MxMIndia

Category: MARKETING

  • Wealth in India is growing, yet penetration of financial products remains very low due to lack of financial awareness

    ICICI Pru AMC unveils educative campaign to promote its MF offering

    By A Correspondent

     

    ICICI Prudential AMC has launched a new ad campaign on the ICICI Prudential Balanced Advantage Fund (BAF). The campaign aims to amplify the awareness with the key thought “Ab market ke utar-chadhav ka darr kaisa?”

     

    The TV campaign is mainly for building brand recall, and it is being supported heavily through an extensive digital campaign for further reach and visibility. Apart from this, the company have also planned Print, Cinema and Activations, innovative properties like TV to Mobile, IPL on Hotstar, etc. to increase engagement levels.

     

    The campaign is been conceptualised and executed by TBWA Worldwide

     

  • The agency will lead the development of all the campaigns

    Goibibo appoints Publicis as its creative agency

    By A Correspondent

     

    Online travel portal, Goibibo has appointed Publicis as its creative agency. The agency will lead the development of all the campaigns for the brand from their Gurugram office.

     

    Saujanya Srivastava

    Commenting on the agency appointment, Saujanya Srivastava, Chief Marketing Officer, Go-MMT Group said: “We have a long standing association with Publicis. The team has helped us deliver successful marketing campaigns for MakeMyTrip in the past, including the recent one on MakeMyTrip Assured Hotels proposition. Post the merger with the Ibibo Group, we have high impact marketing plans to pursue. For the first time ever in Ibibo’s journey, we now have a high profile celebrity, Deepika Padukone on board as the brand ambassador of Goibibo. The recently launched Goibibo campaign delivers the message in line with our business objective while keeping the brand essence and philosophy intact. The TVCs have been received very well and we are confident of an equally positive impact on our business”.

     

    Hemant Misra

    Added Hemant Misra, CEO Publicis: “Ibibo is a really exciting brand, full of new ideas and innovations.  It was a challenge for us to create the impact we did with MMT for Ibibo but in a completely unique avataar. Working with category leaders allows us the advantage of exploring new boundaries, we’ve done it with MMT with great success and look forward to doing it with IBIBO”.

     

     

    Bobby Pawar

    “I am blown away by the faith that Go-MMT has placed in us. It is a testament to the quality of our partnership, the work we have created together and the results it has produced. The new campaign for GoIbibo does not attempt to re-create the magic we did for Makemytrip, but to conjure up a different kind of magic that is right for the brand,” added Bobby Pawar, MD, CCO, Publicis South Asia.

     

  • Directed by Nitesh Tiwari, the film sees Big B rattling off Navratna's many benefits in a rap

    Big B turns #RaahatRaja in Navratna Oil’s latest campaign

    By A Correspondent

     

    Navratna Oil has launched a new integrated brand campaign. The film stars Navratna Oil’s brand ambassador Amitabh Bachchan as #RaahatRaja, his never-seen-before avatar. Known for its humorous and tongue-in-cheek advertising, the campaign has been created by Leo Burnett Orchard, and directed by Nitesh Tiwari (of Dangal fame). Big B is seen not just starring in the film, but also displaying his dancing and rapping chops in typical ‘Nautanki’ style setting.

     

    Speaking about the new campaign, Harsha V Agarwal, Brand Director, Emami Ltd., said: “Navratna Oil feels proud to produce this film that is both ‘hatke’ and entertaining. While ideating about the new communication for our brand Navratna, we thought what can be better to showcase its therapeutic benefits than to be filmed on the legendary champi song ‘Sar jo terachakraye’, on a legendary actor like Amitabh Bachchan? Combining the versatility of Mr. Bachchan, both as an actor and singer, was the next trump card that we had up our sleeve. Mr Bachchan is a powerhouse of energy and talent. And the combination of him and Nitesh Tiwari is just the right concoction to pep one up and take away one’s ‘thakaan’. Rahat Raja is a must watch.”

     

    Big B’s desi rapping avatar #RaahatRaja has the answers to all the ailments affecting the hard-working masses – liftmen, househelps, security guards, coolies, construction workers, traffic cops, and more.

     

    Adding his thoughts on the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard said:“Through his performances MrBachchan has always taken us away from the daily rigmarole and relieved us of our daily stress. And by doing so he is undoubtedly the biggest stress reliever in our country. Navratna, the number one cool-oil is also the number one stress-relieving oil in the country. And with MrBachchan we found the perfect fit for our brand. Mr. Bachchan brought alive the most popular head massage song in India ‘Sar jo terachakraye’ (again, a perfect song for Navratna Oil) through a colourfulnautanki. Thereby, driving home the multi-symptomatic relief which Navratna Oil provides.”

