MxMIndia

Category: MARKETING

  • the brand also has plans to have a high decibel campaign spread across outdoor, print and digital

    Happy mcgarrybowen unveils ‘Ready for tomorrow’ campaign for Duroflex

    By A Correspondent

     

    Mattress brand Duroflex has rolled out a 360-degree campaign to announce the launch of its latest range – Energise. The campaign will be rolled out nationally and apart from TV, the brand also has plans to have a high decibel campaign spread across outdoor, print and digital.The brand has come up with the campaign ‘Ready for Tomorrow’ which has been conceptualised and developed by Happy mcgarrybowen. The film has been produced by Nirvana Films and directed by Prashant Madan.

     

    Speaking on the campaign, Mathew Joseph, Director Marketing – Duroflex said: “An innovative product like Energise, innately demanded innovative messaging. Happy’s keen sense of consumer insight, creative prowess combined with superior execution has resulted in a creative / TVC that is not just innovative but inspiring, category breaking and captures the essence of the brand. With a TVC like this and a partner like Happy we feel fully equipped to bring Energise out to the market.”

     

    On the campaign, Kartik Iyer, CEO, Happy mcgarrybowen said: “It’s been a lot of fun working on this campaign. It’s always a pleasure when a client gives you a free hand to break the codes of a certain category. With Energise, we have done exactly that. I don’t think any brand has looked at mattresses in this way. Innovation lies at the heart of the product. Am quite confident that this campaign will add to the stickiness a superior quality product like Energise will certainly enjoy.”

     

  • Featuring Manyavar brand ambassador and youth icon Virat Kohli, the film is targeted specifically to educate and inspire patriotism amongst the youth

    Manyavar unveils India 70 Not Out with Virat Kohli

    By A Correspondent

     

    Leading ethnic wear brand Manyavar has unveiled the India 70 Not Out film Featuring Manyavar brand ambassador and youth icon Virat Kohli in an attempt to educate and inspire patriotism amongst the youth.

     

    Manyavar collaborated with Star Plus through a special brand integration for Independence Day. Three of the channel’ss shows i.e. Ishqbaaz, Yeh Rishta Kya Kehlata Hai and Yeh Hai Mohabbatein carried the India 70 Not out messages during the running time of the shows on the channel. Manyavar will also be seen through brand integration in Big Boss Telugu where the contestants participate in a fashion show in ethnic clothes sponsored by Manyavar. To further celebrate the Independence Spirit, news anchors of Zee News, ABP News, News Nation and India News will be seen reading the news in Manyavar kurtas on August 15.

     

    Commenting on the campaign, Ravi Modi, Managing Director, Manyavar said:“India70NotOut is an effort to celebrate Indias achievements over the last 70 years and to inculcate a feeling of pride for our country especially the youth.We hope our initiative will reinstate the important significance of Independence Day and encourage everyone to celebrate it in the right spirit.”

     

  • The account will be serviced from agency's Mumbai office

    Racold appoints WatConsult as its digital agency

    By A Correspondent

     

    WatConsult has bagged the digital marketing mandate for Racold, the leading water heating solutions provider. WatConsult will manage the creative, internet and social platforms including website, search optimisation, social content and email and mobile solutions for building the brand digitally stronger. The account will be serviced from the agency’s Mumbai office.

     

    Said Anil Bhamre, General Manager, Marketing, Ariston Thermo India Private Limited: “We are happy to announce that we have selected WatConsult as our digital agency to carry forward Racold brand digital mandate forward from August 2017 onwards. WatConsult won this mandate post stringent agency selection process followed by Ariston globally. We are certain with their rich experience in digital space and a legacy of winning so many awards in past so many years they will take this new journey of Racold in digital space to the next level. ”

     

    Added Rajiv Dingra, Founder and CEO, WATConsult: “We are excited to add a reputed brand like Racold to our portfolio. Our team has planned innovative campaigns on digital to build upon its brandpromise and deliver on key brand goals.”

     

  • As a brand that stands for freedom and liberation, Bajaj Avenger has been at the forefront in connecting with topics and conversations that impact India

    Bajaj Avenger encourages women to ride their independence in latest film

    By A Correspondent

     

    Che cruiser bike brand Bajaj Avenger expressed its take on why freedom matters to women and in a way they feel right. With #RideYourIndependence that has been conceptualised by Mullen Lintas Mumbai, Bajaj Avenger unravels the journey of one such female protagonist and what being free really means to her.

