on the back of the team jersey

    Idea Cellular extends partnership with Kings XI Punjab for the second year

     

     

    Entering the ninth year of continued brand engagement during IPL, Idea Cellular has partnered with Kings XI Punjab. The company kickstarted the second year of the team sponsorship with the Kings XI Punjab team at its home ground in Indore. VirenderSehwag, EionMorgon and Martin Guptill along with Sashi Shankar, Chief Marketing Officer, Idea Cellular unveiled the official jersey of the team.Idea Cellular is associated as the Principal sponsor with Kings XI Punjab for this season.

     

    Speaking about the association, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Brand Idea has always been committed towards promoting sports and sporting events in the country. Continuing with this legacy, this year too, brand Idea is happy to be associated with the promising Punjab Kings XI team. Our association with the Team will result in Idea customers get a host of benefits, and opportunities to engage with their cricketing heroes. Over 3 Crore Idea subscribers in Punjab and MP will directly benefit from this association and the nearly 20 Crore subscribers nationally will get to be part of the T-20 action.”

  • The Fastrack Reflex promises to be all the gear you need to track 'activity', whatever that may entail

    Gear up for some action, says Fastrack in new tongue-in-cheek campaign

    By A Correspondent

     

    Fastrack has unveiled its new ad campaign titled ‘Gear up for some action’ which bears the signature brand persona. Synonymous with the progressive mind-set of millennials, Fastrack has designed this campaign specifically for Reflex, a dynamic new product in the smart wearables category which tracks calories, monitors sleep, counts steps and is high on style. The latest campaign launches the new category in Fastrack’s portfolio of youthful, trendy products, in a manner that’s uniquely Fastrack.

     

    Elaborating on the concept behind the ‘Gear up for some action’campaign, Suparna Mitra, Chief Marketing Officer, Watches & Accessories at Titan, said: “The youth have evolved and so have their needs, especially their love for technology. Millennials look for multifaceted products and we want to provide them with empowering productsthat meet their continuously changing lifestyles. The latest campaign for Reflex goes beyond conventional communication in the wearables space. It’s a fun way to celebrate the needs of the youth, who desire a combination of smart features and trendy design.”

     

    Said Hari Krishnan,President (South), Lowe Lintas:“Fastrack is a brand that has always tried to be the candid voice of youth. In that context, when Fastrack decided to launch Reflex, a new range of fitness/activity trackers, it was another opportunity for the brand to present its own candid view on ‘Fitness’. The word ‘activity’ has a different meaning in the youth lexicon. From chatting to jogging to even flirting, almost everything is an ‘activity’ and that’s exactly what we decided to trip on”, says.

     

    Sharing his thoughts on the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore says, “Activity trackers is a totally new category. But we had to always keep in mind that this product is by ‘Fastrack’. Fastrack has always had a lighter take on everything. Probably just like the audience we want to connect with. Very few seem to be having fun with a topic like ‘fitness’. So we came up with a tongue-in-cheek take on fitness. We had fun making it. Also because we had Vinil Mathew making it for us. Hope they all love it like we do.”

     

  • The contemporized logo with its modern look, colour and lines captures the new positioning

    Tenon Group revamps brand logo

    By A Correspondent

     

    Leading integrated security and facility management firm The Tenon Group has undertaken a brand identity overhaul and revamped its logo. It is the biggest repositioning since its inception about 22 year ago.

     

    Commenting on the change, Major Manjit Rajain, Group Chairman, Tenon Group said: “Our refreshed brand goes much deeper than just a new logo and colour. It reflects our commitment to creating ‘clients as partners for life’, as has been the case for the past 22 years. While the brand colour and typography have changed to better represent what the company is today, Tenon’s value proposition remains the same – our combination of excellence in service, exceptional client engagement and deeper industry expertise remains unique, and enables us to develop long-lasting and rewarding client relationships.”

  • The pan India campaign will run extensively during the Indian Premier League (IPL) 2017 season, of which Parle Products is also an associate sponsor

    Taproot Dentsu asserts popularity of brand Parle in latest campaign

    By A Correspondent

     

    Parle Products has launched an integrated brand campaign which showcases its portfolio of brands and a message that strongly links each of these brands back to the mother brand, Parle. Through the campaign, Parle wants the consumer to know how far and wide its range of product offerings go and how firmly entrenched they are in the daily lives of the consumer.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Products has always offered its consumers something memorable for every occasion. Various brands from Parle form a part of almost every Indian household. Through this campaign, we aim to focus on these brands and connect it to the mother brand, Parle. The unique ad campaign showcases situations where people are oblivious to certain things in life, just like they are not aware of the multiple brands from the house of Parle. The treatment of the TVC is refreshing with a hint of quick wit and humour”

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “We’ve all enjoyed Parle products for as long as we can remember. The aim of the campaign was to make their brand name synonymous with the huge range of goodies that we consume almost every day. With ‘NaamTohSuna Hi Hoga’, we’ve found a light and hopefully memorable way of driving the brand name and equity home. If their products have always brought a smile to our faces, why shouldn’t their ads?”

