MxMIndia

Category: MARKETING

  • The TVCs and digital film take a humorous look at how a delicious and hot Indian breakfast can be made in just 3 minutes

    MTR unveils new breakfast campaign

    By A Correspondent

     

    MTR Foods has launched a new range of Indian breakfasts called the 3-Minute Breakfast which is supported with a 360 degree media campaign including three TVCs and a digital film.

     

    Commenting on the breakfast range and the communication, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. Said: “The organized breakfast market in India is driven by a need for convenience with consumers sometimes forgoing breakfast, particularly on weekdays, due to severe time crunch in the mornings. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast that they prefer in just 3 minutes by just adding hot water. Our communication also focuses on how easily a delicious Indian breakfast can be made in the time you take to do your weekday morning routine, hence removing any excuse to miss breakfast anymore.”

     

    Added Mahesh Gharat, Ogilvy & Mather: “The brief from MTR Foods was to communicate the key proposition of the 3-Minute Breakfast in a creative way by depicting various morning situations. We had to show the ease of making breakfast as well as drive home the key message that consumers need not compromise on breakfast anymore. As we had to talk to the young working professionals, we decided to take a relatable, humorous approach. All three films depict the morning rush in their lives when a lot cannot be achieved on time. But thankfully, MTR’s 3-min breakfast gets prepared in 3 minutes.”

     

    In addition to TV, The Social Street was assigned the task of creating a film that resonated well with the urban millennial.

    Commenting on the digital Film, Sonia Lal, Managing Partner, The Social Street said: “Our brief was to communicate with the young Target Group in the digital space and create some humorous content while conveying the brand message. The film shows a team of experts like scientists, astrologers and other specialists (one of them being a cat!) trying to understand  why the youth is mean  – with the simple answer coming from a mom who says that the youth skip breakfast because they are short on time and how MTR 3 minute range solves for this.”

     

  • The campaign urges all to reflect on whether we are doing enough to give back to our parents

    Volini makes one wonder if we deserve a #PatOnTheBack

    By A Correspondent

     

    Sun Pharma’s Volini has come up with a campaign titled #PatOnTheBack. This film celebrates the small ways in which children can give back to their parents.

     

    Commenting on the campaign, Vidhi Salgoacar, Head of Sun Pharma Consumer Healthcare said: “Overcoming pain to create beautiful moments in life is what Volini stands for. This campaign is one of Volini’s many initiatives to reach out to the evolving audience who have endorsed and trusted Volini and made it the No. 1 Pain Relief Brand1 of the country.”

     

    Highlighting the creative thought process behind the campaign, Joy Mohanty, Regional President – North & East, Lowe Lintas said: “We felt there was an interesting space around children who go the extra mile for their parents, those who take the pain to be part of their important moments. And the brand celebrates those that are committed to this.”

     

  • It has been conceptualised and made on the theme of "Shuruaat Karo"

    Wonder Cement’s new film awakens viewers to nation-building cause

    By A Correspondent

     

    Wonder Cement has unveiled a campaign made on the theme of “Shuruaat Karo” or “Make a Beginning” in order to make a difference.

     

    Said Tarun Singh Chauhan, management consultant at Wonder Cement, who has strategised the campaign: “The concept of  ‘Shuruaat Karo’ build from a brand based of a “ek perfect shuruvat”, Pakki Baat Karo conveys a powerful message for the need of a proper beginning in life. If the start is good the rest to follow will also be in order. We have used education as a metaphor to narrate this story. School facilitates education for our future generation and integrates the key brand messages of strength, trust, and durability of the Wonder Cement in the commercial, as the fundamental input of cement plays an important role to have perfect start.”

     

  • Designed for the experience economy, Human. builds creative solutions for digital transformation

    Human. comes to India with BITM

     

     

    There’s a new agency model going global and has now launched in Gurugram. “Human. is not just another digital ad agency. It is a people experience agency,” notes a communique, adding: “Working at the intersection of art + code, creating an alchemy of connected human experiences in design, data, technology and digital transformation”.

     

    Andrew Berglund

    “Launching into India is definitely the next logical step in the growth of Human. Outside of Europe. India also has a sizable array of technology talent to tap into,” said Andrew Berglund, founder and Chief Digital Officer of Human.

     

    Human. will be opening in Delhi NCR (Gurugram) in partnership with Naresh Gupta and Prathap Suthan, founders of Bang In The Middle. Berglund and Suthan have previously worked together at Cheil Worldwide.

     

    “We are very excited to form a partnership with Andrew and his agency, Human. The synergy with BITM is perfect to help grow and diversify our digital offering to service our local and international clients,” said Naresh Gupta, co-Founder and Chief Strategy Officer at Bang in the Middle.

