MxMIndia

Category: MARKETING

  • The agency's remit will span Small Domestic Appliances and Home Care globally

    Electrolux appoints Anomaly

    By A Correspondent

     

    Home appliance manufacturer Electrolux has appointed global agency Anomaly after a three-way competitive pitch run by The Burnett Collective.

     

    Said Lars Hygrell, Chief Marketing Officer at Electrolux: “We have an opportunity at Electrolux to really set ourselves apart from the competition and marketing will play a big role in this. Electrolux is on the journey to transform marketing across three main focus areas – brand desirability, digital consumer experiences and consumer ownership experience. To deliver on our ambitions we need the best team and partners in the industry to ensure we win in the market. In Anomaly we found a unique blend of talent and have seen incredible strength across the whole team. They challenged and questioned us at every step of the process and we look forward to building on this way of working as we move forward.”

     

    Added Camilla Harrisson, CEO at Anomaly London: “We’re incredibly excited to start working with Electrolux. From the outset what we loved about the brief was the prospect of working across such a breadth of business-critical challenges – looking at how we can apply our strategic and creative thinking across all consumer touch-points in multiple markets. This level of involvement allows us to make a real, fundamental impact on the business.”

     

  • Lokmat and BhaDiPa, along with the collaborators intend to give Abhanga a new voice that resonates with today's generation

    Lokmat get ‘Santawaani’ back to the forefront with a twist

    By A Correspondent

     

    On the occasion of Ashadi Ekadashi this year (July 4), Lokmat Mediaand BhaDiPa, organised Santawaani – a folk-fusion musical show that re-introduces Abhanga with a contemporary twist. Abhanga is a positive spiritual poetry form which has always been a treat for musicians.“

     

    Hemant Jain

    Said Hemant Jain, Senior Executive Vice President Lokmat Media Pvt. Ltd and  Business Head Clickstart, the digital arm of Lokmat:“In today’s times, when content creates engagement especially on the online platform, Lokmat saw this as an unique opportunity in presenting traditional content creatively with a new age packaging through a noteworthy partnership for its online audience. This and many such unique content which form the core of the Marathi culture will continuously be offered in a differentiated manner by Lokmat keeping in mind the new changing lifestyle of the readers across Maharashtra or Marathi audience globally.”

     

  • The latest film by Tanishq brings to the forefront the Jewels of Royalty and showcases how the collection is a perfect example of royalty

    Deepika Padukone in new Tanishq campaign

    By A Correspondent

     

    Tanishq brand ambassador Deepka Padukone stars in the latest film by the branding highlighting the jewels of royalty.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited said: “Throughout time, women are known to remember important dates and memories. As a category, jewellery has always been one to which fond memories and great stories are commonly associated. In our latest film for the Jewels of Royalty collection, we bring alive this emotion in a different story, featuring Deepika Padukone. The film showcases her fondly remembering the time spent portraying the role of a queen. We believe that the pieces from this collection will create a special place in the minds of our consumers; one that they will cherish and create memories with.”

     

    Added Rajesh Ramaswamy, Executive Director, Lowe Lintas: “We have always explored and borrowed stories from Deepika’s real life. And while earlier we explored her relationships with her family and colleagues, this time we decided to show her as an actress behind the scenes. The jewellery is inspired by Indian royalty and we knew that Deepika is to play a queen in her upcoming movie. We found a nice connection in the fact that though the collection is largely traditional, this would make the story a lot more contemporary. In the film, we’ve tried to express what feeling of being a Queen could be, even for Deepika who’s a huge celebrity herself”

     

    Said Hari Krishnan, President, Lowe Lintas:  “Tanishq makes a woman feel extra special. We’ve tried to amplify that with an interesting use of a celebrity brand ambassador”.

     

  • Currently Delivering Solutions for Lays Maxx; Doritos & Honda Hornet Bike

    Retail Story unveils its inaugural campaign

    By A Correspondent

     

    Brand Street India, an integrated marketing agency, has announced the identity of its retail division  – Retail Story. After having provided retail marketing and communication assistance for a while now, the company is now shaping it as a specialised service for their existing and new clients.

