MxMIndia

Category: MARKETING

  • The campaign focuses on joy of group eating and diverse range of global cuisine offered by the brand

    New ad campaign by FreshMenu.com reiterates the brand’s USP

    By A Correspondent

     

    Leading online restaurant FreshMenu.com has launched a two-film ad campaign crafted by Circus Elephants.

     

    Speaking about the campaign, Rashmi Daga, Founder/CEO, FreshMenu.com said, “Today’s aspirational urban Indian is looking for all kinds of new experiences, cuisine being an important one among them. People are happily stepping out of their comfort zones when it comes to food, as is clearly seen by the trend in increased consumption of dishes from hitherto ‘non-mainstream’ countries like Cuba, Portugal, Ethiopia and so on. FreshMenu by virtue of its format makes it very easy for customers to have access to these cuisines in the most convenient way. Our huge variety of cuisines also makes us a natural fit for group ordering situations – where everyone gets to order what they like without compromising for the sake of the majority. So, FreshMenu encourages people to eat different – while still eating together.”

     

    The second film takes the consumers on an international cuisine trip from the comfort of their homes with a daily- changing menu.

     

    Speaking about his experience of making the films, Durgesh Tanna, Creative Director, Circus Elephants, said: “FreshMenu is a fantastic brand, a very unique concept in F&B Industry. From their daily changing menu to authentic global cuisines, it offers so much that’s not known to the local foodies. The challenge was to present it in a way that is more relevant to masses and yet not losing the classy international feel. Every person is unique and so are their food choices. The trial is when you decide to dine together and can’t come to a single choice. The idea already was there, for I have (sure that everyone has) been through the situation, the solution was not. With the brief coming from FreshMenu, we just knew what we had to do.”

     

  • The TVC campaign based on our tagline, 'Car Becho, Best Price Mein', talks about an average male struggling to sell his car and how Cars24 helps him save his day

    Boman Irani pegs Cars24 to be an efficient & reliable option

    By A Correspondent

     

    Cars24 Services has rolled out its very first TVC featuring Boman Irani as its brand endorser. Developed by Happy mcgarrybowen, the TVC, a 360-degree campaign will run across all national TV channels with a strong presence across mediums.

     

    Elaborating on the campaign, Vikram Chopra, CEO and Co-Founder, Cars24 , said: “Our research indicates that people are now selling their cars in 3-years, as against 5-6 years as was the case earlier. As we sit on the cusp of the next growth curve, the new TVC will help us support more customers get the best price for their cars. We are glad to have a brand endorser of Boman Irani’s caliber to be the face of CARS24″.

     

    Added Kartik Iyer, CEO and Co-founder of Happy mcgarrybowen: “The second-hand car sales market in India is pretty complicated. With many horizontal players promising all kind of prices, the customer is often left in a state of disillusionment making the process of selling one’s car very painful. CARS24 is a focused and specialized player in this domain. They follow a scientific and unique process that allows the seller to get the right price for his car. We chose Boman as, he himself is a passionate car owner. Getting him to live out the doubts in the mind of the customer seemed like an authentic thing to do. This campaign is the first step for the brand. We look forward to aggressively growing their market share and creating value for the brand.”

     

  • Lowe Lintas Bangalore unveils Phase 2 of the Flipkart Fashion campaign that highlights the brand’s proposition of enabling everyday fashion into an affordable reality

    Lowe Lintas unveils Flipkart Fashion’s new campaign

    By A Correspondent

     

    After an integrated campaign to promote its fashion category six months back, Indian e-commerce major Flipkart is now back with the second phase of the campaign. While the first phase focused on pitching Flipkart Fashion as the one-stop place to spot and buy the latest trends, the second phase will focus on Flipkart helping people to “Be trendy always”.