     

    Added BITM co-Founder and Chief Creative Officer Prathap Suthan: “We have been exploring ways to collaborate with Andrew for a few years now. And very recently we have decided to partner with Human. Naresh and I are very excited to be involved with such a dynamic growth opportunity in pushing the creative boundaries for digital.”

     

    Said Berglund: “Naresh and Prathap are a wonderful blend of personalities and bring diverse wealth of wisdom in connecting brands with people. There’s a positive synergy with their skills in strategy and creative storytelling.”

     

  • The campaign is titled "SehathaitohZindagiBehad Hai"

    Aditya Birla Health Insurance launches product campaign

    By A Correspondent

     

    Aditya Birla Health Insurance has entered the market with an aim to expand the category to wider customer segments with a campaign titled “SehathaitohZindagiBehad Hai”.

     

    Ajay Kakar

    Said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group: “The health insurance industry is currently synonymous with Mediclaim and the reimbursement of hospitalisation expenses. Aditya Birla Health Insurance wishes to change that perception with its never-before products that promote health and health insurance, for all. Our campaign is designed to provoke mass India to self-realise the importance of health assurance and health insurance, while highlighting our very differentiated features that enable and encourage to do so”

     

     

    Agnello Dias

    Added Agnello Dias, Chief Creative Officer, Taproot Dentsu: “The Aditya Birla Health Insurance campaign followed an unusual process of not only casting real, non-actors but also shooting them live reacting to the stimulus for the first time in real time. Raw human truths may not always be overly dramatic but sometimes they can be unexpected due to being non-scripted, the attempt is to capture those realities.”

     

     

  • The campaign features Brand Ambassador Ranbir Kapoor

    Yatra.com turns ‘India ka travel planner’ in new ad

    By A Correspondent

     

    Online travel platform  Yatra.com has unveiled its latest advertising campaign featuring the new brand ambassador Ranbir Kapoor.

     

    Speaking on the occasion, Sharat Dhall, COO (B2C), Yatra.com, said: “Yatra provides an enriched travel experience, making it the perfect travel planner for every Indian consumer. With the launch of the new brand identity and the recent appointment of Ranbir as our brand ambassador, the idea is to create a brand connect with the new age Indian traveller and position Yatra as a versatile platform that has something to offer to everyone. Communicating the idea that we are ‘India ka travel planner’ is what the new campaign reflects. ”

     

    The film, crafted by Ogilvy & Mather, will use digital and television as the lead mediums.

     

     

  • The ad conceived by Leo Burnett offers young India a new mantra

    Wake up call from Kopiko’s new TVC

     

     

    Inbisco India is back on television with a new TVC for its premium and popular coffee candy – Kopiko, a hard-boiled candy with a coffee extract.  In the TVC, the brand introduces Durgesh, ayoung man from a small town, who promotes Kopiko’s mantra – ‘JaageRaho, AageRaho’.

     

    Conceptualised by Leo Burnett, the TVC begins with Durgesh praying while holding a self-help motivational book in his hand. Speaking on Kopiko, Achyut 4Kasireddy, Managing Director of India and Indian Sub-continent, Inbisco India said: “Kopikois the first candy with real coffee extracts that gives the unique experience of ‘real coffee’ anytime and anywhere. The new TVC highlights Kopiko’s proposition as a candy that helps recharge energies and stay alert, because of its real coffee extracts.”

     

    Speaking on the TVC, Sanju Menon, Senior Vice President, Leo Burnett India said: “The confectionary category in India is very cluttered and the challenge to regain top spot in the category was quite daunting. As we understood the product deeper, the solution became quite apparent – to create a narrative that is derived from the product itself and not a mere piece of entertaining content. The story of Durgesh is something experienced by many. Making the story relevant and humorous will surely help us achieve our objectives. “

     

  • The agency has been appointed to help conceptualise and plan the launch of the brand in India

    GolinOpinion bags mandate for Lingerie Shop

    By A Correspondent

     

    Lingerie Shop has appointed GolinOpinion, to handle the PR mandate of the brand. The agency has been appointed to help conceptualise and plan the launch of the brand in India.

     

    Commenting on the appointment, Radhika Goenka, Founder –Lingerie Shop said: “As we are a brand that advocates for unconventionality and uniqueness, GolinOpinion was the unanimous choice when it came to choosing a communication partner. The team has given us confidence in the fact that they are equipped to position us strongly in this space with their deep experience, unique creative ability and strategic input. We also felt that the team dynamics was in sync with our values and vision.”

     

    Commenting on the win, Kavita Lakhani, Executive Vice President, GolinOpinion said: “We are delighted to have won this impressive mandate. We believe that in this brand, we have found a partner who understands and believes in the power of all-inclusive branding and strategy.”

