MxMIndia

Category: MARKETING

  • The five seconds of the film show Anushka applying the new Nivea Body Deodorizer while talking about its promise of day-long odour control

    Nivea unveils digital campaign featuring Anushka Sharma

    By A Correspondent

     

    Nivea India’s new digital campaign plays on the eccentricities of digital content and its consumption habits, especially the much-spoken about impulse of the viewer to skip a film within the initial five seconds. In a humorous yet matter-of-factly manner, the film depicts the director’s plan to create a film within this stipulated timeframe,which goes haywire when Anushka Sharma goes about with her usual brand talk.

     

    Consumer research says that women want their deodorant to control body odour for at least 12 hours. However, in reality their deodorant “masks body odour” for only 5 to 6 hours on an average. Body odour resurfaces when they are in a social environment at work, at college or with family and friends, which makes them uncomfortable, conscious and drains their confidence. Triggered by these insights, Nivea has launched the deodorizer for women that promises day-long odourcontrol in just one use. Nivea Body Deodorizer is supported by a multi-media communication campaign, starting with the digital film. Creative conceptualisation and production is done by Interface Communications.

  • The objective of this new campaign was to create awareness about the successfully designed and commissioned landmark infrastructure projects carried out by Bajaj Electricals

    Onads showcases interesting stories from India for Bajaj Electricals

    By A Correspondent

     

    Mumbai-based Onads Communications has created Bajaj Electricals’ new television campaign featuring three real-life stories from the interiors of the country. Helmed by Jignesh Maniar, the agency specialises in breathing visual life into stories that have the potential to make people laugh, cry or simply – feel.

     

    Anant Bajaj

    Commenting on the films, Anant Bajaj, JMD, Bajaj Electricals said, “The infrastructure we lay has a huge social and economic impact on the lives of people. We have literally crossed rivers, mountains and jungles to bring electricity to far flung places in the country. And we do all this with great care and concern for the environment. The insights were taken from these real-life incidents that our teams have faced during the execution of various projects across the length and breadth of our great nation.”

     

     

    Jignesh Maniar

    Added Jignesh Maniar, Founder of OnAds: “The stories in the campaign are inspired and dramatised versions of the stories that we heard from the Bajaj team. We thought it would be interesting to tell these stories through animation, like a fairy tale only to reveal that these are not fables but inspired true stories.”

     

  • The week long campaign will end on 29th June 2017

    UltraTech Cement to launch in-cinema ad campaign on UFO Digital Cinema network

    By A Correspondent

     

    UFO Moviez announced its partnership with UltraTech foran in-cinema advertising campaign releasing along with the movie Tubelight. As part of the campaign, Ultratech cement would promote their ‘Build Beautiful’ promotional videos on 1000+ UFO Moviez network screens across 19 states in India. The week-long campaign will end on June 29..

     

    Talking about this ad campaign, Siddharth Bhardwaj, Chief Marketing Officer and Head of Enterprise Sales, UFO Moviez, said: “We at UFO Moviez have seen tremendous impetus within cinema advertising as advertisers and marketers are increasingly leveraging cinema’s captive audience and immersive viewing experience to communicate with their target audience in a more engaging and effective manner. Through this partnership, Ultratech will be able to take advantage of UFO’s massive reach during EID release, which has always been a blockbuster weekend in terms of attendance at the theatres. Moreover,release of Tubelight film coincides with the campaign which will certainly ensure the highest possible ROI for their ad spend.”

  • The push comes shortly after restructuring the India operations by the Dubai-based Emaar known for iconic structures like the BurjKhalifa

    Emaar shifts focus to India; unveils brand campaign highlighting prime projects

    By A Correspondent

     

    Leading the resurgence in realty sector in NCR, Emaar the Dubai-based property developer has launched “The true Emaar lifestyle” brand campaign to focus on establishing the new Emaar in India, communicating the brand promise Emaar is known for worldwide. The push comes shortly after restructuring the India operations by the Dubai-based Emaar known for iconic structures like the BurjKhalifa.

     

    The company has initiated a 360-degree communication approach by launching a new website along with Facebook page and Youtube channel to create awareness about the ‘True Emaar Lifestyle’. The company is also developing properties in Delhi NCR region, Mohali, Lucknow, Jaipur, Indore, Hyderabad and Chennai.

     

  • Ambuja's new digital ad film, Guptaji ki kahaani crosses 2.5 million views within a week of its launch

    Ambuja’s new digital film highlights its ‘roof-special’ features

    By A Correspondent

     

    Ambuja’s Khalli ad had generated rave reviews and now the company has unveiled a digital film for its Ambuja Plus Roof Special.

     

    Building on this insight, Ambuja celebrates these special memories that each of us has, in its new digital campaign, ‘What’s up on your Chhat?’, which showcases the special memory of Guptaji, who finds his true love on his ‘chhat’ (terrace).

