MxMIndia

Category: MARKETING

  • The ad campaign has been conceptualised and executed by DDB Mudra North along with The International Union against TB & Lung Disease

    Government of India launches new multimedia campaign ‘#IndiavsTB’

    By A Correspondent

     

    DDB Mudra North has partnered with the Indian government for creating a campaign which would galvanise the nation towards the mission of ending TB. The campaign is titled ‘#IndiavsTB,’ where it calls to the nation to unite against Tuberculosis. The objective of the campaign is to build momentum around the mission of making India TB Free.

     

    Given the stigma around TB, the campaign had to be powerful yet sensitive towards the patients suffering from it. Hence, the face of the campaign is no other than megastar Amitabh Bachchan who not only survived the deadly disease but is also completely cured from TB.

     

    DDB Mudra North partnered with The International Union against TB and Lung Disease to create a 360-degree campaign comprising of TVC, digital, radio and newspaper activations.

     

    Said Kavita Ayyagari, Project Director, Challenge TB – The Union: “The campaign #INDIAVsTB is part of The Call to action for TB Free India and has been made by The International Union against TB and Lung Disease supported by USAID – Challenge TB. DDB Mudra North has come up with a campaign that touches the hearts of people and communicates key messages on symptoms of TB and the challenge of drug resistant TB due to incomplete treatment through MrBachchan. We are grateful to MrBachchan for his wholehearted support to our campaign. Together, we can bring TB out of the closet, talk about it and help make India TB Free.”

     

    Added Sonal Dabral, Chairman and CCO, DDB Mudra Group: “The brief for the campaign was to build communication that can help eradicate TB by 2025. This campaign not only deals with the symptoms of TB and the need for treatment but emphasizes on complete treatment. Large number of TB patients in India drop their treatment without being totally cured of it and this results in MDR TB which is dangerous and often not treatable. They drop it as it’s extremely difficult to manage and the duration is long too.”

     

  • The inspiring ad aims to applaud and acknowledge the passion, hard work and dedication that these groundsmen show towards their job which mostly goes unrecognized

    Officer’s Choice Blue salutes unsung heroes in latest initiative

    By A Correspondent

     

    Officer’s Choice Blue launched its latest digital campaign “Salute toh banta hai” for the ongoing Indian Premier League in line with its long-standing proposition of the ‘Good Samaritan’.

     

    The brand recently announced their teaming-up with Mumbai Indians, Delhi Daredevils and Sunrisers Hyderabad for the IPL. With this campaign the brand further resonates its strong association with the Indian Premier League. Conceptualized by Triton Communication, the film will be seen across digital platforms during the ongoing IPL season.

     

    Commenting on the campaign, Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers, said, “Officer’s Choice Blue has been committed towards recognizing the ‘good’ that comes out of ordinary people during everyday life. We take pride in this beautiful communication as it strongly conveys our brand’s long–standing view on the timeless value of righteousness, and the need to bring about positive change.”

     

  • Meet the Chevrolet Safety Ninjas; Chevrolet’s little Ninja mascots to raise awareness around Child Safety

    Chevrolet urges drivers to ‘Drive with Care’

    By A Correspondent

     

    Progressing further on the ‘Drive with Care – Protect your precious’ campaign, Chevrolet India has initiated on-ground activities as a part of an extensive awareness drive. The on-ground activation include deployment of Safety Ninjas at malls and schools across – Delhi and Mumbai.

     

    Giving considerable attention to reinstate child safety measures on roads, the campaign went live on digital platforms earlier this month.

     

    Chevrolet has taken an innovative approach towards road safety, underscoring certain essential road safety measures, the negligence of which has become the major reason for the increasing number of road accidents today. To reach out to parents and kids, a group of tiny tots (Chevrolet Safety Ninjas) were positioned at Phoenix Market City, Kurla and Goregoan Sports Club in Mumbai who persuaded them to take the Chevrolet Tiny Safety Challenge. The initiation included safety quizzes, contests and other engaging activities. The Ninjas also urged the parents to take a pledge online to consciously ensure their child’s safety.

     

    The campaign features four Safety Ninjas, Chevrolet’s mascots to promote child safety – Buckle Ninja, Child Seat Ninja, Lock Ninja and Rear Seat Ninja. The Safety Ninjas will sensitize parents and kids on the need to inculcate safety measures on a daily basis. A campaign video with the Safety Ninjas will also be released on YouTube, Facebook and other media channels to create awareness.

