MxMIndia

Category: MARKETING

  • The campaign is being conceptualised and executed by WATConsult

    Bajaj Allianz creates awareness on insurance through #AwkwardSilence

    By A Correspondent

     

    Bajaj Allianz General Insurance has launched a digital campaign titled “Awkward Silence”, to create awareness about the importance of having insurance amongst consumers.

     

    Conceptualised and executed by WATConsult, the campaign was unveiled with a series of short videos that showcase conversations between a group of objects.

     

    The videos feature objects from daily life like a motorbike, travel bags, television and others, which explain how awkward it got for them that their owners, even today, in this day and time, have missed out on taking an insurance for them.

     

    Speaking on the same, Sourabh Chatterjee, Senior Vice President and Head of Technology, Digital Sales & Marketing, Bajaj Allianz General Insurance, said: “Most of us are not completely aware of the benefits of Insurance. Therefore, our intent is to focus on the real tangible benefits of insurance and use a relatable context and message to drive awareness. When mishaps occur, it’s an unexpected trauma and a big expense. We are there for you to take care of you during these times, that’s the simple message we’re looking to put out there.”

     

    Added Rajiv Dingra, Founder and CEO, WATConsult: “Video consumption is expected to grow at a rate of 50% this year. Bearing this in mind, we decided to use a series of video to tackle the awkwardness around the topic of Insurance. To make the videos more impactful, we took a creative call to feature objects from daily life and personified them with quirky characters.”

     

  • The new Serendipity campaign highlights such adjustments that a home buyer in Mumbai has to make

    Forget the art of adjusting, notes Serendipity

    By A Correspondent

     

    The new Serendipity campaign highlights adjustments that a home buyer in Mumbai has to make. With fabricated addresses such as “Upper – This”, “New – That” and “Annexe – Somewhere Else” to compensate for mini-sized apartments, inferior quality of living, delayed or undelivered promises, we’ve always had to settle for less and learn to adjust. The Forum Group says it’s time to forget this Art of Adjustment.

     

    Said Vidyut Saraf, Deputy Managing Director, Forum Projects: “While the Forum group may be extremely well-known and respected in Eastern India, we wanted to create a clutter-breaking campaign for our first Mumbai property. We have always believed in identifying global market dynamics, choosing strategic locations of the future, and creating iconic assets and Serendipity is one such project.”

     

    Said Bhavesh Kosambia, Senior Creative Director, Grey Group India, who has directed these films: “Very rarely do we get clients who allow you to explore more than just showcasing the product, more so in real estate. The lure of showing glamourous apartments and infinity pools is too hard to resist. These films however are so simplistic in their execution and yet truthfully hard hitting.”

     

  • Promises to deliver unmatched value for truckers and farmers across India with 3 per cent fuel economy and increase in oil drain interval

    Shell celebrates real heroes of India in latest campaign

    By A Correspondent

     

    Reaching out to its consumers to celebrate the true heroes of India from the trucking and farming industries, Shell Lubricants has announced the launch of its “Real Heroes” campaign. The campaign is a consumer-led initiative from Shell’s ‘Rimula’ range of lubricants and aims at acknowledging the contribution of – valuable patrons who drive the nation forward- truckers and farmers. Shell Rimula aims to bring convenience in their lives, by promising to deliver unmatched value for truckers and farmers across India with 3 per cent fuel economy and increase in oil drain interval by 450 hours.

     

    Speaking about the campaign, Neeraj Bhatia, Chief Marketing Officer, Shell Lubricants India said: “Building on the resounding success of previous year’s campaign of “Manzilaapki, saathhumara”, our strategy was to extend this a step further this year, with the launch of ‘Real Heroes’ campaign. Truckers and Farmers form the backbone of our Indian economy and help in contributing approximately 21 per cent to India’s GDP. At Shell Lubricants, we understand the needs and aspirations of our valuable patrons.  This year’s campaign is our attempt to acknowledge and celebrate these real heroes of India. It is the pursuit of these real heroes that drives us every day to make products that can help them save more and deliver unmatched value for their contribution. We hope this further helps us to strengthen our bond with them and we shall continue to deliver greater value to their lives”.