     

  • With the tagline, "Aapki Online Fashion Market, Ab Look Good Every Day', the campaign is conceptualised by Enormous Brands

    Shopclues repositions its fashion category in latest film

    By A Correspondent

     

    ShopClues has announced the launch of their new ATL campaign, focused on the fashion category. The new campaign is conceptualised by ShopClues in collaboration with Enormous Brands and has a series of different ads focusing on ShopClues’ offerings, such as affordable everyday fashion, occasion dressing, holiday and work wear fashion. The integrated campaign is comprised of a TV commercial, besides radio, cinema, print, OOH, events and promotions, and digital legs.

     

    Said Harneet Singh, Head – Marketing, ShopClues:“We at ShopClues aim to fulfill the Fashion and Lifestyle aspirational needs of our core consumers, majority of which are in Tier-2, -3 and beyond markets. With this new campaign, we intend to position Shopclues as the ‘Online Fashion Market’, which is the go to destination for our value-conscious consumers’ everyday fashion needs. We understand that our consumers want to wear good clothes to look and feel good everyday but they have limited budgets. The Online Fashion Market aspect of ShopClues has been created with this proposition to bring the largest variety, trends and latest fashion across branded and unbranded categories to our consumers at supremely affordable price-points. We are very excited to bring this offering to our customers and we look forward to their positive response.”

     

    Said Ashish Khazanchi, Founder of Enormous Brands: “ShopClues has always stood for offering good quality products at affordable prices. In line with what it stands for, Shopclues came up with their latest campaign. The campaign showcases the fact that people today have their own version of a traditional fashion street or a market. Just that it’s to be found online on ShopClues. The campaign will be amplified through TV and print medium.”

     

  • FunFoods by Dr. Oetker teaches consumers new usage of Mayonnaise in its new TVC with Sonali Bendre

    Dr. Oetker unveils new TVC seeking to boost the mayonnaise category

    By A Correspondent

     

    Dr. Oetker has launched a new TVC under ‘Food Mein Daalo Magic’ campaign for its sub-brand FunFoods. The TVC educates consumers about the versatility of mayonnaise and highlights it in a delectable new avatar to create a creamy sauce for macaroni dish to make it saucier and creamier. Brand Ambassador SonaliBendre will be seen creating a creamy sauce with FunFoods Veg mayonnaise. The ad campaign brings alive the brand’s philosophy of creating joys of western food within the comfort of one’s own home by making food that is fun and tasty making it exciting for the entire family to consume.

     

    Speaking about the launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said: “Mayonnaise has been a star performer for us in our bouquet of pleasure food range in the last calendar year. Our first ever ad campaign on Mayonnaise which was launched 16 months ago helped us in achieving over 100% growth in mayonnaise. Through the new TVC, our focus is to educate consumers further on the versatility of mayonnaise. In the new TVC, we will show consumers how to make a creamy white sauce at home. The new TVC will accompany our existing ‘Sandwich TVC’ and will be live on all major channels. We aim to continue our success and grow mayonnaise into a Rs 1000 crore category in India by 2020.”

     

  • The campaign captures the essence of today's Chennai Girl in a fun and peppy music video

    Himalaya’s ‘Chennai Ponnu’ campaign celebrates the spirit of today’s Chennai girl

    By A Correspondent

     

    The Himalaya Drug Company launched the “Chennai Ponnu” (Chennai Girl) campaign for its flagship product Himalaya Purifying Neem Face Wash. The campaign aims to celebrate the spirit of the Chennai girl and captures her essence in a fun and peppy music video.

     

    Sharing his perspective on the campaign, Rahul Panchal, Marketing Manager, The Himalaya Drug Company said: “Tamil Nadu is a unique market and the way consumers across states are evolving, there has been a huge shift in consumer behavior here as well.  Our regular interaction with the consumers in Chennai highlighted that young girls in the city have changed in several ways. While they are confident, independent and modern, they still continue to enjoy the rich culture of Chennai, be it the local food, music, dance or movies. Through our Chennai Ponnu music video, we are celebrating the amazing spirit of the Chennai girl in a fun and light-hearted way, while also capturing the local flavor of the city she loves and how it enriches her unique personality. This also happens to be Himalaya’s first big ticket region-centric campaign. While we will be launching more regional campaigns through the year, we’re really excited to start off with the vibrant city of Chennai!”

     

    Speaking more about the campaign, Hemang Vasani, Category Manager, Face Care at The Himalaya Drug Company said, “As a brand, Himalaya Purifying Neem Face Wash speaks to young girls and helps them tackle their pimple problems. Our TVC communication centers on the brand taking care of the teenagers’ skin troubles, especially pimples, giving her the confidence to enjoy life. With the Chennai Ponnu campaign, we wanted to further build on this communication by showcasing the energy, enthusiasm and confidence that today’s Chennai Girl has, in a peppy music video. Girls in Chennai are modern yet they are proud of their local culture and traditions, similar to our product Purifying Neem Face Wash, which is a contemporary product blended with traditional herbs like Neem and Turmeric.”