     

    Chevrolet has also tied up with 35 schools in Delhi and 15 schools in Mumbai to ensure a widespread messaging across the target audience.

     

    “As a global brand that considers safety as our overriding priority, it is important for us to promote safe driving habits amongst all. Bearing in mind, the increasing stats on death polls due to road accidents, Chevrolet is taking forward its brand commitment, with the Drive with Care-Protect your Precious campaign. This initiative will focus on safety of the kids and will enhance awareness on the importance of Child Safety when on roads and we thought who better to stoke awareness about Child Safety than children themselves,” said Jack Uppal, VP Marketing and Customer Experience, Chevrolet India.

     

    Every child has the right to grow up in a healthy and safe environment, we believe, if we teach our kids today the importance of road safety, they will grow up immunizing that as an ethos and not just a lesson. There are a number of child safety car seats available in the market, and parents should consider using them based on their child’s age and weight. It is also important for parents to inculcate the habit of buckling up the kids’ as ensuring the use of a seat belt is the best protection one can give their child when travelling in a car,” he added.

     

  • A cool and uniquely new way to engage in the new language of love anytime, anywhere

    ITC’s next is the innovative Engage ON pocket perfumes

    By A Correspondent

     

    ITC Limited has unveiled an aggressive promotional plan for its handy perfume Engage-On.

     

    Speaking about the launch, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited said, “Engage On is an innovation in the category of perfumes. The Pocket Perfumes developed for the youth is designed around the core benefits of desirability, affordability and convenience. Crafted by international fragrance experts, Engage On offers an enormous opportunity to educate and drive the growth of perfumes.”

     

    The communication illustrates the brand philosophy and defines Engage On further. Directed by AbhinayDeo and music composed by DhruvGhanekar, the film highlights the brand proposition of playful chemistry with Engage On bringing in the confidence of smelling great anytime, anywhere.

     

    Commenting on the creative, Tista Sen, SVP & National Creative Director, J. Walter Thompson said: “A pocket full of perfume is what the new Engage communication promises. The ‘must have’ for every young couple getting to know each other a little closer. The secret is theirs alone and the viewers and that’s what makes it enjoyable. With this new product innovation, perfume needn’t be just what sits on your dressing table but something you can carry with you. And use it anytime, anywhere. It’s romance on the go and that’s what the TG will identify with.”

     

    “A perfect little innovation by ITC. It was so much fun working on the pocket campaign. The TVC gives us a glimpse into a sweet little love story between two young people. The fun is that only the viewer knows their secret, which is engage pocket perfumes.” added Simone Patrick, Senior Creative Director, J. Walter Thompson.

     

  • Madison Media played a vital role in planning and strategy of this online campaign

    ‘Where The Heart Is’ casts an impactful impression for Asian Paints

    By A Correspondent

     

    Asian Paints recently launched a series of webisodes called ‘Where The Heart Is’. Madison Media played a vital role in planning and strategy of the online campaign. It also tactically utilised the digital medium to create a buzz around the campaign with the help of innovative promotional mechanisms such as Facebook Canvas and Twitter Conversation ads. Madison Mates helped in roping in celebs such as John Abraham, Kalki Koechlin, Mandira Bedi and Prosenjit Chatterjee.

     

    The first season of ‘Where The Heart Is’ explored homes of  celebrities such as John Abraham, KalkiKoechlin, MandiraBedi, RanaDaggubati, Pernia Qureshi, Dinesh and DipikaKarthik, Abu Jani and Sandeep Khosla and lastly Prosenjit Chatterjee to inspire digital savvy consumers.

     

  • The campaign has been conceptualised by Famous Innovations

    HRX inspires fitness goals through new campaign

     

     

    HRX, the active lifestyle and sportswear brand launched by actor Hrithik Roshan has launched a new film with the message ‘Keep Going’. The film was conceptualized by Famous Innovations and shot by Razneesh Ghai.

