MxMIndia

Category: MARKETING

  • A 3-part digital film series where Captain Morgan and Vir Das show how to bring fun into our everyday adventures has been created by Weirdass Comedy

    Captain Morgan and Vir Das capture everyday adventures via latest digital campaign

    By A Correspondent

     

    Captain Morgan Original Rum and Vir Das have introduced a series of digital films that introduce the fun and charismatic spirit of the Captain to the country

     

    The films have been conceptualised and produced by Weirdass Comedy and speaking of his experience of working with Captain Morgan for the digital films, Vir Das said “I love the content that Captain Morgan has created globally and it was exciting opportunity to reiterate the brand’s spirit in the Indian context. As the brand had just launched in the country and we had an icon like Captain, we wanted to show real scenarios where fun solutions can diffuse the tension in the room. We hope the audiences enjoy the films imbibe the Captain’s spirit in their lives.”

     

    Speaking of the campaign, Subroto Geed, Sr. VP – Marketing, Prestige Brands for United Spirits, said: “Captain Morgan is an epitome of adventure and fun and symbolizes the true spirit of Caribbean. We are delighted to have creative partners in Vir and Weirdass who have beautifully understood the brand spirit and helped us create stories which resonate in Indian popular culture. We hope Indian millennials feel a strong affinity to the films and celebrate their fun occasions with Captain Morgan Original Rum.”

     

  • The campaign positions 'Micromax Living' as a smart lifestyle proposition for Individuals who seek comfort and convenience in every aspect of life

    Anil Kapoor promotes ‘Micromax Living’ credo in latest campaign

    By A Correspondent

     

    Taking ahead its vision of strengthening the consumer electronics segment, Micromax Informatics has releaseda campaign for its LED TV segment featuring Bollywood star Anil Kapoor.

     

    The campaign positions ‘Micromax Living’ as a smart lifestyle proposition for individuals who seek comfort and convenience in every aspect of life. The campaign has been launched for the range smart televisions with a unique TV Mirror feature that lets the consumer mirror the TV screen on his smartphone and vice-versa.

  • In 2017, Honda 2Wheelers launched the 4th generation BS-IV and AHO compliant 'ACTIVA 4G' with new style and features like mobile charging port for connectivity on the go

    Honda speaks to the nextgen populace to promote Activa 4G

    By A Correspondent

     

    Honda Motorcycle & Scooter India (HMSI) has rolled out its latest film for its 4th Gen upgrade of Activa.  Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC was launched with the world television premiere of Jolly LLB 2 and has started running on air across popular channels from May 14,’17.

     

    The ‘Nayi Generation Hai’ campaign reinforces the top of mind recall for Honda’s fourth generation Activa both emotionally and rationally. The idea is to showcase how Activa 4G is playing an active role in the slice of life of India’s new generation. India’s psychographics is fast evolving and everyone in this new India is exploring something new. Be it the trending youth, WhatsApp-ing parents or jogging grandparents. The TVC is all about how India’s Nayi Generation is doing things differently and the new Activa 4G is their ride of choice.

     

    Said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd:“With trust of over 1.5 crore Indian families, Activa has grown to become India’s No. 1 selling two-wheeler brand. Its continuous evolution over the years in terms of technology, innovation and design ethos has made Activa relevant across generations. While retaining its core of trust and reliability, our astute communication has led Activa to gain top of consumer mindshare as well. The biggest insight when we started the TVC campaign was ‘A new generation in every generation.’ This is what the New Activa 4G television campaign captures… every age group is now a new generation and Activa 4G is made for them.”

     

  • The campaign reinforces the Ushamixer grinder range as a kitchen companion of choice

    Usha launches new campaign for the mixer grinderrange

    By A Correspondent

     

    Usha International has launched anew campaign highlighting its mixer grinder range. With the central theme being ‘Peedhidarpeedhihaathbatate hue Usha Kitchen Appliances’, the campaign promotes the Usha mixer grinder range as a reliable kitchen companion for all food preparation needs.

     

    Commenting on the campaign,Jayati Singh, Vice President-Marketing for Cooking Appliances and Sewing Machines, Usha International, said, “The mixer grinder category is among the top business categories in the kitchen appliances segment and hence, we have launched a dedicated campaign that strikes an emotional chord with the consumers. The campaign seamlessly establishes the USP of the mixer grinder range and its lasting performance owing to the quality of product and brand assurance.The intent of this campaign is to drive positive and emotional association of Usha as one of the most trusted Indian brands with mixers grinders and kitchen appliances in general.”

     

  • The Doublemint Gums TVC is directed by the film-maker Shoojit Sircar

    Doublemint unveils new TVC

    By A Correspondent

     

    With the launch of Doublemint Mints and Doublemint Mints TVC last year, Wrigley, a subsidiary of Mars Inc,has now added another chapter to its Doublemint Mints TVC by launching Doublemint Gums TVC with a coming-of-age love story.