     

    Retail Story rolled out its first campaign, starting from July 1 which is a co-branded promotion of Lays Maxx, Doritos and Honda Hornet bike. Brand Street India has liasoned with Honda Scooters & Motorcycles India and developed a co-branded sales promotion featuring Lays Maxx and Doritos (brands of PepsiCo) along with HMSI.

     

    Speaking about the new division, Surendra Singh (National Head, Brand Street India) said, “A substantial share of our annual billings come from Retail work, so we are incredibly thrilled to announce this specialized division. Retail is a pivotal touch point of a consumer journey and behavior. We certainly want to give more dedication towards this line of business and hence the need to have a separate division.”

     

    The retail division will be led by Yogesh Pahuja who has been working with Brand Street India since its inception.

     

  • Being an existing segment leader, Maruti Suzuki decided to be bold and bring forward the renewed brand message and capture existing and new audiences' interest

    Isobar introduces integrated video chatbot technology for Maruti Suzuki Dzire

    By A Correspondent

     

    Isobar and Maruti Suzuki have rolled out what they bill as India’s first integrated chatbot.

     

    Commenting on the innovation, Sanjeev Handa, VP Marketing at Maruti, said: “The video chat bot used for the All New Dzire is a very exciting innovation for us at Maruti Suzuki. It not only enables two-way communication with our audience, but allows us to immediately address their first level queries, real time and in a very engaging manner. We look forward to sustained quality engagement with consumers in future.”

     

    Added Gopa Kumar, VP Isobar India: “We’re thrilled to be working with Maruti Suzuki and pioneer into the next level of conversational and engaging ad. This being an industry first, provides superior user experience on video and adding this extra level of personalization with the Chatbot makes them even more powerful. This is also an example of what can be created when a great brand and truly cutting-edge technology team up. We expect this to be the first of many such campaigns as other brands discover the opportunities of Chabot integrations with their video ads.”

     

  • It aims to provide a new outlook on how smartphones have become an integral part of our lives and how it has conveniently made it easier

    Panasonic promotes smartphones as being an integral part of consumers’ lives

    By A Correspondent

     

    Panasonic smartphones has launched #TheIntelligentPhones campaign on the fusion of futuristic hardware and user-friendly software, making human lives inflate with comfort and convenience. It aims to provide a new outlook on how smartphones have become an integral part of our lives and how it has conveniently made it easier.

     

    The campaign video has been shot by cinematographer Mitesh Mirchandani who recently won the Filmfare for Best Cinematography for the critically acclaimed film Neerja. Said Pankaj Rana, Business Head – Mobility Division, Panasonic India: “If technology is to truly have some meaning in the lives of human beings, then it mustn’t be divested of humaneness. Rather it must be responsive to human needs.” He also expressed his views on how Panasonic aims to achieve this by marrying great hardware with ground breaking software to bring about a new revolution.

     

    This campaign is being executed by a Delhi-based marketing agency Sociowash.

     

  • Maiden campaign perceived and executed by any diagnostic player in the country

    SRL Diagnostics affirms patients that they are not just labels

    By A Correspondent

     

    SRL Diagnostics, the leading diagnostic chain in India, has launched its new brand campaign with ads that are sure to challenge marketing campaigns in the wellness industry. “You are Not Just a Label” has been launched recently and will be seen in leading newspapers in top cities like Delhi/NCR, Mumbai, Kolkata, Bengaluru, Chandigarh, Patna, Lucknow, Guwahati, etc.

     

    Stressing upon a wholesome wellness experience instead of focusing just on illness, Arindam Haldar, CEO, SRL Ltd said: “Keeping in mind that a human being is not just a label on a sample or a test report, we have devised a campaign to reinforce this message that at SRL, we empathise with your needs and value the trust that our patients place in us. We believe that the new brand campaign will definitely keep people intrigued, excited, informed and involved. This campaign’s aim to strike a strong relationship with our consumers with a message that, we at SRL respect being a part of their story and we make sure that our consumers’ experience at SRL reflects the same. We have a team of doctors who can timely deliver accurate results.”