     

    Said Raj Kamble, Founder and Chief Creative Officer, Famous Innovations,:”Fitness is a fast emerging category in India and with many international players dominating the space, hence it was important to find a unique voice for HRX. Hrithik Roshan himself is a huge inspiration and along with him we have tried to include people at every stage of the fitness curve in the communication. The idea is to show that whether you’re just starting out or are an expert, we all go through the same struggles and the way to overcome them is by simply taking small steps forward.”

     

    Added Gunjan Soni, Head, Jabong and CMO, Myntra: “This campaign brings Hrithik Roshan’s personal mantra and passion for fitness face-to-face with the challenges that our consumers deal with everyday in their journey towards an active lifestyle. Our attempt is to break down the unconquerable monolith called ‘fitness’ into real, achievable steps, and make this category more inclusive than it has generally been. This is important because India is more conscious about fitness today than it has ever been and while pro-athletes have many cheerleaders, someone needs to speak for the amateurs and beginners out there too.”

  • Milton ups the standard of innovation by implementing leak proof technology in the quintessential steel tiffin

    Milton shoots its new campaign on an iPhone

    By A Correspondent

     

    Milton has launched its new Leak Lock Steel Tiffin ad as part of its ongoing ‘KuchNayaSochteHain’ campaign. While leak-proof plastic tiffins have been in the market for a while, Milton ups the standard of innovation by implementing leak proof technology in the quintessential steel tiffin.

     

    This time around, Milton’s brand ideology of innovation was demonstrated in the creative execution of the campaign. Conceptualised by Ogilvy Mumbai, the film depicts the daily routine journey of the tiffin from home to office, through regular city life and this entire journey was filmed on an iPhone. This is India’s first TV commercial shot on an iPhone.

     

    Said Ajay Vaghani, Managing Director, Hamilton Housewares:  “As leaders in the consumer housewares segment, we constantly strive to provide innovations to solve day to day problems faced by our customers. To solve the issue of food leaking out of tiffins, we designed a range of tiffins with leak-proof lids to ensure that you can carry your tiffin everywhere without worrying about anything spilling out. This is a predicament faced and ignored by many, but we provide novel, efficient solutions for the same.”

     

    Added Kunal Jeswani,  CEO, Ogilvy India: “It is always challenging to do a great product demo. What I love about this piece of communication is that it focuses on the core product benefit throughout and yet takes the viewer on a journey that is both engaging and entertaining. Clearly one of my favourite pieces of work in recent times.”

     

    Said Anurag Agnihotri, Executive Creative Director, Ogilvy Mumbai: “Milton’s tag line, ‘KuchNayaSochteHain’ comes alive because of both the product innovation, which is very relevant, as also in the thinking of the TVC along with its development and creative execution. It’s a classic example of a great product leading to a great commercial.”

     

     

  • The brand has lower sugar with less than 10 grams of added sugar per pack

    MILO positions itself as a nourishment companion for kids in latest film

    By A Correspondent

     

    Nestle’s Milo Ready to Drink has unveiled a new national ad campaign. Speaking on the launch of the new campaign, Arvind Bhandari, General Manager, Dairy, Nestlé India Ltd said “We are delighted to unveil our new TVC that positions Milo as a brand that encourages participation in sports from an early stage in life. Milo believes that sports is critical for personality development and helps kids grow holistically in their formative years.”

     

    The TVC features children participating in various sports like Football, Basketball, Athletics and Kabaddi with a voice-over that highlights the prominence of sports in life. The video leads to a child’s victory in a race post which his mother gives him MILO to replenish his energy.

     

  • Brings together the speed & excitement of cricket and the 4G network in an exciting communication

    Intex gets Gujarat Lions cricketers to endorse Aqua Lions 4G

    By A Correspondent

     

    Intex Technologies, that recently launched its Gujarat Lions-themed phone – Aqua Lions 4G, has come out with an ad campaign for the 4G handset. The ad conceptualised by Publicis India, is a branding exercise that the technology player has undertaken as a part of its ownership of the Gujarat Lions IPL team in the league’s 10th season.

     

    Speaking about the campaign, Keshav Bansal, Director, Intex Technologies (India) Ltd. and Owner, Gujarat Lions, said: “Intex has always striven to change people’s lives through affordable and quality products. Moreover, cricket clearly resonates with Indian audiences and cricket players enjoy massive fan followings. Being an Indian brand and with the IPL fever catching on, we found this a perfect time to launch the campaign with our team’s star players, so as to reach out to our audiences. The commercial is aimed at communicating the key features of the phone, especially 4G, along with highlighting its affordability.”