     

    “In the film also, we’ve subtly integrated the message that the Chennai Girl uses a product that works best for her skin. The song is catchy with a signature dance step that girls will relate to and really enjoy,” he added.

     

  • It is live across 800 million subscribers across telecom operators in India

    Mogae Media partners with Kotak Mahindra Bank for **811

    By A Correspondent

     

    Mogae Media has partnered with Kotak Mahindra Bank to provide its StarStar (**) call-to-action service, a patented B2B2C offering that enables brands to connect their advertising with customers through a convenient/memorable ‘call-to-action’ both from feature and smartphones.

     

    Kotak Mahindra Bank will use **811 (StarStar811) as a Call-To-Action to generate enquiries and to facilitate downloading 811 – India’s unique full-service digital banking ecosystem on mobile. 811 is a digital account that can be downloaded and operated from anywhere, 24×7 and serves as a platform where your money and everything you can do with it come together on your mobile phone.

     

    Sandeep Goyal

    Commenting on this, Sandeep Goyal, Chairman, Mogae Media said: “We are delighted to bring this path-breaking technology to people. We are confident that soon, StarStar (**) will become to the mobile what hashtag (#) has today become to the world of social media.”

     

    Added Ambuj Chandna, Senior Executive Vice President, Kotak Mahindra Bank:“With 811, we offer customers a unique all-in-one value proposition of a zero balance savings account with zero charges for all digital transactions, where customers can earn up to 6 per cent p.a. on their savings account balances. **811enables us to further simplify access to 811 for our customers.”

     

  • The shampoo helps women to solve hair fall concerns and achieve healthy and nourished hair

    Himalaya’s new film advises girls on how to tackle hair-fall woes

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC for their Anti-Hair fall shampoo that promises to be an ideal solution for hair fall.

     

    “Shampoos have one of the highest penetration levels with 93 per cent (U+R) across product categories in India, therefore, for brands it is imperative to have a strong differentiation. This category is also a highly cluttered category which drives brands to keep innovating to stay ahead of the curve. Over the years, Himalaya has successfully gained the trust of consumers by providing them natural, effective and long lasting offerings. Increased pollution and high stress levels have contributed to a rise in conditions like hair fall.  Our product is formulated with the power of herbs that offer a mild yet effective solution to hair fall,” said Ramarao Dhamija, General Manager- Marketing, Consumer Products Division, The Himalaya Drug Company.

     

    Added Sarfraz Rumane, Marketing Manager, Hair Care & Premium Skin Care, The Himalaya Drug Company: “At Himalaya, we are committed to bringing the best of nature through our products. Our Anti Hair Fall shampoo is enriched with the right herbal ingredients that address hair fall by nourishing and strengthening hair. Through the TVC, we want to reach out to girls who are looking for a solution to their hair troubles and provide them with naturally good looking hair.”

     

    Said C Ravikumar, Senior Creative Director, Soho Square: “Today, hair fall has become a common phenomenon. The protagonist of our story is no different. Just that, she didn’t want to give up on hair fall, like any other girl, she also tried different things to overcome this issue – be it browsing through the internet, trying different home remedies, parlour treatments etc. But then she realizes that the real solution lies in Himalaya Anti-Hair Fall Shampoo. This campaign is addressing girls who are going through these issues in the most relatable and believable manner.”

     

  • The campaign communicates Glucon-D superiority in providing instant relief from exhaustion compared to plain water

    Glucon-D’s new campaign joins forces with water this summer

    By A Correspondent

     

    Glucon-D from the Kraft Heinz Company has unveiled its new campaign ‘SirfPaanNahi, Glucon-D walaPaani.’ The campaign communicates Glucon-D superiority in providing instant relief from exhaustion compared to plain water. The ad film created by McCann shows a group of kids playing Kabaddi in the scorching heat. After winning the match, the protagonist of the film, a school kid, returns home after the game and approaches the refrigerator to fetch a bottle of water. The mother stops him saying “Don’t just drink water, add Glucon-D to the water” to get instant energy. The film ends with a refreshing reminder “SirfPaaniNahi, Glucon-D walaPaani” to reinforce the importance of consuming Glucon-D with water to beat exhaustion caused due to harsh summer.

     

    Commenting on the campaign, Vikramjeet Singh, CMO of Kraft Heinz India said: “In summers, heat and high humidity lead to exhaustion. Glucon-Daims to educate the consumers about the benefits of adding Glucon-D to water to quickly restore the lost glucose, minerals and vitamin levels in the body after spending long hours in the sun.”

