MxMIndia

Category: MARKETING

  • Donning the tagline 'Car Becho, Best Price Mein' the television campaign features an average male struggling to sell his car

    Happy mcgarrybowen unveils inaugural TVC for CARS24

    By A Correspondent

     

    Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has created the first ever TVC for Cars24 Services, featuring Boman Irani as its brand endorser.

     

    Talking on the new campaign, Vikram Chopra, CEO and co-founder, CARS24  said: “Our research indicates that people are now selling their cars in three years, as against five-six 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 calibre to be the face of Cars24″.

     

    Added Kartik Iyer, CEO and Co-founder – 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. This campaign is the first step for the brand. We look forward to aggressively growing their market share and creating value for the brand.”

     

  • Anmol roped in DY Works to carry out a complete rejuvenation of the brand architecture and visual design

    DY Works undertakes rebrand of Anmol Biscuits

    By A Correspondent

     

    Kolkata-based biscuits and foods major Anmol Industries Ltd has undertaken a rebrand exercise led by strategic design and consultancy firm, DY Works. With the aim of expanding market share and increasing its geographical footprint from eastern and northern India to a pan-India presence, Anmol roped in DY Works to carry out a complete rejuvenation of the brand architecture and visual design.

     

    Abhijit Sanyal

    Said Abhijit Sanyal, President, DY Works: “We wanted to make the Anmol brand much more modern, warm, approachable – by building on the friendly ‘smile’. We started with an overall corporate branding revamp leading into clutter-breaking packaging not just at the master brand level, but at each sub-segment level too. We believe that this innovative design approach, the unique logo and excellent product quality will help Anmol stand out against competition.”

     

    Added Ranendra Nath Ojha, Chief Marketing Officer, Anmol Industries: “Based on consumer feedback and our own strategic vision, we have undergone a complete change of our logo and packaging to be seen as a young contemporary Indian brand, which is in line with the aspirations of the youth. The new Anmol logo is a reflection of Anmol’s values of spreading joy and warmth and has been designed to appeal to its core target audience.”

     

  • The initiative was carried out in UP, Uttarakhand, Jharkhand and Bihar

    Harpic takes an innovative approach towards changing mindsets to build toilets

    By A Correspondent

     

    Home hygiene brand Harpic has launched its ‘Matrimonial’ campaign focused towards curbing open defecation.

     

    Commenting on the campaign launch, Rohit Jindal, Marketing Director, RB India, said: “As a brand, Harpic intends to not just assist people in using clean and hygienic toilets but aims at attacking the mindset which is callous towards defecating out in the open. Harpic is committed towards building Swachh India and hopes more and more people will introspect and make a conscious decision towards adopting a dignified and respectable lifestyle.”

     

  • Positions their debutant ‘Diabetes care' variant as the 'Australian that helps control blood sugar'

    Wagga Wagga unveils inaugural brand campaign

    By A Correspondent

     

    Following a multi- agency pitch, DDB Mudra West has bagged the branding and communications services for Wagga Wagga cooking oil. The account is being led by the agency’s Mumbai office and is spearheaded by Shally Mukherjee, Senior Vice President & Business Partner, DDB Mudra West.

     

    Speaking on the account win, Rajiv Sabnis, Executive Director, DDB Mudra Group & Managing Partner, DDB Mudra West said:“This is an interesting edible oil range being launched in the health space. Health & Wellness is becoming an increasingly relevant and future-focused space in India. With the specialized diabetes care oil being launched to begin with. Wagga Wagga promises to create a differentiated, quality offering to Indian consumers. It will be an exciting challenge to establish Wagga Wagga in a highly competitive and price-sensitive market. We look forward to the opportunity to partner this brand.”

     

    Added Sujay Naik, Project Director, Agro Global Resources Pvt. Ltd: “With a brand name like Wagga Wagga Diabetes Care Oil, you pretty much get the idea what the product is all about. This makes life simple for the consumer – but for the marketer is also a challenge. We didn’t want the brand to come across as medicinal or being exclusively for the diabetic patients. We didn’t want it to be preachy or prescriptive. Plus the brand and product have multiple differentiators, we wanted to do justice to all of them without diluting the core proposition. The biggest challenge is creating communication which consumers will actually register, rather than the paint-by-the-numbers approach which is so prevalent, and so happily ignored by consumers.The DDB team worked hard in understanding the consumer and crafting an insight, to building an endearing story around it. The resulting communication strategy is distinct, with an engaging story which consumers enjoy watching.  It has been an absolutely fruitful association with the team, and we look forward to seeing what Lucy does from here.”

     

    Said Rahul Mathew, National Creative Director, DDB Mudra Group on the campaign: “There is an incredible source story that Wagga Wagga can boast of. Along with the health benefits of it being a diabetes management oil. We wanted to make sure we communicate all of that in an interesting manner. And Lucy was the marriage of all our intents.”