     

  • The TVC showcases both John and Sushant playing cricket across the country and driving the exciting models from Nissan's model line-up to reach their destinations

    Nissan India ignites new phase of brand campaign

    By A Correspondent

     

    Nissan India will launch the second phase of its Ignite brand campaign with a focus on carenthusiastsa head of the upcoming International Cricket Council (ICC) Champion’s Trophy tournament. A new TVC featuring John Abraham and Sushant Singh Rajput for the Ignite2.0 campaign is being rolled out from today (June 1).

     

    The TVC showcases both John and Sushant playing cricket across the country and driving the exciting models from Nissan’s model line-up to reach their destinations. Both of them enjoy cricket yet play it with their own rules, igniting excitement for the game. Nissan, a global brand that celebrates smart individuals and bold vehicles, strives to provide exhilarating experiences and inspire every Indian to take exciting new challenges.

     

    Said Sanjay Gupta, VP-Marketing,  Nissan Motor India: ”Nissan rolled out the Ignite campaign last year ahead of the T20 World Cup and the campaign recieved a phenomenal response. This year weare launching IGNITE 2.0 with John Abraham and Sushant Singh, who resonate with the brand and love the game of cricket. At Nissan, we provide exhilarating experiences and want to inspire Indians to be bold and take on life’s daily challenges, and turn them in to exciting rides.”

     

  • The JWT Mumbai campaign pokes fun at pimples

    Everyuth releases campaign for facewash

    By A Correspondent

     

    Everyuth Naturals has released an ad for its newly launched Tulsi-Turmeric Facewash.The core idea of the campaign has been conceived and executed by J Walter Thompson, Mumbai.

     

    Commenting on the campaign, Tarun Arora, COO, Zydus Wellness said; “Our numerous consumer studies and immersions led us to the trend that the young girls of today while impressionable and under peer pressure, are still being brave and experimentative. There is an inherent desire among these girls to not succumb to any pressure, chart out their own unique journey and pen their own life stories.  It brought us to a very strong synergy between the core “natural” proposition of the brand Everyuth Naturals and being natural and “following your heart” attitude of the consumers.

     

    Added Tina Sachdev, VP & Executive Creative Director, JWT Mumbai: “Unlike the damsel in distress often portrayed in advertising focussed on pimples, Everyuth reflects the upbeat young girl who isn’t hiding her face in acute embarrassment every time her skin breaks out in a pimple. Instead she happily gets people around her breaking into laughter with her own wry observations of people and their response to her skin issues. The idea of using a stand- up comedian we felt is fresh for a category still dominated by a problem solution format.”

     

  • Initiative to reach out to the youth fraternity keeping in sync with the evolving brand attributes

    Lyra Leggings gets a new face in Parineeti Chopra

     

     

    Parineeti Chopra has joined the club of celebrity endorsers of Lux Group as brand ambassador of Lyra.

     

    Positioned as legging for anytime anywhere, the manufacturers of Lyra, Ebell Fashion, a Lux group company, has plans of premiumisation and portfolio expansion and thus signing up with Parineeti Chopra facilitates targeting the current youth fraternity.

     

    Announcing the brand association, Udit Todi, Director, Ebell Fashion, said: “In a very short span of time the brand has helped us to strengthen our presence in the burgeoning women’s leggings category. We have also extended our brand portfolio to intimate wears like lingerie and loungewear for women. Lyra is slowly progressing and carving itself out as a lifestyle brand with the aim to expand into further categories beyond leggings with differentiated offerings in an endeavour to command the highest share in this market.”

     

  • Leading Indian tyre manufacturer Ceat gives a funny but innovative twist to its newly launched Fuel smarrt tyres

    CEAT launches digital advertising series

     

     

    Keeping up with the fast evolving pace of digital advertising, leading Indian tyre manufacturer Ceat gives a funny but innovative twist to its newly launched Fuel smarrt tyres by means of a digital advertising series.

     

    The digital advertising series is broken down into three videos of 25 to 35 seconds each that promote the need and alternatives of saving fuel by integrating humour of real-life situations faced by people every day. These videos went live on company’s digital platforms from yesterday (May 31).

     

    Speaking on the occasion, Nitish Bajaj, Vice President-Marketing, CEAT Ltd: “This is the first time that a tyre company has moved away from the conventional methods of product advertising and adopted a ground-breaking approach to increase customer engagement. The campaign spreads awareness about our pioneering range of tyres that helps in reducing the vehicle’s fuel consumption by co-relating with everyday life situations. We are extremely confident in developing an immediate consumer-connect with this new advertising approach which is perfectly in-sync with our quirky style of product promotion.” of products.