     

  • Piyush Pandey announces Ogilvy NCD Rajiv Rao's decision to move on… must-read statement

    Rajiv Rao, the man behind the Vodafone ZooZoo & Pug, quits Ogilvy

     

    Rajiv Rao, one of India’s most acclaimed advertising creative directors and National Creative Director of Ogilvy & Mather, has announced his decision to move on. The man responsible for the awardwinning Vodafone pug and zoozoo campaigns has been with the leading creative agency since 1999. A recipient of several awards at almost evey leading global and Indian awards event, Rao is a product of the Sir JJ Institute of Applied Arts in Mumbai. On Monday (July 10), Ogilvy India had announced the return of Sonal Dabral as Group Chief Creative Officer and Vice Chairman. It is learnt that the appointment and announcement had been made given Rao’s decision to move on.

    In a signed statement issued by Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia, writes:

    It is not at all easy for me, as I inform you that Rajiv Rao moves on from Ogilvy India to become a film-maker. It has been Rajiv’s dream to make films for the last four years. I have nothing but a deep sense of gratitude to Rajiv, that he respected my request to stay on to help make a better and stronger Ogilvy.  There are not too many in this business who make a sacrifice of this magnitude.

    Rajiv joined Ogilvy in 1999 with his partner V. Mahesh. And shortly thereafter, they started blazing new trails.

    In 2002, I had the joy of partnering him as a copywriter to create the legendary ‘Second hand smoke kills’ campaign for Cancer Patients Aid Association. This campaign won India’s first double Gold at Cannes.

    Whenever the Orange/Hutch/Vodafone history is written, Rajiv Rao’s name will feature in golden letters. Every piece of work on these brands has Rajiv’s personal stamp on it.

    The ‘silent killer’, Rajiv has always displayed phenomenal leadership skills without saying very much. Along with Mahesh, he led Ogilvy Bangalore from 2003 to 2006 and gave the office a renewed energy. In 2009 Rajiv and Abhijit Avasthi took on the role of National Creative Directors and raised the bar up many notches of creativity at Ogilvy India.  And since 2015, Rajiv has played the role alone and compensated for his partner.

    Loved and admired by one and all in the industry, nationally and internationally, Rajiv is one of the finest creative people and the gentlest giant I have met in my life.

    I am sure Rajiv will be no less a film-maker than the creative leader he has been. We will stay connected in more ways than one.

    Meanwhile, Rajiv will continue as Ogilvy India’s National Creative Leader till Sonal takes over and a smooth transition is complete.

    I will refrain from being personal and just say, “Thank you Rajiv. You are a true son of Ogilvy India. Keep the flag flying.”

     

     

  • With its tongue-in-cheek humour, the TVC sets the narrative keeping its character Mr. Nehlau in the limelight

    Ceat makes bike riding a safe affair during monsoons

    By A Correspondent

     

    Ceat Limited has launched its latest film ‘Nehlau’ that attempts to ensure safe travel for bike riders against uncertainties during the monsoon season. Conceptualised by Ogilvy and Mather, the film addresses the core issue faced by bike riders of water splashes and getting drenched owing to the onslaught of larger vehicles moving past at high speeds. Such scenario can lead to slippage of vehicle or an accident. In order to prevent slippage of vehicles and ensure stronger tyre grip on wet roads, the film also announces the launch of its monsoon smart range of tyres.

     

    Commenting on the film, Nitish Bajaj, Vice President Marketing, Ceat Limited said: “Our latest commercial once again endorses CEAT’s commitment to road safety and superior tyre grip. With this TVC, our attempt is to ensure safety of bike riders from all the hazards that come along during the monsoon season, which can challenge the riding experience. Tyre plays a crucial role in holding the ground, which is direly needed for bike riders in such season. And, our range of All Season Bike tyres can prove to be a suitable solution to tackle any possible uncertainties this monsoon. We hope to appeal to the young and bold breed of bike owners who seek the hassle-free road travel.”

