MxMIndia

Category: MARKETING

  • The activation has been conceptualised and executed by DDB Mudra Group

    McDonald’s executes I-Day initiative

     

     

    Reaching out to consumers in a cinema hall may not be new but driving their participation through an on-screen message is unique in a sense. This is what McDonald’s did this Independence Day partnering with DDB Mudra Group for an experiential campaign to bring this message alive among a captive audience base.

     

    Speaking on the activation, Seema Arora Nambiar, Senior Vice President – Strategy, Innovation & Capability, Hardcastle Restaurants said: “McDonald’s launched Happy Price combos to celebrate variety, affordability and value for money offering. Happy price combos now allowed people to choose what they want without compromising. Thus the #BeDifferentTogether found its leap in terms of messaging and activation among the movie goers, to be able to celebrate their differences and yet be together”.

     

    Added Brijesh Jacob, Chief Creative Technologist, DDB Mudra Group: ”We wanted to go beyond a traditional film or a post for Independence Day. We thought that movie theatres would be the best place to conduct this activity as a theatre inherently houses different people, who are together. And being a patriotic occasion, using the ‘Stand Up’ formula just before the national anthem made perfect sense!”

     

  • Suresh Raina will be the face of IPOL Lubricants for a period of one year and will be actively involved in a host of innovative marketing and customer experience initiatives to be rolled out by GP Petroleums

    GP Petroleums appoints Suresh Raina as brand ambassador for IPOL

     

     

    GP Petroleums Ltd, a leading lubricant maker and part of UAE-based Gulf Petrochem Group, announced the appointment of cricketer, Suresh Raina as the brand ambassador for IPOL Lubricants, the signature brand of the company into the industrial lubricants segment.

     

    On the partnership with the cricketer, Ashok Goel, Group Chairman, Gulf Petrochem Group said, “We welcome Mr. Raina into the GP Petroleums family and hope to maintain a long and significant relationship”.

     

    Added Hari Prakash, CEO, GP Petroleums: “We are happy to have Mr. Raina onboard to endorse IPOL Lubricants and we are sure he will be a good fit for the same. He is an aggressive and trust worthy player on field, which will hopefully mirror in support of our brand IPOL, a high-quality lubricant in the Automotive and Industrial market space.”

     

  • The new brand campaign featuring MS.Dhoni draws attention to multiple benefits of LED batten over conventional tube light which include better light, energy savings and longer lifespan

    MS Dhoni vouches for benefits of LED Batten for Orient Electric

     

     

    The ads are all over television. In fact just just too many times for our liking in a one-hour duration on India Today channel on Thursday evening. But then when you’ve got longstanding brand ambassador MS Dhoni on board, may as well milk the opportunity.

     

    Orient Electric, part of the CK Birla group, has launched an integrated advertising campaign with Dhoni for its range of LED Battens. The campaign features a TV ad that shows Dhoni being playfully picked on by his niece for not putting an end to the misery of flickering tubelight and upgrading to Orient LED Batten which comes with ‘No Choke, No Starter and No Flicker’, and ensures better lighting with significant cost savings.

     

    Commenting on the launch of the integrated campaign, Anshuman Chakravarty, Head Brand & Corporate Communication, Orient Electric said: “It all started with our quest to find what’s next after LED Bulbs. The second biggest consumer lighting product even today is the conventional tube light with its choke, starter and its impending problem of flickering, which we all have faced in our lives. We realised that our communication around LED Batten ‘No Choke, No Starter and No Flicker’, could be a potential game changer.

     

    Added Mayur Hola, Executive Creative Director, Contract Advertising, Delhi: “This one lit a bulb straight away. The brief was crystal, we knew the exact bone of contention (a flickering tube light) that needed to be played up. And we went straight for it, MSD in tow. This is also the inception of the entire LED Batten category, no brand has set foot there yet in terms of communication. It’s a big opportunity that Orient and Contract spotted in time and I’m sure it will do the job in taking the lead here.”

     

  • The awareness campaign is aimed at empowering mothers, mothers-to-be, and their families

    Philips Avent promotes breast feeding awareness in latest campaign

     

     

    Royal Philips has rolled out an awareness campaign aimed to empower mothers, expecting mothers, and their families in India. Launched under the Philips Avent brand, the campaign promotes the importance of breastfeeding, address societal barriers, while also introducing solutions to prolong breastfeeding as much as possible.

