MxMIndia

Category: MARKETING

  • The India partner for WSF will also help the summit as a consultant to provide high-level speakers for industry talk, discussions and debates

    Inside Sport becomes exclusive India partner for World Football Summit

    By A Correspondent

     

    Insidesport.co will be the exclusive supporting partner in India for the World Football Summit 2017 to be held in October this year. The sports news portal has inked an exclusive deal with the Madrid-based Nexus Fastering Partnership SL, the WFS organisers.

     

    “WFS will increase its international reach with this partnership Insidesport in India, a country with growing interest in football,” said the official WFS spokesperson.

     

    “I take immense pride in association with the WSF, one of the leading global forums for football industry. Discussions at the summit form the basis and initiate new synergies and ideas to bring in the change in the football industry eco system worldwide,” said Ashish Chadha, founder director, Insidesport.co. “We also take this as an opportunity to serve the Indian sports’ entrepreneurs by assisting them become the part of the best brain storming sessions for growth of an industry that also has deep roots in India.”

     

  • The new Jal Mahtosav campaign brings alive the many splendours of the water festival through a child's imagination

    Madhya Pradesh shifts focus to water festival in latest ad campaign

    By A Correspondent

     

    After the ‘MP main dil hua bacche sa’ campaign released last year, Madhya Pradesh Tourism has embarked on yet another journey with Ogilvy for its latest film for Jal Mahotsav, India’s first-ever water festival.

     

    Commenting on the campaign, Azazul Haque & Mahesh Gharat, Chief Creative Officers, Ogilvy Bangalore said: “Every Madhya Pradesh Tourism campaign is like competing with our own past campaign. Once again the challenge was to create a piece of communication that also looks like a piece of art, like every other MP Tourism campaign. Since the brief was to create excitement around Jal Mahotsava, a magnificent event that happens on an island of Hanuwantiya where water related sports and activities take place, we thought using water colour paintings created by children would be the best way to capture that fun and excitement. But then static water colour paintings were not enough to showcase the exuberance and energy of Jal Mahotsava. So, we decided to make the characters in the paintings move. That was a herculean task. Rajesh and Vidya, the directors of the film, played a significant role in helping us overcome this herculean task. Many thousands of paintings were created and finally 700 plus paintings were used with ‘stop motion’ technique to create this magic. Even the words in the song are kept childish and only the sound of water drops and Ghatam (a clay tumbler) are used to create the music. We wanted to create childlike magic in this campaign. Hope we have achieved it.”

     

    Added Ajay Menon, Executive Vice President, Ogilvy India: “It is always a delight to work on a brief from MP Tourism. This time around the brief was to promote Jal Mahotsav, a one-of-its-kind water festival, being held at Hanuwantiya in Khandwa district. Therefore, in keeping with the work we’ve done with MP Tourism over the last decade, our response  to this brief also attempts to create the same magic through its visual and aural experience. We hope the campaign excites people enough to plan their next trip to MP.”

     

  • The film is promoted on television, radio, print, social media platforms and across all Big Bazaar and Big Bazaar GenNext stores

    Big Bazaar celebrates unsung relationships in its latest ad film

    By A Correspondent

     

    Big Bazaar has unveiled a heartwarming film for Raksha Bandhan. The film is part of the ongoing campaign called ‘Har Tyohaar Mein Big Bazaar’ which celebrates the fact that the brand is a part of every Indian festival through their wide-range of product offerings. Created by DDB Mudra West, the story pulls a slice from the life of a Big Bazaar shopper stranded in the rain outside the store; all alone with several shopping bags.

     

    Speaking about the campaign, Sadashiv Nayak, CEO, Big Bazaar said: “This film shows how Big Bazaar is integrated in the lives of our customers and how we have been a part of their celebrations for any occasions. As a brand we share a very enriching bond with our customers and will continue to provide safe, affordable and quality products to help the consumers maintain the well-being of themselves and their dear ones.”

     

  • Campaign conceptualised by Creativeland Asia and Baaash Digital

    Creativeland Asia & Baaash Digital executes campaign for Cinthol

    By A Correspondent

     

    Cinthol has launched a monsoon focused campaign for Cinthol Confidence+, that has been conceptualised by Creativeland Asia and Baaash Digital. The central theme of the campaign is to overcome the fear of falling ill because of germs or getting dirty in the monsoon.