     

     

  • 30 Audi A3's to be won marking the single largest customer initiative

    Kalyan Jewellers unveils industry-first global campaign

    By A Correspondent

     

    KalyanJewellers has unveiled a global campaign with 30 Audi A3s on offer. Such an initiative is an industry first, claims a communique. The KalyanJewellers-Audi campaign marks the single largest customer-centric initiative and will run from April 10, 2017 until June 9, 2017 across the India, UAE, Qatar and Kuwait.

     

    Announcing the onset of the campaign, T.S. Kalyanaraman, Chairman & Managing Director, KalyanJewellers said: “We have always focused on providing a compelling shopping experience that enables the customer to extract enhanced value from their purchase and fulfill their aspirations. KalyanJewellers has nearly doubled its retail presence in the India and the GCC to a total of 105 showrooms in a short span and we owe this success to our loyal the customers. They are the cornerstones of all our achievements and this initiative is a reiteration of the same. The KalyanJewellers – Audi campaign is great opportunity for our customers to win 30 luxury AUDI A3’s while buying their favourite KalyanJewellery.”

     

  • Launches a new TVC for India's first-ever facewash co-created with Team RCB for men who lead an active lifestyle

    Himalaya Men and RCB urge viewers to get out and play

    By A Correspondent

     

    The Himalaya Drug Company has come up with a new TVC for it newly launched product- Himalaya Men Active Sport Facewash. This TVC is created through an exclusive association with the Royal Challengers Bangalore. Insights from the RCB players and consumers across the country were considered while creating this product that is geared to tackle skin care concerns of men who have an active lifestyle.

     

    The TVC showcases players from the RCB team including Captain Virat Kohli playfully urging the audience to go out and have an active lifestyle. Commenting on the TVC, Ramarao Dhamija, General Manager- Marketing (Consumer Product Division), Himalaya Drug Company, said: “Himalaya Men Active Sport Face Wash is a breakthrough product based on consumer research which highlighted that men who play sports or lead an active lifestyle prefer a product that can address skin issues caused from profuse sweating, excessive sun exposure and dirt. The idea of co-creating the face wash with team RCB is unique.”

     

    Speaking more about the launch, Ashwani Gandhi, Category Manager, Himalaya Men, The Himalaya Drug Company said, “Having been associated with team RCB for over a year now, we took the opportunity to get first-hand insights from the players on their skin concerns and explored the idea of co-creating India’s first-ever facewash that caters to the skin care needs of men who live an active lifestyle. While creating the TVC we wanted to rope in players who could bring out the uniqueness of the product and at the same time inspire other men to get active with no reservations about their skin. Apart from the TVC, the campaign is supported by a 360 degree marketing plan including Print, outdoor digital and PR. We have also launched the Himalaya Men website here we’re sharing exciting content to further engage consumers.”

     

    Speaking more about the TVC, Prateek Srivastava, Creative Director, Chapter Five, said: “When we received the brief, we were quite excited as the concept of a product co-created with Team RCB itself is very unique, something that no other brand has done before. So, even for the TVC, we wanted to show something that people have never seen before. That’s how we stumbled upon the idea of getting the cricketers to play a different sport. By showing them play Volleyball, we’ve been able to bring a fresh visual imagery into the film which we hope viewers will enjoy watching.”

     

  • Vir Das to drive the campaign #DropThePants for World Shorts Day

    fbb celebrated Sunday as World Shorts Day

    By A Correspondent

     

    fbb from Future Group celebrated World Shorts Day April 23 (that’s yesterday). Keeping in mind soaring temperatures and the must-have for this heat – shorts, the brand urged consumers to embrace ‘the casual’ and get cooler this summer through its #DropThePants campaign.

     

    The campaign #DropThePants is digital and has popular stand-up comedian Vir Das starring in its promotional video. The video has Vir announcing the day through a hilarious and engaging video that urges men to #DropThePants on #WorldShortsDay.

     

    Commented Rajesh Seth, COO at fbb, on the campaign: “World Shorts Day is an initiative by fbb to popularize shorts as a category and also own it. The campaign will also help us connect to our customers in a fun and interesting way”.