     

    Said Dipanjan Chakraborty. Director Health & Wellness, Personal Health Philips India: “Nutrition, for a baby, is the highest priority and a mother’s milk provides the best nutrition for a child. At Philips Avent, we believe that a healthy start is a healthy future, and therefore leave no stone unturned to ensure that mothers and their families get the support they need to breastfeed their baby as long as possible.”

     

    Added Ambika Sharma, Founder & Managing Director, Pulp Strategy Communications: “The healthcare solution in sight is full of potential and addresses an actual need.  It provides for the opportunity to be differently creative and bring out the nuances of a little spoken about subject to start conversations across the country.”

     

  • The philosophy behind this ad campaign is to create a unique brand identity in the super premium interior emulsion category around luxury and glamour

    Katrina Kaif promotes Berger Paints latest offering in new film

     

     

    Berger Paints India Limited announced a new ad campaign for the launch of its Silk Glamor Luxury Emulsion paint. The film features Katrina Kaif telling the story of her home and how she nurtures the feeling of decorating her home to make it picture perfect. The philosophy behind this ad campaign is to create a unique brand identity in the super premium interior emulsion category around luxury and glamour.

     

    Commenting on the concept, Sudhir Nair, General Manager, Marketing, Berger Paints India Limited, said:“The new advertisement harps on the idea of giving a stylish makeover to the walls of our home with new reflective technology, Silk Glamor. The idea of roping in Katrina Kaif is to explain the beauty of the product to the customers and to accentuate the Silk Glamor brand to higher levels.”

     

    Added Priya Shivakumar, Vice President & Executive Creative Director, JWT: “While thinking of the story line I looked at the wall as not just a physical structure. You know the walls have emotions and soul and it actually gets a meaning when we put objects on it. Each one of us should be very specific while painting our homes and walls and thereby choosing so supreme and sensual touch makes them stay special.”

     

  • Bajaj decided to position it differently from the existing classifications of commuter, sports, adventure and cruiser

    Ogilvy Mumbai executes a dominant campaign for Bajaj Dominar 400

    By A Correspondent

     

    A challenger brand wishing to take on a behemoth is not something new in communication.The recent Dominar 400 from Bajaj is doing exactly the same.

     

    Said Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?”

     

    Added Sukesh Nayak, CCO, Ogilvy West (India): “‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.”

     

    Other than a TV, the campaign consists of outdoor, and digital initiatives.

     

  • It highlights the pulse points in the body that are best for spritzing and make the fragrance last longer

    Engage highlights core USP of its new offering in latest campaign

    By A Correspondent

     

    Fragrance brand Engage has unveiled a new thematic campaign to introduce its range of perfume sprays for men and women. In this new television commercial directed by Subir Chatterjee of Whitelight Films, Engage highlights the pulse points in the body that are best for spritzing and make the fragrance last longer.

     

    Said Tista Sen, SVP & National Creative Director, J. Walter Thompson: “The new communication focusses on the longing and yearning that perfume can evoke in romance. Imagination and fantasy is captured through young lovers who cannot wait to meet. Perfume on the pulse points heightens ‘playful chemistry’ which is the raison d’être of the brand and brings lovers together through a powerful line that says it all: where do you want to be kissed?

     

    Added Sameer Satpathy, Chief Executive Personal Care Products Business at ITC: “Engage is synonymous with the proposition of ‘playful chemistry’, and the new thematic campaign ‘The Fantasy’ further reinforces its strong credentials as a perfume of choice for couples in love. With the evolving attitude and lifestyle of consumers, the segment offers an enormous opportunity to educate and drive category growth. Spritzing on pulse points is an important aspect rooted in the core of desirability and a perfume spray’s functionality”.

     

  • Gowda will report to Vikas Dadoo, ‎Vice President – Content and Brand Solutions at Zirca

    Zirca appoints Sidharth Gowda as Strategic Head

    By A Correspondent

     

    Siddharth Gowda

    Zirca Digital Solutions has  announced the appointment of Sidharth Gowda as Strategy Head – Content and Brand Solutions. He was until reently Director – Media Strategy and Innovation with Carat, New York. Gowda has also worked with Ogilvy in New York and Mumbai, supervising the Glaxo Smith Kline and Unilever accounts respectively, notes a communique. Gowda will report to Vikas Dadoo, ‎Vice President – Content and Brand Solutions at Zirca Digital Solutions.

     

    Said Dadoo on the appointment: “Zirca has grown exponentially since its inception in India and to go further, we require seasoned professionals on board. We are focused on building capabilities to plan & amplify content which strategically fits  in brand’s marketing plans . Gowda brings with him a wealth of insights and I’m confident will help us create even more stories for brands that want to be seen globally.”