     

    According to Rohit Dubey, Senior Creative Director, Ogilvy and Mather: “The modern consumer has an attention span of a mayfly and commercials are watched on mute in gyms, lounges and lobbies. Just an insight is not enough. And that’s the raison d’être of our time-slice treatment. The arresting visuals compound the insight and in its full glory, the campaign carries forward the classical satire tone of ‘For the game called road’ campaign.”

     

  • Starting off the campaign with TV commercials highlighting Droom's unique ecosystem services tools Droom History, Eco and OBV which have made it the most disruptive online automobile player

    Droom bets big on its ‘Ecosystem Services Tools’ in latest marketing campaign

    By A Correspondent

     

    Droom, the increasingly visible online automobile transactional platform, is set to launch what it claims will be a “mega multi-million-dollar pan-India communication campaign”. With the 360-degree integrated campaign which starts off with three TVCs, Droom is betting big on its ecosystem services tools – Eco for doorstep auto inspection, OBV for fair market value of any used vehicle and Droom History for used vehicle history report, to firmly cement its position as India’s leading automobile marketplace.

     

    Commenting on the campaign, Sandeep Aggarwal, Founder and CEO Droom said, “At Droom we have built the entire ecosystem for used automobile buying and selling ground up and with performance based marketing program and data driven approach, we want to now educate India that used vehicle transactions can be fair, transparent and without buyer’s remorse too. Droom and OBV are already household names and with these TVC campaigns Droom History and Eco will also see a massive adoption by consumers. Following the launch of these three TVCs, we are launching extensive ATL, Digital, OOH and print campaign as well.”

     

    Added Ashish Chakravarty, National Creative Director, Contract Advertising, the creative agency behind the TV ad film: “When a used vehicle changes hands, the entire transaction is skewed towards the seller. The buyer is forced to trust the seller’s word, and his own instinct. We picked up these simple observations and buyer pain points. This campaign shows how Droom puts buyers in a position of advantage by equipping them with science and data.”

     

  • It aims to actively enable and empower young women to feel safe and confident

    Hamam unveils #GoSafeOutside campaign

    By A Correspondent

     

    Hindustan Unilever and Ogilvy Mumbai have launched a new campaign for Hamam – #GoSafeOutside.

     

    Said Harman Dhillon, General Manager, Skin Cleansing at HUL: “Hamam, as a brand trusted by 8 out of 10 households in Tamil Nadu, feels a sense of responsibility to make a positive difference not just to people’s skin, but also their daily lives. With our new #GoSafeOutside campaign, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions.”

     

    Added Sukesh Nayak – Executive Creative Director, Ogilvy Mumbai: “Everyone must feel safe when they step outside the comfort of their home. Our campaign idea helps the brand Hamam play an active role in making lives safer. Hamam, with its new 360 degree integrated campaign, assures mothers that from here on, their safety is not just restricted to their skin because #GoSafeOutside is a campaign that reaches out to protect their lives just as the tagline states, You Safe, Your Skin Safe.”

     

  • Developed by New York-based creative agency Anomaly, the campaign is the brand's story

    Budweiser launches equity campaign to mark a decade in India

    By A Correspondent

     

    Budweiser has launched its first ever 360-degree equity campaign that unveils Budweiser Premium Sparkling water. Now, in its 10th year in the country, Budweiser announces its latest campaign that is developed by New York’s Anomaly. The 25-second film derives its genesis from the brand’s core principles of freedom, ambition and authenticity, notes a communique.

     

    Commenting on the campaign, Kartikeya Sharma, Marketing Director, ABInBev, India, said:“Budweiser is a 139-year-old legacy which has remained authentic to its roots, and innovative at the same time to create the best brand experience for our audience. After 10 years of being present in the Indian market, we feel the time is right to expand our outreach while we aim to push the envelope on elevating the brand experience.”

     

    Since its launch in the country in 2007, Budweiser’s communication was led by digital media supported by on-ground experiential, notes a communique, adding that this is the brand’s first multi-touchpoint campaign that has been rolled out on all platforms of media like print, electronic, outdoor and digital medium.