     

    Commenting on the objective behind the film, Sumeet Narang, VP – Marketing, Bajaj Auto said: “Avenger stands for freedom and liberation and it is our endeavor to reinforce the brand equity with each communication. With so many issues of women safety cropping in India recently, on this Independence Day, we saw an opportunity to underline ‘liberation of women’ seen from an Avenger perspective in a unique, positive and an endearing way.”

     

    Expressing her views on the idea and making of the film, Garima Khandelwal, ECD – Mullen Lintas said: “It’s the 70th year of independence, but are we, man woman alike really free? The film shows a woman riding through the outskirts, how a man would ride today. The indifference the world has to her presence is meant to reflect as respect of her freedom, it’s a utopian community. Mahatma Gandhi’s quote rightfully makes the film relevant for Independence Day. The brand makes a point on liberation yet again but this time it’s not a film for a girl that rides, it’s a film for every girl. Here’s to her independence!”

     

  • #DareToDream as a theme is depicted in afilm that went live recently and will be aired across the brands social media platforms

    AirAsia urges Indians to dream big

    By A Correspondent

     

    AirAsia India has launched the #DareToDream digital campaign in line with its brand promise Now Everyone Can Fly. #DareToDream as a theme is depicted in a film that went live recently and will be aired across the brands social media platforms.

     

    Commenting on the campaign, Amar Abrol, MD & CEO, AirAsia India said:“This Independence Day, we would like to pay tribute to all the entrepreneurs who dare to dream. #DareToDream is our fourth digital campaign this year and we are continuously working towards making AirAsia a truly digital airline and enabling every Indian to fly hassle-free.”

     

    Commenting on the project, Durgesh Tanna, Creative Director, Circus Elephants said:“The bond between the brands “AirAsia” and “Circus Elephants” just gets better with patriotic days. We did the film ‘Udd Chala” for Republic Day and now the film #DareToDream.”

     

  • The new film featuring the brand ambassador Juhi Chawla is going to be on air from this month across channels nationally

    Kesh King seeks to affirm leadership stance in latest film

    By A Correspondent

     

    Kesh King has launched its new brand film reinforcing its leadership stance in the Ayurvedic hair care market in India. Positioning the brand as the king of Ayurveda, the new film re-emphasises on the strong Ayurvedic heritage of the new and improved formulation of Kesh King.

     

    Directed by ad film-maker and film director Pradeep Sarkar, the film focuses on how the new Kesh King is prepared. Speaking about the new brand film launch, Priti A. Sureka, Director, Emami Limited said: “Kesh King as a brand has been growing over the past two years since its acquisition and Kesh King Oil is the market leader with a market share of 34 per cent in the total ayurvedic oil market of India which is around Rs 725 cr. We have made extensive product and packaging improvements to give the consumers superior experience and benefits of the brand. Our new film has been made to reinforce our leadership in ayurvedic hair care solutions based on rigorous ayurvedic processes and precious ayurvedic herbs providing guaranteed solution to millions of consumers. With the new tagline “Ayurvedka king – Kesh King”, we aim to underline the brand’s leadership in its category.”

     

  • Targeted towards carpenters and contractors, Asian Paints’ 360 degree campaign on adhesive products – TruGrip and Loctite, is live across digital media platforms

    Asian Paints unveils adhesives range with new digital campaign

     

     

    Asian Paints has launched adigital film that presents its range of adhesives catering to carpenters and contractors. The campaign revolves around the good-natured, diligent and ambitious protagonist Vicky Contractor. With a tagline like ‘Choice Tarakki Ki’, the film leaves a pertinent message about making progressive choices that leaves no room for compromise when it comes to quality.

     

    Created by creative agency McCann, the digital film traces the journey of Vicky Contractor, portrayed by Nawazuddin Siddiqui who begins as a carpenter alongside his brother.

     

    Said Amit Syngle, President of Technology, Sales, Marketing & Home Improvement, Asian Paints Limited: “Adhesives is a strategically important category for Asian Paints and we are committed to offering the most innovative and cutting-edge adhesives products to our consumers. The ‘Choice Tarakki ki’ campaign is a reflection of Asian Paints’ philosophy that exemplifies highest standards of quality and performance. It imbibes a culture of great craftsmanship in carpenters and contractors to bring alive the brands promise. We are certain that this range will promote working diligently Behind the Scenes to deliver exceptional finish for various décor solutions at home.”