     

    The TVCis directed by film-maker Shoojit Sircar and shows the growing intimacy between the quintessential romantic young couple at a party on the dance floor. Like the Doublemint Mints TVC, Doublemint Gums TVC has the background cover of “ekajnabeehaseena se”, originally sung by the legendary Kishore Kumar.

     

  • India Ke Sapno Ki Apni Dukaan launches the finale film of Chonkpur Cheetahs

    Amazon’s Chonkpur Cheetahs continue to make post-campaign impact

    By A Correspondent

     

    To coincide with the Indian Premier League finale that played out last night, Amazon.in’s latest T20 campaign Chonkpur Cheetahs, too launched the finale closure film for the season. The campaign ‘India keSapnokiApniDukaan’ consisted of a series of films about an aspiring team’s journey to reach their goal of playing in the T20. The campaign captured the various ways in which Amazon.in enables the team to get one step closer to their dream by providing them access to a huge selection of products which might not otherwise have been easily available. Commenting on the closure film, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India said: “We are thrilled by the response witnessed for the Chonkpur Cheetahs campaign from across the country, to the team actually becoming a loved household name today. With the closure film we want to convey that every Indian dream can come true. As Amazon, we want to show our support to millions of Indians by being their partner in their quest to reach their dreams.” Conceptualised by Ogilvy and Mather Bangalore and directed by Amit Sharma of Chrome Pictures, the campaign was led by multiple TVCs through the course of T20, amplified through an integrated campaign spread across Digital, Social, OOH, Print and Radio.

  • The campaign aims to highlight that cancer insurance is very affordable and great help in fighting the dreaded disease

    Cancer care gets its due on Policybazaar.com

    By A Correspondent

     

    Policybazaar.com has launched a new advertising campaign with the tagline “Cancer se ladai main insurance kaamaega” (insurance will come handy in fight against cancer.) The campaign aims to highlight that cancer insurance is very affordable and great help in fighting the dreaded disease. The campaign is designed by the in-house team of Policybazaar.com and executed by K Silent Productions.

     

    Speaking on the new campaign, Naveen Kukreja- Group CMO, Policybazaar.com and CEO, PaisaBazaar.com, said, “One of our core priorities for future is to promote and increase awareness for low-cost risk covers which cover specific diseases and ailments. Keeping in mind those priorities, the campaign is in line with our strategic goals for the coming years. These products have an innate consumer demand given rising medical costs and are good for increasing health insurance penetration in the country.”

     

    Added Sai Narayan, Group VP and Head of Marketing, Policybazaar.com: “Let’s face it: cancer is a modern day reality. Anyone, any day can fall prey to it. And since cancer treatment is just too expensive, why not get insurance cover which is easily available at a nominal cost. That’s what we have tried to convey through the campaign which, we hope, will make people sit up and think about cancer insurance.”

     

  • The TVC created by JWT highlights the rugged attributes of the brand

    Lay’s Maxx TVC redefines macho-ness

    By A Correspondent

     

    Lay’s Maxx, part of Pepsico’s Lays product range, has released a new commercial that portraysa macho man who has the innate style to win over situations effortlessly.

     

    Speaking about the campaign, Dilen Gandhi, Marketing Director, PepsiCo India, said: “Lay’s has been the most loved potato chip for years, and Maxx, the global, premium superhit from our portfolio,has witnessed equal zeal and enthusiasm by the consumers since its launch. We are confident that the new TVC will fortify our brand presence in the market.”

     

    Commenting on the creation, Senthil Kumar, Chief Creative Officer, J Walter Thompson added:“The TVC brings alive the distinct taste and flavors that define the powerful Maxx experience. We hope that our consumers will connect with the storyline and identify Lay’s Maxx for its rugged and rustic nature.”

     

  • Conceptualised and executed by Karma (Division of DDB Mudra Group) the campaign is created in two parts 'Beta BOLT' and 'Beti GAGA'

    Girls for Gaga & guys for Bolt in this Brand Factory campaign… but why?

     

     

    We don’t quite agree with this campaign, but here’s the info based on a release we received. Brand Factory has launched its latest campaign called ‘Beta Bolt’ and ‘Beti Gaga’ to announce the ‘Sports Super Sale’ at flat 60 per cent off on all footwear and apparel.

     

    Conceptualized and executed by DDB Mudra group’s Karma, the campaign is created in two parts ‘Beta Bolt’ and ‘BetiGaga’. While Beta Bolt spoofs fitness reasons created by a young boy, punned by naming him ‘Bolt’, the fastest man in the world, Beti Gaga satires the excuses that girls make to avoid going to the gym naming the female protagonist Gaga to resemble the party lifestyle of the popular singer Lady Gaga.

     

    So why don’t we agree with the ad? Well, why get the woman character after Lady Gaga, and not after, say, Serena Williams? Or do Brand Factory and DDB Mudra believe that women are only nuts about looking good and copying celebs like Lady Gaga?Alternatively, they should’ve got a Lady Gaga equivalent for the guys… Justin Bieber perhaps?