     

    Commenting on the launch of the second phase of the integrated campaign, Shoumyan Biswas – Head, Marketing, Flipkart said: “Flipkart is the market leader in fashion amongst all online businesses. Our vision is to be India’s most preferred destination for trendy and affordable fashion. Hence, our category communication task for Fashion is to ‘Democratise Trendy Fashion’ for every Indian consumer. On the back of deep consumer research, we have understood that the desire to look good and be ‘trendy’ is universal and cuts across all demographics. Though, there are a few ‘beliefs’ that hold people back. In Phase 1 of fashion campaign in January, we had addressed the belief “that fashion trends are confusing or overwhelming”. That campaign gave us phenomenal results in terms of business and perception change. In the second phase of the journey, we will address the ‘belief’ that ‘Trendy Fashion is expensive’ and limits everyday usage. We have taken a very interesting approach to communicate this proposition through the endearing characters of ‘Neha’ and ‘Naveen’ who have cracked the code of “being trendy always”. These stories will be told in different phases of an integrated brand campaign across multiple online and offline touch points.”

     

    Highlighting the campaign objective, Rajesh Ramaswamy, ED, Lowe Lintas said: “We had a solid insight in hand- people who dress up very fashionably and everyday are perceived to be loaded. So the execution idea was to break this myth by introducing Flipkart Fashion that everyone can afford.”

     

  • DigitalF5 to work on complete creative mandate for BMW Motorrad in India

    BMW Motorrad appoints DigitalF5 as its creative agency

    By A Correspondent

     

    BMW Motorrad, a subsidiary of the BMW Group which started operations officially this year, has appointed DigitalF5 to manage its complete creative mandate. DigitalF5 will manage creative, internet, social content and digital media buying. The account will be serviced from DigitalF5’s Delhi office.

     

    Said Vikram Pawah, President, BMW Group India: “The entire BMW brand is emotionally charged by the flair of BMW Motorrad. Today, BMW Motorrad has already become the most anticipated and exhilarating brand to enter India. We see tremendous potential in this country and we are pleased to work with DigitalF5 to build unique brand identity with creative initiatives and innovative ideas.”

     

    Barin Mukherjee

    Added Barin Mukherjee, Co-Founder and CEO, DigitalF5L “The DigitalF5 team is delighted to have been appointed following, what is probably, the most prestigious pitch of the year for us. We are incredibly excited and look forward to work on new opportunities with BMW Motorrad in India and trigger a new era of motorcycling which expresses a certain lifestyle and manifests the motto Make Life a Ride.”

     

  • The account will be handled out of the agency's Mumbai office

    JWT bags creative mandate of Morphy Richards

    By A Correspondent

     

    Kitchen and home appliances brand Morphy Richards has announced the appointment of J Walter Thompson as its creative agency.  The agency will lead the development of all the brand campaigns for Morphy Richards in India. The account will be handled out of the agency’s Mumbai office.

     

    In addition, JWT Design has also bagged the brand identity and packaging mandate for the brand.

     

    Commenting on the association, Anant Bajaj, Joint Managing Director, Bajaj Electricals Ltd said: “We’re delighted to have appointed J Walter Thompson as our creative agency. We saw some fantastic ideas from multiple agencies in the pitch process, but JWT’s work stood out from the first moment itself. I’m sure this partnership will be fruitful for the brand with the intent of increasing brand awareness, higher top of mind recall and overall market share. I would like to wish all the luck to the JWT team.”

     

    Commenting on the win, Rajesh Gangwani, Managing Partner, J Walter Thompson Mumbai added: “We are elated to win the business. Our strategic recommendation and creative approaches presented won us the mandate. The awe-inspiring range of Morphy Richards products backed by the marketing muscle of Bajaj Electricals gives it a unique advantage in the category. We look forward to the partnership and to create some memorable work on the brand that builds equity and delivers growth.”

