MxMIndia

Category: MARKETING

  • Campaign has already garnered over 10 lakh views on YouTube in a short span of time

    Fynd rolls out its first TVC in association with DCMN

     

     

    Fynd, the fashion e-commerce portal, has tied-up with a Berlin-based TV media agency, DCMN for its first TV ad campaign. Fynd has reached out to TV audiences for the first time with its commercial, ‘Still stuck with the old?’

     

    Directed by Jay Bhansali under the banner Veda Productions, Errol Peter Marks, Tushar Pandey of the Pink movie fame and Rashi Mal are the actors in the ad film.

     

    Commenting on the association, Fynd Co-founder, Harsh Shah, said: “We are extremely delighted to have rolled out our first TVC for viewers. As a medium, television is one of the best ways to traverse the length and breadth of the country. We are keen to reach out to a larger set of people and make them aware of our key proposition. We are sure that our association with an international data-driven media agency like DCMN will enable us to stay focused on our KPIs and will help us to soar in a sustainable

     

    On the association, DCMN Country Head, India, Bindu Balakrishnan said: “Fynd is a unique fashion portal that is based on making optimal use of both online and offline forms of retail and on channeling their combined outreach for a superior customer experience. DCMN’s expertise lies in taking a performance-driven approach to TV – something which is unique in India’s marketing landscape. Using our proprietary TV attribution technology, we will continually monitor and optimise the Fynd campaign to ensure every rupee is being spent where it counts.”

     

  • A new integrated campaign by Leo Burnett India features Khan as the neighbourhood's 'lifeline'

    KEI Wires ropes in Irrfan Khan as brand ambassador

     

     

    You’ve seen it on telly already, but in case you haven’t seen KEI Industries’ new TV-led integrated campaign, here’s more. The brand, that addresses the cabling requirements of a wide spectrum of sectors such as Power, Railways, Automobiles, Cement, Steel and Real Estate, has brought on board Bollywood actor Irrfan Khan as its brand ambassador. This is the first time that the brand has collaborated with a celebrity to take its vision forward, in a campaign conceptualised by Leo Burnett India.

     

    The campaign addresses how short circuits and overloads, resulting from faulty wiring, leave the common man handicapped in his own home. The film show how, by installing the superior quality KEI Wires, problems such as electrical breakdowns and power cuts can be minimised.

     

    Speaking about the campaign, Anil Gupta, Chairman and Managing Director, KEI Industries Ltd., said:“KEI has always been a leading player in the Wires and Cables category. For five decades, we have catered to diverse industries. Now, as a brand we’ve decided to get more aggressive in the house wire segment. In the coming years, we want to find a place in every Indian household. Hence, the brand’s new campaign is historic for us in many ways. For the first time, we have a brand ambassador of immense stature. Irrfan Khan is not just a great actor, his following amongst the masses is commendable. Again, for the first time,the brand has undertaken a multimedia campaign that will harness the reach of social media channels, along with TV and print. It’s a big stride for the brand and we’re quite positive that people will connect with this campaign at an emotional level.”

     

    Speaking about the campaign, Amit Nandwani, Executive Creative Director, Leo Burnett India, who directed the films along with Red Ice Films’ Surya Balakrishnan, said:“Given the clutter in a category where every brand is talking only about functional benefits, we felt it was important for consumers to have an emotional connect with the brand. The films, with the new tagline ‘JodeyDilonKeTaar’, deliver the message in a sweet, endearing manner and will hopefully become the new category speak. Further, by bringing in a celebrity of Irrfan’s stature and credibility, we made sure the message stood out and struck a chord with the audience.”

     

  • TVC states that with Intex ACs a family saves 30% electricity, gets 15% faster cooling and thereby prevents itself from having a 'Bill Ka Daura' in a humorous and entertaining way

    Intex marks entry in the AC category with new campaign

    By A Correspondent

     

    Intex Technologies, which had recently announced its first ever range of air-conditioners to complete its bouquet of consumer durables offerings, has come out with its maiden ad campaign for the range. The ad conceptualised by Publicis India depicts the situation of a typical middle-class Indian household using air-conditioners guzzling electricity and in turn grappling with the after-affects of high electricity bills.

     

    Speaking about the campaign, Nidhi Markanday, Director & Business Head, Intex Technologies said: “The TVC is aimed at eliminating the fear in the minds of common people that in summers switching ON air-conditioners means incurring high electricity bills. With Intex ACs, we have made sure that every household can now freely use their ACs to enjoy the cool atmosphere without thinking of power consumption. Intex has always striven to change people’s lives through affordable and quality products. Our power packed range of air conditioners complete our consumer durables product portfolio and strengthen our positioning in the Indian market.”