     

    While we do not like to report on digital views as a lot of them are inorganic, the film has seen an excellent response. For instance a few days back, Scarecrow founder Manish Bhat messaged us saying: “Some creative work you may have not done yourself, and sometimes you don’t even know who created but, but you still feel like sharing it with your loved ones, relatives & friends as soon as you accidentally receive it on social media. This new film of Ambuja Cements is one such rare film, which I found unpretentiously great, and spontaneously loved it. And would strongly recommend you to watch it.”

     

    The digital agency for this campaign is Experience Commerce and the production house is Mojo Media LLP.

     

  • Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds

    Mullen Lintas’s new campaign for Motilal Oswal

    By A Correspondent

     

    Leading finance company Motilal Oswal Financial Services has rolled out its new brand campaign to position itself as an equity investing expert. Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or construction workers at a building site that get their job done using unique  or a chef at an hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that “if you focus on one thing for a long time, you master it”. That’s what has driven Motilal Oswal to emerge leaders in equity investing.

     

    Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”

     

    Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas said: “Let’s celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”

     

    Added Ayyappan Raj, EVP-Mullen Lintas said, “The client’s brief was quite simple and in a way very fundamental – we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”

     

  • Apart from Mumbai this campaign was rolled out in Ahmedabad, Baroda, Indore, Bhopal, Lucknow, Kanpur & Nagpur

    Milestone Brandcom innovates for &TV’s ‘Paramavatar Shri Krishna’

    By A Correspondent

     

    Milestone Brandcom has informed us of its association with the exercise to create awareness and buzz for the launch of &TV’s show, Paramavatar Shri Krishna. Natkhat Krishna surely brought out a smile on the faces of Mumbai residents through attractive outdoor advertising at key routes and locations, notes a communique.

     

    Commenting on the campaign, Nabendu Bhattacharyya, MD, Milestone Brandcom, said: “Innovation is one of the key elements which we focused on while executing the campaign and ensured they stand out on OOH space across markets. We are very excited with the response as each innovation had a Krishna story which truly captured the show proposition.”

     

  • Fuelled by domestic demand, hospitality will be $13 billion, with online hotels becoming a $4 billion market

    India’s domestic travel market to be US$48 billion by 2020, notes study

    By A Correspondent

     

    Google India, along with Boston Consulting Group (BCG), has released a comprehensive report on the growth opportunities in the Indian hospitality market over the next four years. The report titled, ‘Demystifying the Indian Online Traveler’ charts the decision making journey of the Indian traveler and provides insights on the potential growth opportunities for travel businesses till 2020.

     

    As per the report, Indian travel market is projected to grow at 11-11.5% to $48 billion by 2020 with the biggest contributor, air travel expected to grow at 15 per cent to $30 billion. Hotels will grow at 13 per cent to $13 billion by 2020 while railways will remain largely stagnant at $5 billion. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that India’s online hotel market will grow to US$4 billion with 31 per cent penetration at a CAGR of 25 per cent.

     

    Speaking about the key findings of the report, Vikas Agnihotri, Industry Director, Google India said; “India’s domestic travel market is on an acceleration path. One of the key findings of the report is that by 2020, one in three hotel rooms will be booked online – a clear indicator of  the growing importance of digital in travel research, planning and booking. There are several actionable insights for domestic online travel players including the role of mobile and the level of curation and personalization that Indian travelers are looking for.”

     

    Demystifying the travel planning journey of the typical Indian consumer, the report shows that for a majority of Indian consumers a vacation is a well thought through event, the planning for which starts several weeks in advance. On average, travel consumers spend 49 minutes spread over 46 days, visiting as many as 17 different online touchpoints to plan, research and make a booking. However, it is interesting to note that the length of each online session is less than 3 minutes, due to the ubiquity of mobile. Through their journey, Indian travelers tend to flip back and forth across different online destinations, checking availability and comparing prices across different providers and connectivity.

     

    Talking about the opportunities for the online travel players, Abheek Singhi, Senior Partner and Asia Pacific Head of Consumer Practice, BCG said, “Travel is a high investment – both monetary and emotional – category. Technology has led to democratization of travel through better information and price discovery – and shall lead to 11-11.5% growth in years ahead. The question is “ how to address the 17 different touchpoints of three minutes each over 49 days!”

     

    Highlighting the purchase drivers, the report finds that there are several touch points in the consumer journey, including OTA (64 per cent reach), search engines (33 per cent reach) and Maps (26 per cent reach). Advocacy and word of mouth form an important input into the travel booking journey with 76 per cent of people gaining inspiration to travel from family and friends. Further, reviews and ratings from other users is the single most important criteria to select a certain booking channel. Finally, the research finds that consumers use a mix of online and offline sources of information during their booking journeys. However, only 12 per cent of the consumers prefer to use offline sources for research. 57 per cent of the consumers believe that online channels give them better deals while 41 per cent find it more convenient for them to book online.