     

  • The ad film is directed by Karan Shetty and produced by Madhukar Kotian and Vijay Carvalho

    Godrej’s Hit Gel Stick adds filmy punch to fight roach menace

    By A Correspondent

     

    We aren’t sure why it’s only the mother’s duty to do this, but Godrej’s Hit has launched a Gel Stick variant which is a solution to “enable mothers to protect her kids and family from cockroaches”. Hit Gel Stick is a transparent gel which once applied remains effective for seven days, kills cockroaches right at the point of entry and is very convenient to use. Or so claims a communique.

     

    The brand has launched a new nationwide campaign with the tagline ‘Hit Gel Stick Cockroaches KoGhustey Hi Maare’. Talking about the launch of HIT Gel Stick and the unique campaign, Sunil Kataria, Business Head – India & SAARC, Godrej Consumer Products Limited said: “Consumer research reveals that 80 per cent of consumers have faced a cockroach problem, but less than 8 per cent use branded cockroach solutions! Low adoption of specialist cockroach solutions by mothers is due to lack of awareness of the fact that cockroaches spread food poisoning and therefore are a serious threat to the health of her kids and family. Cockroaches enter our kitchen from dirty drains carrying germs and contaminate food and utensils, but they are seen only as unwanted intruders which disgust hence mothers settle for ineffective solutions to contain them.”

     

    The ad film is directed by Karan Shetty and produced by Madhukar Kotian and Vijay Carvalho.

  • Showcases Airtel's wide range of products & services that enable best-in-class smartphone experience

    Airtel’s new campaign communicates why smartphones are smart as the network

    By A Correspondent

     

    Bharti Airtel rolled out a new campaign over the weekend to “reinforce its leadership as India’s best smartphone network”.

     

    Says Rajiv Mathrani, Chief Brand Officer, Bharti Airtel: “A digital lifestyle enabled by smartphones is fast becoming the new normal and customers look to do more and more with their devices. At Airtel, we have invested in world-class technology to build a future ready smartphone network that allows customers to do that much more with their smartphones. And what better way to showcase the endless possibilities of a smartphone on the Airtel network than through the limitless imagination of kids.”

     

    Added Agnello Dias, Co-founder and CCO, Taproot Dentsu, the agency that conceived the campaign: “Airtel always comes across as a future-ready mobile network as it constantly innovates and pushes the envelope. We thought there was a strong parallel in what a mobile network like Airtel can help smartphone users achieve and the innocent imagination of a child’s expectations from the world of tomorrow. So Airtel & Kids was an apt fit.”

     

  • The fact that more than two-thirds of close to 22,000 respondents of a survey by Ford India didn't consider safety as an important consideration while buying a vehicle proves the trend

    Ford urges customers to make safety atop priority

    By A Correspondent

     

    Ford India is back with a campaign where it urges customers to make safety a priority and not a choice. The campaign finds its roots in the research that shows safety in car buying decisions play second fiddle to every other parameter – be it looks or mileage and even convenience features.

     

    The fact that more than two-thirds of close to 22,000 respondents of a survey by Ford India didn’t consider safety as an important consideration while buying a vehicle proves the trend.

     

    “Sixty years ago, Ford was the first automaker to offer factory-installed safety belts, and our legacy of safety innovation endures to this day. Today in India, we are making sure that all our products with six-seven airbags are available at an affordable price. While we make safety accessible, and affordable across segments, with the latest campaign we want customers to prioritize it too for the sake of their loved ones,”

     

    The television commercial titled The Uncomfortable Question features a conversation between a doting father and his curious daughter as they go for a ride in their new Ford EcoSport.

     

    While the father familiarizes the daughter with a long list of Ford EcoSport’s features, the anxious daughter raises a pertinent question — how will he ensure her safety in the rear seat? The confident father, being happy with his choice, assures the daughter with the proven safety credentials of his EcoSport that boasts of six airbags for complete all-around protection. An assured smile replaces the daughter’s confused expression after hearing her father’s reassuring words on how he has prioritized her safety.

     

    The underpinning message in the commercial urges car buyers to make safety a top consideration in their purchase journey and choose a vehicle that priorities complete protection of their loved ones.