     

  • Campaign aims to strengthen brand awareness with parents and children

    Byju’s launches in-cinema campaign with PVR

    By A Correspondent

     

    Leading education platform Byju’s has announced the launch of its new in-cinema advertising campaign with PVR Cinemas. This campaign is inspired by the findings of a recent survey which revealed that people across geographies strongly associate brand Byju’s with the colour purple.

     

    Talking about the campaign, Mrinal Mohit, Chief Operation Officer, Byju’s said: “Our partnership with PVR Cinemas marries our continued efforts to stay in touch with children and parents during vacation time as well as offer them a chance to experience the Byju’s way of learning. PVR cinemas will also offer us a captive audience and a great medium to engage with them too. Our brand creatives and properties are positioned at different touch points across PVR cinemas to ensure easy recall with movie goes. Overall, we are confident this campaign will offer brand BYJU’S a substantial viewership as it spreads across 50 cities, 126 PVR Cinemas properties and 579 screens.”

     

    Added Gautam Dutta, CEO, PVR Ltd: “Cinemas offers an unparalleled multi-sensory 360 degree brand activation opportunity to tell the brand story in a captive environment, across customer profiles. We welcome BYJU’S on board as the company that is reinventing how students learn, through its learning app”.

     

  • The previously-launched ad in the series has managed to garner more than 25 million views on digital channels till now

    Coca-Cola expands its ‘elevator’ experience in Punjabi

    By A Correspondent

     

    Coca-Cola India launched the ‘Elevator’ commercial with DiljitDosanjhin a vibrant Punjabi flavour. The ad is a follow-up to the elevator themed ad with DeepikaPadukone under “Taste the Feeling” campaign which highlights the role of Coke in setting off camaraderie between a celeb and their fan. The previously-launched adin the series has managed to garner more than 25 million views on digital channels till now.

     

    The narrative opens with Diljit being followed by photographers outside a hotel. To escape, Diljit quickly rushes into an elevator and notices a housekeeping attendant with a service trolley inside the elevator. Suddenly there is a glitch and the elevator stops in between the floors. To lighten up the environment, the housekeeper offers a chilled bottle of Coca-Cola to Diljit. Diljit looks pleased with the gesture. He really needed a Coca-Cola right now. This is followed by great camaraderie and cheerful dancing by the two. The popular Punjabi music in the story lifts the feeling and adds to the entertainment quotient. Coke is at the centre of the advertisement which is designed to spread the message of breaking social barriers to foster a strong connect with each other and the carefree spirit within us.

     

    The campaignwill be launched on digital platforms with the exciting teasers featuring DiljitDosanjh, followed by a pilot run of the on-ground consumer engagement activities leveraging augmented reality. The consumers may also get a chance to meet Diljit by participating in many contests and activities that the company is planning to organize.

     

    Explaining the thought behind the campaign, Debabrata Mukherjee, Vice President- Marketing, Coca-Cola India, added,“Diljit is an inspiration to millions of youth in the country and we really value his association with the brand that stands for positivity and youthfulness. The commercial brings out the message of optimism, happiness and making regular moments special with the simple act of sharing a Coke. We hope the commercial will find favour with our audience that loves lively Punjabi music, spirited dancing, and a beautiful story with Coca-Cola in the centre.”

     

    Highlighting the thought behind the campaign, Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer – India, McCann, who supervised the creativesof the campaign said “The new Coca-Cola Elevator campaign captures a tale of togetherness between total strangers. The light-hearted film features DiljitDosanjh as himself, where a fan bumps into his heart-throb in an elevator. Coca-Cola breaks the ice and makes the connection between the celebrity and the awe-struck fan special. The choice of music and dance make the film truly enjoyable.”

     

    Sharing his experience, Diljitsaid, “The ad was so much fun to do. It is a beautiful paradox that two strangers inside an elevator warm up to each other because of Chilled Coke. I had a great time with my elevator buddy while enacting the script. And it goes without saying that Coke is truly refreshing and I love drinking it.”

     

  • According to the 2015 report from the National Crime Records Bureau (NCRB), 8934 students committed suicide in 2015

    Tata Tea urges parents to get kids to deal with exam stress

    By A Correspondent

     

    Tata Tea Jaago Re’s new film demonstrates how simple gestures can go a long way towards relieving the immense pressure students undergo when it comes to performing well during exams. In line with their ‘Alarm Bajne se Pehle Jaago Re’ campaign launched earlier this year, this film identifies the growing issue of student depression and suicide, and urges parents to ‘preact’ and do their bit to prevent these avoidable tragedies.