     

  • The film is conceptualized by DDB Mudra West

    Symphony air coolers combat soaring temperatures in latest campaign

    By A Correspondent

     

    Symphony is a leading air cooler brand and taking the intense competition into consideration, DDB Mudra West aimed to consolidate Symphony’s leadership by equating coolers with Symphony.

     

    Said Rajesh Mishra, Head- Marketing, Symphony Limited: “As pioneers of air cooling in India and as a world leader in the field today, we felt our communication stance needed to be large enough to reflect our vantage point. And nothing gets bigger than the Sun’s unusually high temperature spikes every summer, as a brand fight for Symphony, from which we effortlessly provide the best cooling relief with our range of innovative coolers.”

     

    Commenting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said: “No one understands cooling or has revolutionised it the way Symphony has. And that’s the main reason why they’re the market leaders. That’s why, in our brand campaign we wanted to capture the difference Symphony makes in the lives of their customers. Which is more than just cooling; but saving them from the wrath of the summer sun. And so, we decided to use the wrath of the sun as the idea itself. By capturing humorous instances that would make the sun lose its non-existential cool and making the earth suffer. With Symphony being the only way to save one’s self from the sun’s scathing anger.”

     

  • It implores the viewers to travel more and 'Turn what you know around'

    Thomas Cook asks people to #TravelToKnow

    By A Correspondent

     

    Thomas Cook India has launched a new campaign to promote traveling as a way to breaking cultural barriers.Focusing on North East of India, the two films feature young people from the region, who eventually invite you to their part of the world, to discover who they really are.Conceptualized by Law & Kenneth Saatchi & Saatchi India, the films are produced by Lightbox Films and directed by Rahul Nangia.

     

    Speaking about the campaign, Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said: “Thomas Cook India has always been at the forefront of bringing fresh and exciting new experiences to our customers. However, the North East of India is undiscovered by a large majority. With this campaign our intent is to question the myths about the region and to generate a strong positive interest in the region.”

     

    Speaking about the films, Rahul Nangia, Joint NCD, Law & Kenneth Saatchi & Saatchi said: “The characters in the film were facing the camera for the first time. The idea was to keep the films real and hard-hitting.  And to use a simple visual device to turn perceptions around.”

     

     

  • Unveils a new brand identity that expresses infinite love for food

    Chef’s Basket redefines its culinary journey

     

     

    Chef’s Basket, a leading gourmet cuisine brand, has announced that it is embarking on a new culinary journey and redefining its brand identity.Emphasising on the need for rebranding, Varun Jhawar, Director and CEO of Fizzy Foodlabs said:“What we choose to eat, how we prepare it, serve it, and even how we eat it are all factors profoundly touched by our individual cultural inheritance. It is becoming obvious that an understanding of many aspects of the cultures of others, including their food traditions, is indispensable in any human communication. Consumersare inspired by new cultures and want to try new cuisines and they are slowly inclining towards the global food palate. We believe that consumers are always excitedto exploretheir taste buds and open to experiment with diverse cuisines. “

     

    The brand transformation is reflected in the new packaging, logo and re-designed website, notes a communique.

  • Conceptualised by Leo Burnett India, the campaign urges people to get together, despite differences

    McDonald’s new anthem celebrates beauty in diversity

    By A Correspondent

     

    McDonald’s India has unveiled a new TV-led integrated campaign created by Leo Burnett India that showcases relationships that are polar opposites, yet together. The anthem, sung by kids, echoes the unity in diversity philosophy.

     

    Speaking about the Happy Price Combos, KedarTeny, Director – Marketing and Digital, McDonald’s India said: “McDonald’s innovative product offerings have always struck a chord with the ever-evolving consumers. With the launch of Happy Price Combo, we want to give our customers a chance to customise and enjoy their favourite meal and beverage combo. Moreover, the #BeDifferentTogether campaign also highlights how McDonalds is a melting pot of divergent lifestyles coming together to create some classic moments. We are confident that this campaign will resonate well with our audiences.”