     

    Sunil Kataria, Business Head-India and SAARC, Godrej Consumer Products Limited (GCPL) said, “Monsoon tends to put a brake on our daily lives, particularly sportsmen. The new Cinthol Confidence+ video is a moral boost from a coach to sportsmen and young people to get out in the monsoon without the fear of illness. Cinthol as a brand resonates with pushing your limits to the fullest to live every moment. Cinthol Confidence+ soap also assures 99.9% protection against germs and offers freshness with insta-deo fragrance.”

     

    Said Anu Joseph, Chief Creative Officer, Creativeland Asia: “Many of us prefer staying indoors during the monsoon, but Cinthol as a brand is all about embracing the awesome outdoors. So, with this campaign for Cinthol Confidence+ soap, we zoom in on the fear that keeps people inside during the monsoon. To do this, we needed a spokesperson, a mouthpiece, a motivational figure who would always push you to step out and play, when everybody else is urging you to remain inside. That’s where the Confidence+ Coach walked in with an inspirational take on going out in the monsoon and attaining the glory that awaits.”

     

  • Sugar Free launches a web series, a first of its kind in the food space

    Sugar Free unveils web series titled ‘The Sweet Breakup’

    By A Correspondent

     

    Sugar Free has unveiled‘The Sweet Breakup’, a five-part webseries that is conceptualised and executed by Maxus Content, the content solutions arm of Maxus.

     

    Talking about the campaign Tarun Arora, Chief Operating Officer & Director, Zydus Wellness said: “Our vision for “Sugar Free” is to make it the brand of choice for consumers seeking low / no calorie options to lead a healthier life style. Hence to address the myths attached with the usage of Sugar Free as part of one’s daily culinary needs made us conceptualise ‘The Sweet Break Up’.  This web series demonstrates in an authentic way that you can indulge into your favourite dessert guilt-free without compromising on the taste. The 5- city trail as part of the campaign only reaffirmed that any sweet recreated with Sugar Free tastes the same when made with sugar. I believe this was the first time a dessert truck was going around India and hence there was a lot of excitement amongst people wanting to know what’s cooking !”

     

    Added Pooja Verma, Head – Content, Entertainment and Sports Partnerships at Maxus: “Maxus believes that changing traditional behaviour among consumers with content, needs a compelling strategy which is driven by insights and fused with creative thought. Showcasing Sugar Free as more than just a sugar substitute via ‘The Sweet Break-Up’ campaign is a prime example of our focus. Sweets have a strong relationship with celebrations in our country. With that insight in mind, we brought our campaign together on the message that enjoying sweets while breaking up with unhealthy calories is a win-win outcome for every foodie. The creative vehicle to deliver that message is our one-of-a-kind series where Chef Kunal Kapur joins famous foodie-duo Rocky & Mayur, in recreating delicious Indian sweets with Sugar Free. Through this content solution, the brand stands to generate extensive and meaningful conversations with viewers who love their sweets.”

     

  • The association was to create brand awareness and showcase product quality through OOH and experiential media tiggering the amplification of activity

    Kinetic India executes outdoor innovation for Smartron srtphone

     

     

    Kinetic WW India has associated with Smartron srtphone, the Indian IoT-based smart device company. The association was to create brand awareness and showcase product quality through OOH and experiential media tiggering the amplification of activity.

     

    On breaking the OOH campaign, Amit Boni, VP Marketing & Sales, Smartron said: “For us, consumers are at the heart of whatever we do and we leave no stone unturned to make sure they have the best experience from the brand.  We have always believed in engaging with consumers beyond just product offerings. This unique flash mob was an effort towards connecting the brand with Millennials and Gen-Z consumers at a point where they least expected it. The activity which was a part of our OOH outreach for SRT phone launched earlier this quarter, brought a surprise to the audiences during the peak office hours thus making their morning entertaining and interesting. We are extremely pleased with the support from the Rapid Metro and the agency team which ensured that we got a great response from these early morning commuters in Gurgaon.”

     

    Speaking of this campaign, Saket Sinha, m/Six, (Leader – India) said: “We are happy to be associated with Smartron srtphone, a brand inspired by and dedicated to its celebrity investor and ambassador – Sachin Ramesh Tendulkar. We look forward to working with Smartron and have a strong belief that together we can create success and drive the premium brand story forward.”