     

    According to the 2015 report from the National Crime Records Bureau (NCRB), 8934 students committed suicide in 2015. And this number doesn’t even account the attempted suicides, many of which go unreported. With increasing pressure on students it’s important that the parents do their bit to avoid any tragedies, even if is just saying #ItsOk.

     

    The film opens with the father and son walking to find out the son’s exam results. The son is extremely anxious and talks about how he may have performed in different subjects. He then turns around to realize that his father has stopped at an ice cream stand. The boy gets upset that his father stopped for an ice cream and complains about being late before pausing to hesitatingly ask, “But dad, what if I fail?” To this his father calmly replies, “So? It’s ok.” and proceeds to order the ice cream. Knowing that his father understands his worry immediately comforts him and they both enjoy ice cream together.

     

    Through this film, Jaago Re highlights the growing issue of depression and suicidal tendencies among students as a result of the tremendous pressure to deliver when it comes to education. As parents, it is imperative to be conscious of the stress children experience and help ease their burden before it is too late. Taking forward the conversation on ‘Preactivism’, this film perfectly captures how every timely action works towards preventing a future tragedy.

     

     

  • The agency was selected for presenting a brand promise and communication plan that aligned well with Burger King's roadmap for the Indian market

    Burger King assigns creative project to Lowe Lintas, Mumbai

    By A Correspondent

     

    Burger King, the popular QSR renowned for its iconic Whopper, has assigned its upcoming creative project to Lowe Lintas, Mumbai. The agency will be handling the launch communication for its signature product ‘The Whopper’.The agency was selected for presenting a brand promise and communication plan that aligned well with Burger King’s roadmap for the Indian market.

     

    On appointing Lowe Lintas, Kapil Grover, CMO, Burger King India said: “Creative agencies are like an extended marketing team. It’s important to have partners who understand the brand and share the same passion. Lowe Lintas has been one of the leading creative agencies in the country, with a good assortment of brands and a very talented bunch. We look forward to some very interesting work and building Burger King as an iconic brand in the Indian market.”

     

    Commenting on the win, Raj Gupta, CEO, Lowe Lintas said: “The new quarter has begun well for us where clients are equally excited to avail our expertise in servicing them. Burger King is a leading QSR name globally and it is no different in India, where it has managed to make a mark in the shortest time possible. We are happy that our ideas have been appreciated by the client and look forward to bringing about a profound change in the way they are consumed and loved by the customers. You can look forward to some interesting work soon.”

     

  • In a first of its kind partnership, will leverage their ecosystems to build innovative solutions that enhance customer convenience and add to the service experience

    Airtel and Ola join hands to roll out integrated digital offerings for customers

    By A Correspondent

     

    Bharti Airtel announced a strategic partnership with Ola to offer a range of digital services to customers. Airtel and Olawill bring together their respective platforms and reach to co-create a comprehensive ecosystem to address India’s growing communication and mobility needs. In addition, Ola will leverage Airtel’s integrated suite of enterprise services to power its operations, while Airtel will leverage Ola’s vast network of hundreds and thousands of driver partners.

     

    Said Gopal Vittal, MD & CEO (India & South Asia) Bharti Airtel: “At Airtel, we are constantly innovating to build products and partnerships that accelerate the development of India’s digital ecosystem. We are delighted to partner Ola to enable a seamless digital experience for customers. Both companies have strengths that complement each other and this offers massive scope to co-create exciting products and solutions for customers. Ola will also benefit from Airtel’s extensive retail network and our integrated suite of world-class connectivity solutions for businesses that help them drive growth through better efficiency.”

     

    Added Bhavish Aggarwal, CEO and Co-founder at Ola:“At Ola, we are always focused on innovating and building on the mobility experience for customers as well as driver partners. This first-of-its-kind partnership brings a host of offerings from two massive ecosystems together. Airtel will integrate its offerings across payments, content, PoS networks, and more with Ola’s offerings for its large customer and partner base. We see this as a win-win for partners and customers of both brands, bringing increased convenience and access to mobility as well as connectivity at the same time.”

     

  • Vivo has bagged the title sponsorship rights for 5 years, for the Pro Kabaddi League that is set to kick-off in July 2017

    Pro-Kabaddi and Vivo sign 5-year title sponsorship deal

    By A Correspondent

     

    Sporting league Pro-Kabaddi has signed on Vivo as the title sponsor for five years. The upcoming season will see Pro Kabaddi with up to 12 teams and more than 130 matches spread across 13 weeks. Vivo Pro Kabaddi Season 5 will kick off in July 2017 on Star Sports.

