MxMIndia

Category: MARKETING

  • The brand's activities will be managed by the agency's office in Delhi

    Publicis bags Big FM’s creative mandate

    By A Correspondent

     

    Big FM has appointed Publicis as its creative agency. The brand’s activities will be managed by the agency’s office in Delhi.

     

    Srija Chatterjee

    Commenting on this victory, Srija Chatterjee, Managing Director, Publicis India, said, ‘We are extremely delighted to win the creative mandate for Big FM. This win means a lot to us, as Big FM proudly owns the most distinguished position in the radio category.’’

     

     

     

    Ravpreet Ganesh

    Elaborating on the win, Ravpreet Ganesh, Executive Director, Publicis India, said: “Big FM as a brand has established itself as a leader in the FM space and we look forward to a great partnership with them. Having similar creative inclinations and outlook, gives us all the more pleasure to work together. The vibe between the teams on both sides has been great and I think this is the beginning of an effective partnership. We are keen on doing some exciting work together and look forward to this journey ahead.”

     

     

    Praveen Malhotra

    Added Praveen Malhotra, Chief Business Officer, Big FM: ‘It gives us immense pleasure to announce our partnership with Publicis to take forward our creative mandate. I’m sure this association will be rewarding for the brand, as we place trust in Publicis and their diverse expertise. We look forward to an enriching association with the team and await to work on some great ideas together.’’

     

  • The latest ad film by Tanishq depicts the joy behind the traditional harvest festival of Kerala

    Tanishq promotes latest offering, Samriddhi on eve of Onam

    By A Correspondent

     

    Onam is coming up and Tanishq’s latest film for its Onam collection – Samriddhi captures the festive spirit.

     

    Speaking about the film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division, Titan Company Limited, said: “On the occasion of Onam, people purchase new clothes, jewellery, gifts, decorations, food preparations and much more to celebrate the festival. With the Samriddhi Collection by Tanishq, Keralites can start a new tradition to buy unique jewellery from Tanishq for this auspicious occasion. Whether it’s a festival or any special occasion, Tanishq has something to offer each of its customers while aiming to build a strong bond and a deep connection”.

     

    Added Hari Krishnan, President, Lowe Lintas: “Kerala is an important market for jewellery and Keralites are extremely discerning consumers. Onam is a festival that’s proudly celebrated by all of Kerala and it’s a time when most families have a hectic social life. In this context, we wanted to capture how Tanishq can play a role in strengthening relationships. Our team’s understanding of the Malayali mindset has helped in capturing the small nuances in a relationship beautifully.”

     

  • Lokusdesign equips the brand to recruit younger audience with its branding exercicse

    Dinshaw’s unveils new branding and design identity

    By A Correspondent

     

    Dinshaw’s has unveiled an all-new brand identity and design haul spearheaded by Lokusdesign.

     

    Zervin Rana

    Said Zervin Rana, Director Dinshaw’s Dairy Foods: “Lokusdesign introduced to us to various unexplored aspects of our brand through a ‘soul-search’ workshop technique. The firm’s capability of translating attributes of the brand identity such as trustworthy, warm, friendly etc. into brand design is phenomenal. The goal was to capture the consumer’s attention and inspire desirability and liking for the brand through the design, look and overall feel. I believe the outcome has been remarkable – both from consumer’s reactions and market performance.”

     

    Added Shekhar Badve, CEO & Founder, Lokusdesign: “Through a Strategic Brand Shift Reflection process, we enabled Dinshaw’s to disconnect from their competitive impulses and realize their inherent capability. My team evolved a clear brand-guide, framework and architecture to help Dinshaw’s manage their product portfolio better; which helped the brand to clearly establish category and sub-category level positioning across its vast portfolio. The brand promise of “pleasurable experiences delivered through a wide range of high quality food products that form a part of the consumer’s life through different times of the day” was translated into the brand’s personality and design”.

     

  • The 'Sweet Stretchy Men' from the Norwegian Orkla Group are brought to life by Elephant

    Laban enters India with Elephant’s designs

    By A Correspondent

     

    Orkla Group, the leading Norwegian company (and the parent company of MTR Foods) enters India with Laban, human-shaped, non-sticky, 100% vegetarian, fruit flavoured chews. Laban is billed as Norway’s number 1 confectionery brand

     

    Continuing the creative partnership across packaging design of the entire portfolio including recent entry in breakfast and ready-to-eat meals, MTR-Orkla entrusted Pune-based Elephant with bringing the sweet stretchy men to life. “Just as the taste has been localised for India with 100% vegetarian ingredients, the look & feel has also been specially designed to appeal Indian shoppers by notching up the fun and taste quotient,” noted an Elephant spokesperson.

     

  • Media partner Radio City helps in amplifying this unique activity

    Lodestar UM executes ‘sweet’ initiative for Federal Bank

     

     

    Federal Bank recently launched a new brand campaign around the theme ‘Why Settle for less?’ Taking this campaign thought ahead, Lodestar UM conceptualised a unique initiative with Mumbai’s famed dabbawalas.