     

  • The campaign has been created and conceptualised by Lowe Lintas

    ICICI Prudential says ‘Prepare today, to win tomorrow’ in latest campaign

     

     

    ICICI Prudential Life Insurance has unveiled a multimedia brand campaign to promote its health insurance product – ICICI Pru Heart/Cancer Protect. The brand launched the first phase of the campaign – ‘Agar taiyaari sahi ho, toh jeet pakki hai’ in June 2017. The campaign has been created and conceptualised by Lowe Lintas.

     

    Speaking about the campaign, Puneet Nanda, Executive Director, ICICI Prudential Life Insurance said: “The consumer is always at the centre of all our efforts. Amongst Indian consumers today, lifestyle-related illnesses like cancer and heart disease have become increasingly common due to fast-paced lives. Each one of us has seen someone around us who has faced these illnesses. In most cases, urgent medical attention is required – leading to a need for a large sum of money, in a matter of days. At such a serious time, the family should be focused on recovery and not worry about finances. This is the key insight behind our new health plan – ICICI Pru Heart/Cancer Protect. The plan pays the claim amount on detection itself, giving money in hand to make the best treatment possible. It also provides a large cover of Rs.50 lakhs for cancer and Rs.25 lakhs for heart at just Rs.407 p.m. The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like cancer.”

     

    Adding more perspective on the campaign, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas said: “Through this campaign, we are speaking to our audience and highlighting the role of ICICI Pru Heart/Cancer Protect, an innovative health insurance product that helps individuals focus on their treatment for heart and cancer ailments without worrying about any expenses. Our creative strategy through this film is to talk to our target audiences in a language and tone that they would understand best. We’re confident that the relevant and relatable story of the coach and his team’s battle against cancer will appeal to our target audiences and create a strong affinity for ICICI Prudential Life Insurance.”

     

  • This innovative use of the Facebook "poke" functionality is part of the campaign created by OgilvyOne, Mumbai for Godrej HIT's platelet donation drive

    Godrej HIT warns users with #HitDengueBack initiative

     

     

    On Sunday, August 20, Facebook users received poke notifications from an unusual profile – a dengue mosquito, part of an awareness drive about World Mosquito Day, a Facebook initiative by Godrej.

     

    This use of the Facebook “poke” functionality was  created by OgilvyOne, Mumbai for Godrej HIT’s platelet donation drive. Godrej HIT has partnered with Apollo Hospitals to build an online community of platelet donors to save lives of critical dengue patients.

     

  • A detailed review of the recommendations put up to the Tata Motors Executive Committee led to the conclusion and the careful selection of the brand promise – 'Connecting Aspirations'

    Tata Motors announces new corporate brand identity

     

     

    Tata Motors has unveiled a comprehensive corporate branding exercise which has emerged in the selection of its brand promise that says: ‘Connecting Aspirations’.

     

    Notes a communique: “Connecting Aspirations represents the personality of the brand as an interconnected system of mobility solutions that are intelligent, perceptive, warm and expressive. It’s a symbolic tagline that is the past, present and future, it’s humble and bold, it’s a statement and challenge,” adding: “Easy to communicate and creating a strong resonance with every stakeholder, it is an apt expression to the Tata Motors brand. It is much larger and wider in terms of intent and interpretation – directed towards building the nation, developing smart cities, supporting and implementing government initiatives and delivering new technologies. With passion and expressive intelligence as a design principle, it is in sync with the company’s brand proposition of providing exciting and unique forms of self-expression, where every element of the vehicle represents a unique aspect of consumer’s individuality.”

     

  • The first TVC, with the central theme #ReinventMyStory, is a tribute to millennials who dare to chase their dreams

    HP reaches out to the youth via #ReinventMyStory

     

     

    HP has unveiled two new marketing campaigns featuring innovations in its personal systems and printing categories. Conceptualised by BBDO, the two commercials are aimed at empowering and enabling the Gen-next at every stage of their lives by reinventing technology to fulfill their goals and needs.

     

    Said Ayesha Durante, Country Marketing Head, HP Inc. India: “Young students and millenials are among the biggest drivers of technology consumption. At HP, it is our constant endeavor to stay connected with this generation and tailor our products to their needs. Our latest marketing campaign is targeted at this consumer category. Through it, we want to underscore how HP’s technology is empowering them at this important stage of their lives, by providing them the tools that enable them to stay ahead of the curve.”