     

    Added Suraja Kishore, National Planning Head, McCann: “Being the market leader, Glucon-D’s task is to grow the category and we went single-mindedly towards that end to chase ‘only water’ consumption occasions in summers. Through the campaign ‘SirfPaaniNahi, Glucon-D walaPaani’, we wanted to highlight the superiority of Glucon-D in recharging the body and providing instant energy.”

     

     

  • Nycil is popularly known for its anti-bacterial properties and its efficacy in curing and preventing prickly heat problems

    Nycil back with a new brand proposition for summer

    By A Correspondent

     

    Nycil, the prickly heat powder from the Kraft Heinz Company is back with a refreshing campaign this year establishing its new proposition. Focusing on five summer problems of the skin such as sweat, body odor, rashes, itching and prickly heat, the brand advocates enjoying summers without any tension, with the protection of Nycil. With a heritage of more than 50 years, Nycil is popularly known for its anti-bacterial properties and its efficacy in curing and preventing prickly heat problems.

     

    Creatively conceptualized and executed by McCann, the campaign advocates the use of Nycil to fight against common skin problems caused during summer. The film starts with a young boy reluctant to play out in the sun fearing it would cause skin problems like sweat, stickiness, odour, rashes and prickly heat. Just then his friend’s mother intervenes to explain to the kids how the right powder can prevent skin problems during summer.

     

    Commenting on the new campaign, Vikramjeet Singh, CMO, Kraft Heinz India said, “Nycil enjoys the position of a market leader across the country and it is the most preferred powder in the PHC (prickly heat & cooling) category. Through this new campaign, we aim to educate the consumers on using Nycil for the 5 common summer skin problems; which no other PHP can effectively claim to cure. This was a natural progression since the brand is clinically proven to fight the bacteria that cause skin problems led by summer”.

     

    Speaking from a creative perspective, Suraja Kishore, National Planning Head, McCann said, “Nycil is a heritage brand with very strong associations on prickly heat. The challenge was to reinforce Nycil as the expert solution for summers. We are happy to bring to life the proposition in an engaging set up of kids’ banter.”

     

  • Spicy Sambar Powder promises to add a spicy kick and variety to meal occasions across the day

    MTR Foods unveils new film for their Sambar variant

    By A Correspondent

     

    MTR Foods has launched a new variant of one of its highest selling products – Sambar powder. The variant called Spicy Sambar Powder promises to add a spicy kick and variety to meal

     

    On the launch, Sunay Bhasin, CMO, MTR Foods said: “MTR is one of India’s leading packaged masala players with prominent leadership in core southern markets. We conducted extensive cuisine studies in these markets and realised that our Target Audience, while still using our Sambar Powder, also make their own blend from pure spices for a spicier version of sambar. The new variant of Spicy Sambar is intended to plug this need-gap and drive further penetration in our core markets. The TVC launched to support this campaign is a simple, yet creative communication that seamlessly blends the spicy nature of our product with a daily meal occasion. ”

     

    Added Mahesh Gharat, Executive Creative Producer, Ogilvy and Mather: “The key ask from MTR was to create a simple communication that clearly highlights the one feature that is central to the product – the spicy nature of the Spicy sambar powder. We focused on that attribute by showcasing it in an everyday meal occasion that has been made memorable because of MTR’s Spicy Sambar Powder. We also injected a certain amount of humor in the TVC which would be guaranteed to make you smile every time you see the Ad.”

     

  • The account will be managed and supervised from the MediaCom Gurgaon office

    Goibibo assigns media mandate to MediaCom

    By A Correspondent

     

    MediaCom has bagged the media mandate for the Goibibo.com account. Goibibo has assigned MediaCom the integrated media planning and buying duties for the company.

     

    Commenting on the win, Saujanya Srivastava, Group Chief Marketing Officer, Go-MMT Group said:“ We have a long standing association with MediaCom. The team has helped us deliver successful marketing campaigns for MakeMyTrip in the past, including the recent one on MakeMyTrip Assured Hotels proposition. Post the merger with the Ibibo Group, we have high impact marketing plans to pursue. MediaCom worked with us on the first Goibibo marketing campaign post-merger, featuring DeepikaPadukone as the brand ambassador. The campaign has been received well and we are confident of an equally positive impact on the business as well. ”

     

    Debraj Tripathy

    Speaking about the win, Debraj Tripathy, Managing Director, MediaCom South Asia, added: “Winning the Goibibo mandate is testament to the wonderful partnership MediaCom has enjoyed with Makemytrip over the last six years. We’ve always put client delight and systems thinking at the heart of our recommendations and this win just proves the effectiveness of this approach. Welcome aboard Goibibo!”

     

    Commenting on the same, Sushanto Biswas, General Manager, MediaCom, said: “We are delighted to win the mandate for Goibibo. Travel and hospitality is a super exciting industry and is only poised to grow in the future. We’re looking forward to delivering better media value to the Goibibobrand“

     

    The account will be managed and supervised from the MediaCom Gurgaon office.