     

    Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Asian Paints is one of the most loved and admired brand, its foray into adhesives takes this legacy forward.  Designed to re-write the rules of the category by offering innovative and superior products, this campaign is rooted in the insight that a craftsman is as good as the tools and tricks he uses. Asian Paints Adhesives gives carpenters and contractors an advantage over others by facilitating not function of sticking stuff but also providing better form and finesse. The choice of Nawazuddin as the protagonist of this story is sure to have appeal amongst a large and important segment who are key user and influencers of this category.”

     

  • #HeroSalutes is an attempt to bring the nation’s attention to the real heroes of the nation who are with the armed forces be it the army, navy or air-force

    Hero MotoCorp salutes real heroes of the nation in latest film

     

     

    Hero MotoCorp has unveiled the third edition of its #HeroSalutes campaign. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi.

     

    Said Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “How does a child, whose parent is away serving in the armed forces make sense of their absence? That’s heroism too!”

     

    While the film peaked on-air on August 15, and screened in theatres, the campaign also had full page print ads in leading national dailies on I-Day as well and was supported with digital engagement on social media with unprecedented views and likes.

     

  • Langoor has created a digital campaign calling for public support

    iD Fresh Foods’ digital campaign focuses on the families of army martyrs

    By A Correspondent

     

    This Independence Day, iD Fresh Foods has come up with a digital campaign that aims at creating awareness about the plight of the families of our army martyrs, as well as encouraging the public to pledge their support to the well-being of these families. The Directorate of Indian Army Veterans (DIAV) and iD have joined hands to take this initiative forward.The idea was conceptualized by People Communication & Design.

     

    Taking the initiative forward, digital agency Langoor created a video that highlights the not-so-evident sacrifices that are made and the hardships that the martyr’s families undergo

     

  • The agency will work on the strategic planning and creative duties of the brand as a part of the mandate

    W+K Delhi bags Dalmia Cement account

     

     

    Wieden+Kennedy Delhi has bagged the creative mandate for Dalmia Cement following a multi-agency pitch.

     

    “Cement as a product isn’t something that people willingly attach adjectives such as interesting and exciting to. We want to change that. In Wieden+Kennedy we definitely see the ability and expertise to successfully partner with us in achieving that, and are extremely glad to have them on board with us on this new journey,” added B K Singh, Head Corporate Brands & Marketing, Dalmia Bharat.

     

    Speaking of the win, Sidharth Loyal, MD, W+K said: “The potential creative opportunity that lies within the cement industry is challenging, yet quite exciting. For us, it’s a territory that we haven’t yet explored yet, and what better than entering this space with one of the leading names in the category. This is a great win for W+K, and we look forward to creating some engaging work in the coming months.”

     

    The agency will work on the strategic planning and creative duties of the brand as a part of the mandate.

     

  • The entire process and ‘Ceat Happy Roads’ initiative of making Mumbai roads pothole-safe is captured in a video documentary

    ‘Ceat Happy Roads’ aims to make roads happy again

    By A Correspondent

     

    Ceat Limited, a leading tyre manufacturer with the support of Mumbai Metropolitan Region Development Authority (MMRDA), has undertaken an eco-friendly initiative called ‘Ceat Happy Roads’ to repair potholes in Mumbai city by recycling old and worn-out tyres.

     

    Said Anurag Agnihotri – Executive Creative Director, Ogilvy Mumbai: “Here’s an idea that paves the way for a happier future. What better way to fix potholes than with the very object that knows them inside out: tyres. It is eco-conscious, customer engaging and creatively led.”

     

    The entire process and the ‘Ceat Happy Roads’ initiative of making Mumbai roads pothole-safe is captured in a video documentary.

     

  • Metal Communications is the creative agency for brand Medimix and the creator of this latest film

    Medimix unveils brand film promoting Ayurvedic face wash

    By A Correspondent

     

    Medimix has launched its latest brand film conveying the message that Medimix Ayurvedic Face wash with six essential herbs is the right solution for protecting the skin.

     

    “We were driven by the brand’s potential to reach out to the consumers in a category that is relevant to the segment and aptly addresses the need-gap,” said Murari Srinivasa, Head Marketing & New Product Development, Cholayil Private Ltd.

     

    Metal Communications is the creative agency for brand Medimix and the creator of this latest film. Added Ambarish Ray, COO, Metal: “Together with team Cholayil, we started the process of re-crafting the Medimix brand nearly four years ago, and this the latest work to further the Nothing Better Than Natural theme”.