     

    Added Suresh Balakrishna, Kinetic WW, CEO South East Asia & Middle East: “We at Kinetic are always looking for providing clients with new and exciting ways of reaching their consumers. In Smartron SRT we found a brand that lends itself for expression and wants to reach out to the youth. It was a difficult thing to pull off a flash mob during peak hours in Delhi metro!!” but it was a clutter breaker and worked for the brand.”

     

  • The multi-pronged campaign highlights the importance of buckling up before driving in association with the Mumbai lady cops

    Help your loved one stay safe, conveys Truebil’s new digital film

    By A Correspondent

     

    In an attempt to encourage people to buckle up before driving, Truebil has unveiled a new digital film, #SafetyKiRakhi. The three-minuter highlights the importance of wearing a seat belt to make your loved ones stay safe along with strengthening the brother-sister bonding in this festive occasion.

     

    Commenting on the campaign strategy, Shubh Bansal, Co-founder & Chief of Marketing at Truebil, said:”When a sister ties a colourful thread on the wrist of her brother, she wishes him with long life and happiness. This Raksha Bandhan, we want every sister to tie ‘SafetyKiRakhi’ and protect her brother(s) from road mishaps while driving. While Truebil is a preferred destination for many to buy pre-owned vehicles certified under all safety measures, this festive season, the brand steps in to spread road safety awareness and connect to its customers in a different way. The simple message will surely compel the sisters to give their brothers the gift of safety this Rakhi.”

     

  • Rolls out first-ever TVC in India with the tagline 'Ise Apni Hi Gaadi Samjho'

    Uber begins India promotion blitz with first brand film

    By A Correspondent

     

    Ridesharing app Uber has unveiled its integrated marketing campaign in India. With the idea of ‘Apnapan’ as its core theme, the campaign aims to build everyday brand relevance and reframe personal mobility. This also marks the launch of Uber’s first TVC in India.

     

    Said Sanjay Gupta, Head of Marketing, Uber India: “At our scale, there are millions of amazing stories that we hear each week – stories of heart-warming experiences that take place between riders and driver-partners across the country. It’s these stories that keep people coming back to ride and drive with us. Over the last four months, we’ve spent hours listening to our riders and driver partners across the country to co-create our communication strategy, and build out the idea of Apnapan in the truest sense. We’re super excited to launch this campaign, as it’s our first step towards reframing the narrative around personal mobility and freedom for millions in India. So when you use Uber next, Isey Apni hi Gaadi Samjho.”

     

    Reinforcing that Uber is everyday, for everyone, the campaign is conceptualised by Taproot Dentsu.Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said:”Being a regular Uber user, I can vouch for the fact that it’s changed my life. It’s rare to work on a campaign where the idea is true to the brand and the service, where you don’t have to create a story because the real thing IS the story. The Uber experience is as good as having your own car, and sometimes even better. And this experience is something we think everyone should enjoy. So we’ve attempted to capture the Uber way of life through a simple thought around Apnapan.”

     

    Uber recently partnered with Madison to execute the media strategy. A multi-platform campaign, Uber’s digital-first approach see Facebook and Youtube as primary channels, television for broader air cover and radio to communicate with the commuting audience. Said Vikram Sakhuja, CEO, Madison on the media outreach: ”With the launch of this campaign, we expect more people to connect and use the convenience provided by Uber in the Indian context -  just like it it is being appreciated and used by people in various countries across the world ”

     

  • Plans to open two new manufacturing units and R&D facilities with investment of Rs. 200cr

    Ziox Mobiles announces Sushant Singh as its brand ambassador

    By A Correspondent

     

    In light of its expansion plans, Ziox Mobiles under the aegis of Sun Air Voice Pvt Ltd, has roped in Sushant Singh Rajput, as its brand endorser.

     

    Commenting on this association, Deepak Kabu, CEO Ziox Mobiles said: “The future looks bright, Ziox Mobiles has a range of phones in the pipeline with exciting new launches. We are enthralled to present Sushant Singh Rajput as the new face of Ziox Mobiles. With Sushant Singh Rajput on board, it will help augment sales and further its reach in the market. The partnership with him is timed with Ziox Mobiles’ next phase of expansion on a pan-India level”

     

    The brand also announced the launch of its newest smartphone Series ‘Duopix”, phone series with dual cameras.