     

    The consumer research for the report is based on consumer travel journeys across omnichannel pathway. GfK recruited consumers who were planning to book an accommodation for a domestic trip. An integrated methodology was used to capture both online and offline search behaviour. Online behaviour captured via Passive meter tracking app (GfK Leotrace (TM)) installed in the smartphones of 18-45 year olds who were travelling for domestic leisure/ business travel in  a two month period. These respondents were Android users spread across three cities – Delhi, Hyderabad & Ahmedabad and were regular internet users who had booked at least one flight past one year, online. The offline behaviour was captured through bi-weekly diaries and a face to face interview towards the end of the tracking period. The data of eight weeks of usage was captured for 256 intending travellers between Nov’16 – Jan’17.

     

  • Unlike focusing on product promotion and branding, the TVC wants to bring back the lost sheen and pride in the profession

    Mahadhan says ‘Bade Sapne Dekho’ to the farmer community

    By A Correspondent

     

    Leading fertiliser-maker Smartchem Technologies Ltd (STL), a subsidiary of Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL), launched its TV commercial which focuses on highlighting the contribution of the farmers towards the growth in the Indian economy.

     

    On the TVC Launch, Pranav Thakkar, Head – Corporate Communications, Smartchem Technologies Ltd (STL), says ‘’India has been known as a land of kisans. It is an irony that as per The Centre for Study of Developing Societies (CSDS), 76% of the farmers would prefer to do some work other than farming. Mahadhan has been working closely with the farming community since the past 25 years and our mission to make Indian farmers globally competitive. We are working closely with this community to help them improve the quality and yield of their produce and help in bringing back pride in farming. As a Company, we are committed to contribute to PM Modi’s vision for India’s agriculture, and we hope that through this TVC, we can project this commitment and create awareness of the invaluable contribution made by India’s farmer community in the growth of the nation.”

     

  • The range will include microwaves, ovens, hoods, hobs, refrigerators, wine coolers and coffee machines

    Whirlpool ropes in chef Kunal Kapur for endorsing its built-in appliances

    By A Correspondent

     

    Whirlpool India has signed on Chef Kunal Kapur for endorsing its built-in appliances. Kapur will be creating new recipes with the Whirlpool range including microwaves, ovens, hoods, hobs, refrigerators, wine coolers and coffee machines.

     

    “In today’s times where food is considered a celebration, home kitchens are getting a makeover. It is very important to have a kitchen with extremely functional equipment making it easy to cook with the least of fatigue,” said Kapur.

     

    Speaking about the association, Natarajan A, Head-New Business Unit, Whirlpool of India said: “We are pleased to get Chef Kunal Kapur on board for our built-in appliances. We look forward to nurture this relationship now and believe this association will be exciting for consumers as they will get the best out of this partnership.”

     

  • To launch a range of bottomwear for men including cargo pants, three-fourths, joggers and convertible pants and trousers

    And now, Roadies ‘Bottomwear’

    By A Correspondent

     

    Viacom18 Consumer Products, the consumer products arm of Viacom18, is all set to collaborate with clothing brand Beevee to launch Roadies Bottomwear, inspired by the rough and tough look sported by the participants and gang leaders in MTV Roadies Rising, notes a communique.

     

    Commenting on the association with Beevee, Saugato Bhowmik, Head, Viacom18 Consumer Products and Integrated Network Solutions, Viacom18 said: “Viacom18 Consumer Products has an extensive bouquet of consumer products for the youth. Our products under brand MTV range across apparel, fashion accessories, footwear, tech accessories, personal care and hospitality and Roadies products range across apparel, watches, sunglasses, innerwear, bags and now bottomwear. This association with Beevee for the launch of Roadies Bottomwear will let our consumers experience Roadies in all its glory. The products are super comfortable and have been created keeping in mind the needs of the youngsters of today who especially enjoy being outdoors.”

     

    Speaking about the collection, Sanjay Shah, Managing Head, Beevee said, “It brings us immense pleasure to announce our collaboration with Roadies for bottom wear by Beevee, thinking of roadies the first thing that comes to our mind is connecting to millions of youth which connects to latest fashion. We look forward to create the latest trend for an ever young community.”

     

  • First Economy will now be leading the creative strategy, communications design and execution mandate for the social media platforms of Akbar Holidays

    First Economy bags social media mandate for Akbar Holidays

    By A Correspondent

     

    Digital marketing agency First Economy has bagged the creative strategy, communications design and execution mandate for all the social media platforms of Akbar Holidays.

     

    Speaking on the occasion, Jigar Zatakia, CEO, First Economy said: “We are extremely delighted to work with Akbar Holidays. Travel as a discussion point witnesses many conversations around it. Some are delightful and some are of distress. Our aim is to address these pain points with Akbar’s best in class service. Our team is exited to take off on this new journey with Akbar. We have also been associated with Akbar Travels for over two years now and it is an immense pleasure to acquire the mandate for Akbar Holidays as well.”

     

    Added Benzy Nazar, CEO, Akbar Holidays: “In the travel space social media plays a very important role in a consumer’s life. Check-ins at destinations or selfies at an exotic location have now become a way of life. With the help of First Economy we will we working on a communication strategy to make Akbar a part of every Holiday that the consumer takes be it within India or internationally .”