     

    Speaking about the campaign, RochD’souza, CMO, Brand Factory said: “The campaign differentiates itself from all other sports related campaigns, as it doesn’t compel the viewer to get sporty or active, instead it plays with their weaker resolutions and spurs them to at least go to the sale, whether they decide to get fit or not. Targeting all age groups the campaign talks of a customer behaviour where out of all those who resolve, few fulfil it. Brand Factory communication operates in the unconventional, youthful genre and we have tried to keep that spirit in the current campaign too”.

     

    Commenting on the creatives of the campaign, Sanjay Panday, Business Partner Karma, added: “The idea was to be different from the regular sportswear ads, since the objective was to position the sportswear category in the lifestyle space. Through the campaign we have tried to convince the consumers that even if they keep on postponing their fitness resolutions, they should still not miss the Sports Super Sale.”

    Sports Super Sale is on from May 25 to 28.

     

  • New film by Lowe Lintas Ahmedabad sends out a stern message advocating for compulsory change in mindset amongst the rural menfolk

    Astral gets women brigade to warn menfolk of social evils from open defecation

    By A Correspondent

     

    Open defecation: an issue that has been spoken about at great length in the recent past but has there really been any change in the habit? While the jury is still out there in the open, there are a few brands that have taken the onus of pursuing the cause and educating the masses on the need to stop defecating in the open. This initiative has especially gained steam after Prime Minister NarendraModi’s call under the Swachh Bharat Mission. Asserting its role as an evangelist for the cause, Astral Pipes has come up with a social message on the subject through its latest film.

     

    Sharing his thoughts on the need to be associated with this social cause, Kairav Engineer, Senior Business Development Manager, Astral said: “Astral Pipes is a leader in the CPVC pipes category. Our leadership is attributed to our single-minded focus on innovating to create efficient water management products. But, at one end where we are pioneering products that improve the quality of sanitation management in our country, there are still thousands of women who are denied basic sanitation, forcing them to resort to open defecation. With this campaign, we are not only hoping to spark a realisation about the evils of open defecation amongst those who are the most inflicted, but also support the government’s Swachh Bharat initiative by creating awareness among masses and playing our part as responsible corporate citizen.”

     

    Talking on the campaign, Sagar Kapoor, ED, Lowe Lintas said: “We are very excited to begin the Social Mission journey with brand Astral. The issue of open defecation has been taken up by many brands and authorities. And thankfully so. There’s so much to be done in the area. The irony is the rural menfolk take this issue as lightly as a nag by the women. While on the other hand open defecation has drastic outcomes like eve teasing, rape and even murders of women. Our communication piece therefore has taken a very different tone and pitch, to bring about not just awareness but also effect change.”

     

  • The campaign story focuses on how modern healthcare has helped people to push past possible to have a life full of rich experiences and fulfilling moments

    Abbott showcases real life heroes in its new campaign

    By A Correspondent

     

    Abbott, the global healthcare company, unveiled its latest campaign in India aimed at inspiring people to live their lives to the fullest, despite the health challenges they may face. Talking about the campaign, Joshua Grace, Regional Marketing Officer, Abbott said: “Helping people live their healthy and full lives is why we come to work. We have been creating breakthrough health products for over 125 years, and we recognise the unstoppable spirit of people, who are getting on and living amazing lives, despite the health challenges they face. This campaign is about telling the story of their spirit and inspiring others to feel they too can do the same.”

     

    The TVC extends last year’s activity. Last year’s radio campaign showcased three real people live recorded radio ads while rafting through rapids, paragliding, or running the Ladakh marathon, despite facing heart disease, diabetes and the challenge of ageing healthily.

     

    This is the next step in a series of steps by Abbott to highlight how people can live their lives fully through the power of health, notes a communique.

     

  • The new campaign was launched alongside their latest interactive service 'Tata Sky Acting Adda' powered by FTheCouch (FTC)

    Tata Sky teaches everyone to act in latest campaign

    By A Correspondent

     

    Tata Sky has announced the launch of a brand-new ad campaign featuring actor Amitabh Bachchan. The new campaign was launched alongside its latest interactive service ‘Tata Sky Acting Adda’ powered by FTheCouch (FTC).

     

    To launch this service, Ogilvy & Mather conceptualised a campaign with the tagline ‘Bade Break ka BadaManch’using Bachchan. Shot by director Shoojit Sircar, the ad – a series of four TVCs – captures Bachchan’s transformation into a confident actor in a very simple yet extremely fun way.

     

    Said Malay Dikshit, Chief Communications Officer, Tata Sky: “This service caters to a much under serviced need of aspiring actors to get the much needed break as well as the need of casting experts to have a ready talent pool. The communication, which delivers a smile has the service woven into a beautifully simple story. Mr Bachchan and O&M have once again created magic for Tata Sky.”

     

    Added Sukesh Nayak – ECD, Ogilvy & Mather: “What better way to launch an acting school platform than have India’s superstar play a role of an ordinary man with a desire to act. We hope with this product, every Indian, no matter living where, now gets an opportunity to embellish his acting skills and show his talent on big stage.”