     

    “While Government policies and regulations evolve, we are ahead of the curve and are providing safety features not because we have to but because we see it as our responsibility. Your safety is our priority and thus the Ford portfolio in India today comes equipped with advanced safety features such as ABS, EBD, side & curtain airbags as well as industry-first knee airbag, making it up to seven to keep vehicle occupants safe,” said Rahul Gautam, Vice President – Marketing at Ford.

     

    Conveying an important message, the campaign will follow an integrated communication approach and optimally leverage all paid, owned and earned media channels including social, digital, television, print, radio and mobile for the campaigns.

     

    Added Sachin Ambekar, Vice President & Executive Creative Director, Global Team Blue India: “We find that people in India are extremely protective when it comes to the family. They use every mean to protect them. With the help of this campaign, we are pushing consumers to think hard and evaluate the choices they make when it comes to car purchase as well.”

     

  • Highlights the need for self-monitoring of blood glucose during vacations

    Accu-Chek’s exhorts diabetics to enjoy their summer holidays

     

     

    ‘Diabetes doesn’t hold me back from enjoying the holidays’, is the message highlighted by Roche Diabetes Care India in its new advertising campaign for its blood glucose meter – Accu-Chek Active. The campaign highlights the fact that diabetes can be successfully managed even during the holidays and that there is no reason for people with diabetes (PwDs) to miss out on holiday enjoyment or delights of seasonal fruits, such as mangoes, when equipped with proactive self-monitoring of blood glucose.

     

    Roche has also launched an interesting microsite www.managesugar.in that serves as a ready reckoner for PwDs, giving them a wide array of guideline articles, information on self-monitoring of blood glucose and general wellness.

     

    Conceptualised by JWT, the campaign narrates how regular self-monitoring of blood glucose levels with Accu-Chek Active helps PwDs enjoy their summer vacation.

     

    “Through this campaign we are trying to highlight that although summer holidays is that time of the year when most PwDs would witness fluctuations in their glycemic levels due to changes in the daily routine, including kind of food consumed, meal timing, etc., and that it can be effectively monitored and managed,” said Sidhartha Roy, General Manager & Head of APAC Sub-Region 1, Roche Diabetes Care India.

     

  • Hunt for 'Chief Tasting Officers' from across India to be an integral part of developing a New Range of Ice Cream flavors

    Havmor begins nationwide hunt for ‘The Coolest Summer Job’

     

     

    Havmor Ice Cream, currently on a massive expansion across India, is offering consumers an opportunity to be part of the brand as ice-cream tasters and creators. The offer for ‘The Coolest Summer Job’ includes the creation of a special position of Five Chief Tasting Officers, for all existing and soon-to-be-launched flavours.

     

    Talking about this promotion, Ankit Chona, Managing Director, Havmor Ice Cream said:  “Havmor is known for its unique and innovative offerings and with an increasing demand for unique and new flavors, we have embarked on a journey to engage with the end-consumer directly to involve them in the process of introducing new flavours. Since digital is the medium of choice, our campaign aims at bringing ice cream loving consumers on to one platform to showcase their passion. The most deserving candidates will be an integral part of the Havmor family and will work closely with our teams to develop never tasted before ice cream flavours.”

     

    Commenting on the offer Chaitanya Rele, VP – Head of Marketing, added: “Our nationwide job hunt will be live on all our digital platforms and we will also be working closely with various human resource partner firms. It is an exciting opportunity where the winning candidate will get to master the unique techniques of ice cream making, meet the demands of the unique taste-buds in India and will have all the freedom to invent new flavours of their choice. These flavours will then make their way into our 200 ice cream parlors and 40,000+ retail outlets.”

     

  • New brand identity underscores Wipro's commitment to transformation and evolving client expectations

    Wipro unveils new brand identity; rearticulates its values

     

     

    Wipro Limited has unveiled its new brand identity. The new brand identity, notes a communique, signifies a higher level of engagement and brand permission that helps clients leverage Wipro’s expertise  to address their business requirements and drive future opportunities in this digital era.

     

    Said AzimPremji, Chairman, Wipro Limited in a statement: “Our brand identity is a visual expression of what we do and mean, for our clients. And this is directly energised by our Values. The Values are our core and our beacon, the bedrock of our culture.  Our rearticulated values connect and resonate deeply with the new, vibrant, brand identity.”