     

  • Announces a school contact programme to engage with 800 schools

    Sony Yay kicks off ‘Finding Funny’ campaign

    By A Correspondent

     

    Sony Yay, the recently launched kids entertainment channel from Sony Pictures Networks India, is set to launch aninteractive campaign titled Johnson’s Active Kids Shampoo Presents ‘Finding Funny Challenge’, in association with Act II. As a part of this campaign, the channel will also launch a school contact programme across the country. Tapping 800 schools nationally, the programme will cover 26 cities including Mumbai, Delhi, Hyderabad, Chennai and key cities from Uttar Pradesh, Maharashtra, Madhya Pradesh, Punjab, and Gujarat.

    Said Leena Lele Dutta, Business Head, Sony Yay: “We all know that children’s imagination is unbounded and adventurous, exploration and play is what they thrive on. We wanted to encourage this very spirit amongst our little fans and that became the genesis of the Finding Funny campaign. To extend this campaign onground, we are also embarking upon the largest ever school contact programme.”

  • With over 30 years of serving businesses across India, Tally is in an unrivalled position to deal with GST

    Happy mcgarrybowen executes GST-ready campaign for Tally Solutions

    By A Correspondent

     

    Tally Solutions, a pioneer in accounting and business management software, collaborated with Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, to launch its first ever campaign for its GST-ready software. With over 30 years of serving businesses across India, Tally is in an unrivalled position to deal with GST.

     

    Speaking about the campaign, Kartik Iyer, CEO and Co-Founder, Happy mcgarrybowen says, “Working with Tally has been an enriching experience at many levels. As pioneers in the business of Fintech, their insight and view into the GST era is unmatched. Their ability to break anything that is complex down to simple clear points is what makes them the leader undoubtedly. There is a lot to do together. We look forward to doing some great work for them.”

     

  • Hair & Care Fruit Oils caters to the modern, young woman between the age group of 18-30 years

    Marico unveils new campaign for new Hair & Care range

    By A Correspondent

     

    Marico’s hair nourishment brand Hair & Care has launched a new campaign for its fruit hair oils. With this campaign, the brand aims to reignite a feeling of exhilaration and excitement towards hair oiling amongst its youthful consumers.Starring Hair & Care’s ambassador, Shraddha Kapoor, the ad has been conceptualised and executed by BBH India.

     

    Commenting on the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “The new Hair & Care fruit oils address the hair nourishment needs of its young contemporary consumers. It redefines the traditional source codes of nourishment and introduces the much needed stimulating oiling experience amongst today’s youth. The campaign is built to disrupt the category by presenting this product innovation, not through a narrative but by demonstrating the visual delight of its ingredients and hair that is full of energy.”

     

    The new launch, driven by a 360-degree campaign, focuses on key markets of the Hindi-speaking belt. In addition to the TVC, it is being promoted through high impact outdoor and print campaign, an engaging digital campaign and cinema branding, amongst others.

     

    Added Russell Barrett, CCO & Managing Director BBH India: “It’s always wonderful when you’re doing advertising for a product with a genuine, clear and palpable difference. Hair & Care Fruit Oils is a first of its kind hair oil for a younger audience and hence our advertising had to reflect that. What excited us was the innovation of the product, so, we wondered what if we could have people feel the energy and goodness of fruit rather than merely present a logical argument for it. And our partners at Marico said, why not!”

     

  • New ad film for Quaker Oats+Milk features co-creator Sachin Tendulkar talking about what it takes for young, aspiring Indians to win everyday

    Sachin Tendulkar urges millennials to begin the day with a nutritious meal

    By A Correspondent

     

    PepsiCo India has released a new ad film to promote Quaker Oats+Milk, a unique grain-dairy beverage that blends the goodness of milk with the advantages of fibre and oats. The new film, featuring the brand ambassador and co-creator of Quaker Oats+Milk, Sachin Tendulkar, showcases the relevance of this on-the-go nutritious solution for young Indians leading a rushed lifestyle, and yet striving to win everyday.