     

  • Winners will be chosen for a 'Meet & Greet' with Shah Rukh Khan & Anushka Sharma

    TBZ launches ‘Jab Harry Met Sejal’ win the ring campaign

    By A Correspondent

     

    Jewelry major TBZ is launching a ‘Jab Harry Met Sejal’ ring campaign today (July 21) with a series of consumer centric activities till the release of the Shah Rukh Khan-Anushka Sharma film on August 4.

     

    Said Raashi Zaveri of TBZ: “One needs to design the ring in a way that matches the wearer, her moods, her routines and lifestyle. In this ring, given Anushka Sharma’s character, the challenge was to express her simple angel-like heart and therefore the halo around the solitaire, which acts like an angel that eventually leads her to her true love. Yet showcase the strength of the round brilliant cut diamond in traditional yellow gold which represents purity at its best. While designing we have made sure the halo does not overpower the solitaire and yet is like a visible circle to accentuate the centre stone.” He added, “The accent stones are carefully crafted in the finest of microscopic setting to be able to look like tiny stars that encompasses the universe of love. The need for making the solitaire look elaborate and yet subtle knowing the ‘wear her heart on her sleeve’ character.”

     

  • Nucleus PR is a nine-year-old firm that handles clients across verticals

    Nucleus PR bags the mandate for Unibic Foods India

    By A Correspondent

     

    Cookie brand Unibic has awarded Nucleus its PR mandate for India after a competitive multi-agency pitch.

     

    Commenting on the win, Tarunjeet Rattan, Managing Partner, Nucleus said: “We are delighted to work with Unibic Foods. The team brings to the table insights that aim to showcase the expertise of the client with innovative ideas and consistent performance. We look forward to doing some great work on the account.”

     

    Remarking on the same, Nikhil Sen, Managing Director, Unibic Foods said: “Nucleus is a great fit for our PR requirements. The young team brings in fresh ideas along with seasoned industry experience that will strategically enhance our media presence through a well thought out plan. We look forward to working with them.”

     

  • The new campaign features young professionals like a play-school teacher and a doctor as 'real fit', and Quaker as their 'fuel' to do more

    Quaker urges professionals to stay fit in latest campaign

    By A Correspondent

     

    Quaker’s new ‘Fuel for the Real Fit’ campaign celebrates young Indians doing regular jobs like a teacher or a doctor, who effortlessly multi-task each day, and establishes Quaker as the fuel that empowers them to find the energy to keep doing more.

     

    Speaking about the new campaign, Deepika Warrier, ‎Vice President – Nutrition Category, PepsiCo India said, “The new Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond each day, and Quaker is the perfect morning fuel to provide them the energy to do more each day. We feel the campaign is powerful in its simplicity, and will connect with all consumers who manage to do so much each day, and yet seek to do more.”

     

    Added Neeraj Ghaywan of SeeOn Films: “For the Quaker Fuel for the Real Fit films, we chose to tell the stories of an ER doctor and a play-school teacher, someone everybody can relate with. Apart from showing sincerity and passion towards their work, they show dogged commitment. And in these films, we set our everyday heroes in their natural environment, as they are. For me, it is about acknowledging the dignity that we all seek. It is truly fulfilling to go an extra mile at work when you feel happy about it. Real fitness helps us in going at it.”

     

    Speaking about the films, Josy Paul, Chairman & Chief Creative Officer, BBDO said: “We are building on the growing emotional equity of Quaker Oats in India with a new campaign called ‘Fuel for the real fit’. ‘Real fit’ is not about superficial fitness or fancy six pack abs. ‘Real fit’ is about the boundless purposeful energy and the inner resilience of everyday people, not just sportspersons. It’s about today’s tireless youth who drum up the strength and determination to outperform themselves. In our films – part of a series – we salute the spirit of teachers and doctors who go through intense physical strain and mental stress – more than most sportspeople – so that they can do more for society.  The films convey the ‘real fit’ philosophy and showcase Quaker Oats as the fuel that keeps them going.”

     

  • The channel announced its plan to expand the scope of its offerings by including within its programming an eclectic mix of non-fiction content that aspires to imbibe the diversity of India

    Makani Creatives wins advertising duties of Epic Channel

    By A Correspondent

     

    Mumbai’s Makani Creatives has been entrusted with the creative mandate of Epic Channel.

     

    Speaking on the development, Atreyo Mukherjee, Marketing Manager, Epic said: “We are very happy and confident on entrusting our communication mandates to Makani. Their creative insights and their involvement to deliver over and above the brief gave them a natural edge during the pitch process. We look forward to an enriching association with team Makani.”

     

    Added Sameer Makani, Managing Director, Makani Creatives: “Epic Channel is very promising and has huge potential. Their content is original, refreshing and very unique. We are very excited to be part of this journey!“

     

  • Market Probe Asia is a full service research agency with full time staff strength of approximately 50 and has over 800 projects under its belt

    Majestic Research Services buys complete stake in part of Market Probe

    By A Correspondent

     

    BSE-SME-listed Majestic Research Services and Solutions Ltd has acquired 100 per cent stake in Singapore-based market research company Market Probe Asia Pacific Pte Ltd from its US parent – Market Probe Inc. in an all-cash deal.