     

  • The film has been crafted by DDB Mudra North

    Vijender Singh promotes benefits of Power Vita in latest film for Patanjali

    By A Correspondent

     

    Banking on its recent successes, Patanjali has recently launched a new drink in the health food category (HFD) – Power Vita. For this new product, DDB Mudra North, the came up with the tag line- ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’. The agency was tasked to create a distinct identity for the product in the well-established, brown, health drink category.

     

    To reinforce the Indian origin of the product, celebrity boxer and Olympian Vijender Singh was roped in as the brand ambassador.

     

    Commenting on the campaign strategy, Avinash Kumar, CGM- Marketing & Media, Patanjali Ayurved said:”With Patanjali Herbal Power Vita, we intend to provide consumers the ultimate and natural powerhouse of their family’s daily nutrition. Featuring Vijender Singh for the film has been great since he is the face of Indian boxing today and epitomizes hard work and perseverance; the apt quotient for our product.”

     

    Vandana Das

    Added Vandana Das, President & Managing Partner, DDB Mudra North, said: “Patanjali’s Power Vita is a unique health drink that’s aimed at the entire family and not just kids. While the campaigns for other malt based health drinks are focused on the nutritional needs of growing kids, we wanted to create a distinct space for Power Vita. Vijender Singh is a champion sportsman and Olympian, and his image is that of a grounded and dedicated athlete. He fits in naturally with our campaign idea, ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’.”

     

  • The masala is targeted to appeal to the millennial who love to spice up their noodles just right to enjoy it at any time of the day

    Yippee offers customised masala offerings for its noodle brand

    By A Correspondent

     

    Taking the personalisation aspect a notch higher, ITC Foods has announced the launch of Yippee! Mood Masala. And there’s also a campaign created Ogilvy Bangalore.

     

    Speaking on the occasion, Hemant Malik, Divisional Chief Executive of ITCs Foods Division said, At ITC Foods, we endeavour to present innovative and differentiated food experiences to our consumers. With the launch of YiPPee! Mood Masala we aspire to share a redefined and a delightful approach towards the instant noodles category which has hitherto remained constant in its offering since its inception. We are extremely positive about the product which has been crafted with a lot of passion backed by years of extensive research and development coupled with insights and a strong understanding of the changing consumer tastes and preferences.

     

    Added Tithi Ghosh, Executive Vice President & Head of Advertising, Ogilvy & Mather Advertising, Bangalore on the campaign: “The task for us was to design a campaign for YiPPee! Mood Masala, an innovative entryin the category. While this category has seen various flavour launches, this is a novel concept that will inject newness and excitement to it. The idea is to empower consumers to prepare YiPPee! according to their mood instead of the prescribed way that has so far been the norm. This variant aims to stir up excitement amongst the Gen Z consumers who prefer to personalise everything as per their choice. The campaign’s youthful lingo and imagery should resonate with this audience. The films capture distinct moods and situations (Crazy, Chill, Happy)our teen consumers are likely to identify with, while explaining the usage of the 2 Masala Mix sachets. The sign off, “Dude, “What’s your mood?” spells out the product proposition in their language.”

     

  • This video attempts to say how much the younger generation can influence their parents in breaking stereotypes that have prevailed in modern India

    Badshah Masala transcends borders with latest brand campaign

    By A Correspondent

     

    To coincide with Independence Day 2017, Badshah Masala has launched its new ad campaign #HumareYahan, with an aim to decrease the divide between India and Pakistan and push people notice to how similar these two sister countries are.

     

    In this video, Manno is a traditional Indian mom whose daughter, Dimple, has just returned from US after finishing her studies. Dimple, whilst showing Manno pictures from her time in US, also shows her a picture with her Pakistani friend, Saad.

     

    Dimple then mentions that she wants to meet Saad, an idea which Manno asks her to invite him home. Which he does, touches the mother’s feet and presents her a hamper of Budshah masalas!

     

    Said Kailash Jhaveri, Managing Partner of Jhaveri Industries: “As we are inching closer to a 70th Independence Day, there is no better time to contemplate the ties between these two countries. We are trying our best to close this divide by starting a conversation over something that no one would decline – Swaad.”

     

    Added Hemant Jhaveri, Managing Partner of Jhaveri Industries:“Badshah Masala has always been involved in forming connections through food. From the very beginning of this company, we have looked at food as something that can bring people from everywhere together. We are glad that we are taking this opportunity to provide another outlook to the current scenario that our country is facing.”