     

    Speaking about VIVO Pro Kabaddi, Sanjay Gupta, Managing Director, Star India said: “We are delighted to have Vivo as our title sponsor, as they happen to share a common vision with Star Sports to make Pro Kabaddi one of the finest leagues in the world. VIVO coming on board as the title sponsor is a significant milestone in the growth story of the league. Star Sports will continue its efforts to elevate the stature of the sport further.”

     

    Speaking on the occasion, Kent Cheng, CEO, Vivo India said: “We are thrilled to partner with Pro Kabaddi league as the title sponsor. This association is important for us as Pro Kabaddi league has reached incredible heights and now proudly stands as one of the most successful leagues in India.

     

  • OgilvyOne Worldwide Bangalore and Sunfeast Mom's Magic make this Mother's Day Special

    OgilvyOne presents flash song dedicated to moms

    By A Correspondent

     

    In celebration of the upcoming occasion of Mother’s Day, Sunfeast Mom’s Magic took on the challenge of delighting moms everywhere. The brand staged their biggest ever surprise for moms by getting participants to collaborate with the musical trio of Shankar-Ehsaan-Loy to create #MomsDayMagic in an unexpected manner.

     

    The month-long digital campaign started with Sunfeast Mom’s Magic reaching out to over four million people across India with a very simple request – send in your best ideas for Mother’s Day. It got Shankar-Ehsaan-Loy to pop this question through three digital films.

     

    The digital campaign conceptualised by OgilvyOne Worldwide, Bangalore, involved executing India’s first Flash Song that featured a rendition of the most heart-warming song composed for mothers, ‘Maa’ from the popular movie TaareZameen Par. The participants rehearsed together the evening before the event with singing coaches.

     

    The next morning the participants brought their mothers to the theatre on the pretext of watching a movie; some showed up with their families. The mothers were unaware of the children’s plans.

     

    Said Vanaja Pillai, Executive Vice President, OgilvyOne Worldwide Bangalore: “The idea truly allowed us to leverage the power of digital by getting together a bunch of people who don’t know each other to do something special for their moms. This performance had only one take with no room for errors at all. But the response we got from the people who were in the theatre was overwhelming. We hope this inspires others to do something special for their mothers for Mother’s Day.”

     

  • Zeotap was founded in 2014 by senior executives from advertising, tele-communications and tech companies such as IBM, Vodafone and Fyber (RNTS Media)

    zeotap expands its India operations

    By A Correspondent

     

    Zeotap, a mobile data collective providing customer insights for digital marketers, announced the expansion of its India operations. Zeotap(written with the Z in lower-case) was founded in 2014 by senior executives from advertising, tele-communications and tech companies such as IBM, Vodafone and Fyber (RNTS Media). It now has offices in Berlin, Bengaluru and New York, and additional presence in Madrid and Milan.

     

    zeotap’s technical centre is located in Bengaluru and comprises more than two-thirds of global headcount. The present technical team of 35 is expected to double in strength by the end of the year, with particular emphasis on data engineers and data scientists. “We’ve been incredibly happy with our decision to build our technical team in India. Bengaluru has a wealth of skilled talent and is best-positioned to feed our voracious needs,” said Projjol Banerjea, Co-founder and Chief Product Officer at zeotap.

     

    Last year, zeotap entered into a joint venture (JV) called Mozeofor the Indian market with Mogae Media for programmatic advertising on smartphones.

     

  • The company will cater to Indian companies by offering a fully customized approach supported by technology, innovative differentiators and a compelling value proposition

    Market research firm Velocity launched

    By A Correspondent

     

    Cross Marketing Inc; a Tokyo stock exchange listed company, has announced the launch of Velocity, a technology-driven market research company to cater to the Indian market. Velocity was born out of an urgent need to provide insights and meaningful research with a quick turnaround time from various parts of the world, notes a communique.

     

    Headquartered in Bengaluru and having an office in Mumbai, Velocity offers Advertising and Communications Research, Brand Studies, Market Segmentation & Profiling, Product and Pricing, Customer Satisfaction/Loyalty/Experience and Tracking Studies, amongst others

     

    Said Jasal Shah, Managing Director & CEO, Velocity: “In today’s dynamic world, strategies are dynamic and needs to change quickly, sometimes even overnight and this demands quick access to data and quality insights. At Velocity, this is what we are designed to deliver. Our tech-driven approach helps us achieve quick turnaround time and this will in turn help our clients in meeting their respective objectives.Our global reach by virtue of our parent company will also help scale up our business and therein reach out to more clients.”