     

    Explaining the rationale behind the acquisition, Raj Sharma, Chairman, MRSS India said: “We had three criteria set for strategic acquisition that are captive client base, specialised capability and geographical reach. The Market Probe Asia acquisition acts as a gateway to Asia specifically growth markets such as Indonesia, Thailand and Vietnam.”

     

    Market Probe Asia is a full-service research agency with full-time staff strength of approximately 50 and has over 800 projects under its belt across public, private and government sectors. It is one of the select few market research firms licensed to undertake Singapore government projects valued at SGD 10 million. The agency has completed 15 years of business excellence in Singapore.

     

    Dr T R Rao

    Speaking on the deal, Dr T R Rao, Chairman of Market Probe Inc said: “The intrinsic nature of the Market Research industry is to scale by inorganic growth.  MRSS, albeit a disruptor, is on the right track by eyeing acquisitions as an important component of their growth strategy. I am delighted that I am handing over the reins of a very critical part of Market Probe to MRSS who have grand plans of taking it to next level.”

     

    Added Sarang Panchal CEO, MRSS: “The opportunity for a turnaround are immense via MRSS as we not only will look at converting a traditional market research firm to a digital insights agency but also will re-orient the customer focus that the agency so far had. Of course, there is always the added advantage of cost restructuring to improve the margins.”

     

  • With over two decades of experience in sales and marketing, Sehgal lead the marketing mandate in building ç as a differentiated, strong and conversational brand in the mobile handset market

    Sumit Sehgal appointed CMO at Comio India

    By A Correspondent

     

    Sumit Sehgal

    Chinese device-maker Comio has appointed Sumit Sehgal as Chief Marketing Officer of the company. In this role, Sehgal will lead the marketing mandate in building Comio as a differentiated, strong and conversational brand in the mobile handset market

     

    On this announcement, Sanjay Kumar Kalirona, CEO & Director, Comio said: “We are delighted to have Sumit Sehgal on board. He is a vital addition to the team at a time when the brand is in the nascent stage. It is a pleasure to have such an experienced professional in place and leading a critical part of the organisation.”

     

    Said Sehgal: “Building a new brand from scratch is a marketer’s delight. It is also thoroughly challenging to carve out your space in a VUCA market such as mobile handsets. I have no doubt whatsoever, that Comiowill shape up to be a loved brand which creates relationships with its customers as equals and becomes a small part of their complex lives”.

     

     

     

  • The quirky TVCs in the campaign take a subtle dig at SUVs and other car owners

    Publicis Communications goes quirky to promote Skoda Octavia

    By A Correspondent

     

    Skoda Auto India has released an integrated campaign for the launch of the new Skoda Octavia. The car is positioned as ‘Tough meets Smart’ which came from the insight that consumers choose SUVs for their macho imagery, even if they lack substance and features. The quirky TVCs in the campaign take a subtle dig at SUVs and other car owners.

     

    Commenting on the campaign, Bobby Pawar, MD & CCO, Publicis South Asia said:“We went for the tongue-in-cheek ‘Simply Clever’ way to not only talk about the first-in-segment features of new Octavia but also create its desirability amongst SUV and entry level luxury car intenders. In the clutter of product-led automobile advertising, we took slice-of-life situations and conveyed the brand message in a simple and humorous way.”

     

    Added Paritosh Srivastava, Chief Operating Officer, Publicis Communication: “The segment in which Octavia operates was shrinking due to the advent of compact SUVs and small cars from Luxury brands. Octavia has been the segment leader and with new features and design language that can any sedan or SUV head-on. We are confident that this campaign will grow the nos for Octavia disproportionately by acquiring the shares from large segment of compact SUV and entry level luxury offerings as well.”

     

    Said Tarun Jha, Head of Marketing and Product, Skoda Auto India: “Skokda Octavia’s popularity has grown with every new launch. The new Octavia, has undergone a complete revamp in terms of design and features. We wanted to challenge the status quo and set the new benchmarks for the segment.

     

  • The scope of the pitch included complete media services comprising strategy, communications planning, integrated media approach, investment and buying, tools & processes and team capabilities

    Maxus retains media mandate for L’Oreal India

    By A Correspondent

     

    Maxus has successfully retained media responsibilities for cosmetic major L’Oréal India. The multi-agency pitch saw participation from other leading agencies along with incumbent agency Maxus. Maxus has been the media AOR for L’Oréal since 2010.

     

    Speaking on retaining the business, Kartik Sharma, Managing Director – Maxus South Asia said: “We are extremely excited and humbled to retain prestigious business like L’Oréal. It is a matter of pride to be associated with L’Oréal. Over the years, we have been able to successfully guide and execute various important campaigns for L’Oréal which have also won many accolades. We are committed to delivering many more meaningful solutions and continue to strengthen this relationship further.”

     

    The scope of the pitch included complete media services comprising strategy, communications planning, integrated media approach, investment and buying, tools & processes and team capabilities.