     

    Added Abidali Z. Neemuchwala, Chief Executive Officer and Executive Director, Wipro Limited: “The new brand identity marks our journey of transformation in the digital world. Our brand refresh signals an even closer engagement with clients, greater innovation, and a deeper impact on their business. It is contemporary, reflecting the diversity and aspirations  of our employees.”

     

  • Twenty percent off on World Traveller Plus and all-Inclusive fares in World Traveller Cabins from just INR 41,510

    British Airways rolls out new TVC to push summer offer

    By A Correspondent

     

    British Airways has launched its latest brand campaign ‘Discover the London You Don’t Know’. In the form of a short film, the campaign showcases a versatile London, which, while being immersed in legacy, provides young millennialswith its contemporary delights.

     

    Seen through the eyes of a young man from Chennai who discovers his grandfather’s journal, the viewers are taken on a journey in which he relives his grandfather’s time in London, eventually discovering a city he did not know. Blending nostalgia with youthful exuberance, the protagonist savours London from new perspectives.

     

    The three-minute video, created by OgilvyOne Worldwide New Delhi, is live on British Airways’ YouTube channel. It has been directed by Amit Masurkar.

     

    Said Abhishek Gupta, Senior Creative Director, OgilvyOne WW New Delhi: “The idea was to show that no matter how many London stories you have heard, there’s always one that you haven’t.”

     

    Added Robert Williams, British Airways’ Head of Sales – Asia Pacific and the Middle East: “From culture seekers and sporting fans to shopaholics and foodies, everyone on a holiday is spoilt for choice across London’s unique multicultural offerings. Through this campaign, we would like to encourage our customers to fly to London and make their own London story.”

     

  • ScoutMyTrip and six bloggers/ roadtrippers travel from Delhi to Nepal and back via Lucknow, Gorakhpur and Agra for this initiative

    ScoutMyTrip creates an engagement platform to support OYO’s presence in Nepal

    By A Correspondent

    Community-based road trip-planning company ScoutMyTrip has collaborated with budget hotel network Oyo to raise awareness about the latter’s recently opened property in Nepal. ScoutMyTrip has planned a road trip from Delhi to Nepal and back via Lucknow, Gorakhpur and Agra with six bloggers-cum-roadtrippers for this initiative. This group will meet locals at their pit stops and create a journey of what’s unique to that place. Their trip and accommodation is sponsored by Oyo.

    The roadtrippers including ScoutMyTrip co-founders Deepak and Vineet and the bloggers kicked off from Oyo’s head office at Gurgaon yesterday (May 4). Said Deepak Ananth, co-founder, ScoutMyTrip: “A road trip is about exploring the cities and highways of India. And most importantly having fun together. What makes a road trip even better is a clean, comfortable room to sleep in as you break your journey and enjoy the city. Which is why this partnership with Oyo is perfect as we start roadtripping!”

    The exercise is scheduled to end on May 11.

     

     

  • Currently, India is suspected to have over 91 million people suffering from sleep apnoea

    Philips Healthcare signs Ram Kapoor and Gautami Kapoor as brand ambassadors

    By A Correspondent

     

    Philips Healthcare India has appointed actors Ram Kapoor and Gautami Kapoor as its brand ambassadors towards creating awareness around sleep disorders. This is the first time in India that actors have come forward to be a part of a sleep ailment like sleep apnoea. Currently, India is suspected to have over 91 million people suffering from the disorder and a significant number of population is unaware of their condition.

     

    Expressing his delight over partnering with Philips, Kapoor said: “I am glad to be associated with Philips in building awareness around sleep apnea in India. After learning that sleep disorders can lead to serious medical conditions, I realized that it was imperative for people to understand the importance of good and healthy sleep. Gautami and I hope to make significant impact on the lives of people by making them more informed about this ailment.”

     

    Said Priyank Aggarwal, Head of Strategy and Direct 2 Patient Businesses, Philips India: “Philips has worked extensively in this field and we areexcited to be associating ourselves with eminent actors like Ram and Gautami Kapoor. Reiterating its commitment, Philips setup over 500 sleep labs throughout the country and about 70 in Maharashtra itself. The company who is committed to providing the means to lead a healthy lifestyle and improve quality of life has also trained over 400 sleep technicians in India.”