     

    Speaking about the new TVC, Deepika Warrier, Vice President – Nutrition, PepsiCo India, sid: “Co-creating Quaker Oats+Milk with an icon like Sachin Tendulkar has been a great experience. His inputs helped us understand the everyday nutrition needs of young, time-pressed Indians, who are striving to realise their dreams. Together, we were able to create a winning product that provides a nutritious start to the day so that these young people can make each day count. This is what the film also aims to convey, with Sachin playing the role of a mentor impressing upon the importance of having a good start to the day, and how one needs to go the extra mile each day to achieve success.”

     

    Added Varun Channa, Managing Partner, JWT: “Sachin has been an icon for the youth both for his sustained high performance on the field over the years, and for the rigor he puts in to prepare for it. Casting him as a mentor is a first and we do believe it will help communicate with the first jobbers the benefits of Quakers Oats + Milk and why taking small steps for their health everyday is essential to achieve their dreams. Working with Sachin was a pleasure and Piplu ensured we captured the other side of Sachin in a refreshing and memorable manner.”

     

    The film has been released on TV in Tamil Nadu and Kerala and across all leading digital platforms. The campaign will also include an impactful pan-India sampling and in-store visibility plan.

     

  • The brand's latest ad film discovers the essence of the traditional festival

    Tanishq celebrates Teej in new TVC

    By A Correspondent

     

    Indian festivals are known for their deep-rooted traditions and specific regional influences. Some of these are of course regressive, but like various Tanishq commercials of the past, there’s a progressive touch.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “With India being such a diverse market, we agreed that it was time to talk to our customers on a more personal level – by showcasing local festivals like Teej. This film shows how relationships have evolved and beautifully captures the celebration and love that Teej is all about.”

     

    Added Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas: “Tanishq has always been progressive in their communication and the Teej film is no different. The simple act of an elderly man defying tradition and fasting for his wife is an inspiration to reinterpret traditions for modern times.”

     

  • A digital campaign to recognise their versatile and invaluable contribution

    Jaypore celebrates the invisible female force of every household

    By A Correspondent

     

    In recognition of the wonder woman in our lives, Jaypore, an online platform for Indiancraft0based designs, has unveiled its #SelfiWithDidi digital campaign. Launched as a film starring actor Sayani Gupta across Jaypore’s social media platforms, the campaign celebrates the tireless efforts of the unsung female hero of our lives and is a reference to her invaluable role in our lives.

     

    Talking about the campaign, Puneet Chawla, CEO &Co-Founder of Jaypore.com, said: “We at Jaypore have been committed to bring joy to the everyday life of women all around. And these women also include the ones who work tirelessly for us but still go uncelebrated, our didis who are very much a cornerstone to our day to day functioning. In India, because of the income disparities, household help is often neglected and denied the respect they deserve. With #selfiewithdidi, we wanted to give ourselves and everyone a chance to surprise and thank them for their invaluable importance to us. This initiative aims at reminding people of the crucial role these women play in our daily lives.”

     

  • The TVC brings alive the heart-warming relationship between a woman and her grandmother and her endeavour to get her grandmother to experience something wonderful

    Deepika Padukone promotes Good Day variant Wonderfulls

    By A Correspondent

     

    With the launch of Britannia Good Day Wonderfulls, an extension to the Good Day family, the cookies-to-dairy products major has unveiled a campaign supporting the launch with the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.

     

    The film features Good Day’s brand ambassador Deepika Padukone and depicts her gifting her grandmother a new pair of dentures, to enjoy the new cookie brand.

     

    Said Ali Harris Shere, VP, Marketing: “We are seeing a clear trend of premiumization in biscuits for the last few years. Consumers are upgrading to superior product experiences. Good Day Wonderfulls aims to leverage this trend.”

     

    Commenting on the campaign thought, Puneet Kapoor, Executive Creative Director, McCann World Group, said: “The challenge here was that in a world spoilt with choices, how do you make people want another cookie out of the  thousand cookies already out there. But surely when you have a genuinely good tasting product, it feeds into the creative gumption as well.  I guess the crisp and crunchy texture and taste fired the idea in the neurons of the creative team and the idea was love at first sight.”