     

    Said Deepak Netram, Senior Vice President, Lodestar UM: “In all aspects of life, be it family career or home, Mumbaikars exemplify the ‘Why settle for less’ attitude. Hence we decided to celebrate this spirit of the Mumbaikars and give them a surprise in form of a Federal Bank goodie box,”.

     

    On August 19, the campaign kicked off on radio and on digital. Radio jockeys Rohit Vir and Harshit of Radio City led the campaign on air. Both the RJs accompanied the Dabbawalas to select corporates to deliver the message personally.

     

    The entire journey was encapsulated on camera including the wow moments of luncheons enjoying the sweet. The activity was hugely successful as Radio City received large numbers of calls from offices with people sharing their experience of the getting this unexpected treat from Federal Bank.

     

    Talking about the campaign, Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations) Federal Bank, said: “Most ads in the Banking, Financial services and Insurance (BFSI) sector talk about products or services. But we decided to diverge from the beaten path. It is the mood of the campaign, its playfulness and its treatment that haloes the entire series of our Ad films. We wanted the demeanour of the films to come out loud and say ‘Why Settle for Less?’ and this is what distinguishes the commercials from others. We wanted to do on ground activities that would complement the spirit of our ad films. The dabbawalla initiative is an innovation ideated by Lodestar which I am sure will win a lot of hearts in Mumbai.”

     

  • The mandate entails building and strengthening the airline's digital presence through strategic insights and unique solutions that engage their consumers

    FoxyMoron to handle digital mandate of GoAir

     

     

    GoAir has assigned its digital mandate comprising media, social media and creative duties to FoxyMoron. The account was won following a multi-agency pitch.

     

    On FoxyMoron’s appointment, Anand Sahai, the airline’s Chief Commercial Officer said: “Social media has grown in importance for all businesses given the way and speed in which people connect with one another. Digital media is also a prime business tool especially for us in the aviation business. We are delighted to announce this partnership with FoxyMoron and believe that this will further enhance our endeavour to innovate and engage with our customers on the social media space through engaging content.”

     

    Commenting on this win, Pratik Gupta, Co-founder, FoxyMoron added:”This year for us is all about being different and doing different! Everything from newer verticals to newer lines of business.”

     

     

  • Highlights the advanced Active Foam Wash to get rid of stubborn dirt, grime & stains

    Panasonic unveils campaign for its Foam Premia washing machine range

     

     

    Panasonic India has launched an integrated marketing campaign for its gen-next washing machine range- the FoamPremia. The new TV-led campaign has been conceptualised, created and executed by Saints and Warriors and will be supported on television, print, OOH, cinema, in-store and digital.

     

    Themed “It’s Foamtastic! Lots of Jhaag, no Daag”, the new TVC will be broadcast pan-India across mix genre television channels, majorly focusing on GECs, HD, News & movies, and lifestyle & kids channels among others. Keeping in line with the company’s business strategy, the TV campaign will also cover the regional and Hindi heartland TV channels too. The regional outreach includes Southern and Eastern Indian market.

     

    Speaking about the new TVC, Sarthak Seth, Head -Brand & Marketing Communications, Panasonic India, said: “The washing machine is one of the key strengths and among the best selling product categories at Panasonic. We always customise products that suit the evolving needs of a modern Indian family. The FoamPremia range is equipped with features generating rich and creamy foam for a spotless washing performance.It is also equipped with Econavi Technology which senses washing load & water temperature to adjust water usage & wash timing to optimum levels, hence ensuring better wash with minimum waste of electricity. Our new campaign focuses on effectively communicate the essence of the product and at the same time educate the masses about its functionality and features.”

     

  • Royale Atmos helps purify indoor air to give purer air at home

    Deepika Padukone reveals how not to lead a #MaskedLife at home

    By A Correspondent

     

    Asian Paints has unveiled a new film with actress Deepika Padukone for its product Royale Atmos. Said Amit Syngle, President-Sales, Marketing, Technology & Head-Home Improvement, Asian Paints Ltd: “According to a study by the World Health Organisation (WHO), out of the 20 most polluted cities in the world, 13 of them are in India. People recognise that air pollution is having a detrimental effect on their health. At the same time, they remain unaware that indoor air can be even more polluted, as much as five times more. In such an alarming situation we present a solution to our consumers by launching Asian Paints Royale Atmos. This product is a first of its kind which will not only beautify the home but also will fight indoor air pollution. We have launched this TVC campaign with Brand Ambassador Deepika Padukone as we believe she is an apt public figure to represent a product for which awareness is crucial. We are happy to associate with her as we believe she can add the right support to our drive in building awareness around indoor air pollution.”

     

  • JV to partner celebrities to co-create brands in the areas of fashion, fitness, personal care, and more

    Anirban Das Blah & Jiggy George join hands to launch Mojostar

    By A Correspondent

     

    Anirban Das Blah and Jiggy George have joined hands to launch Mojostar. The company will focus on partnering with celebrities to co-create authentic brands in the areas of fashion, fitness, personal care, and more.

     

    The partnership will tap into the growing influence of Indian celebrities to create powerful retail brands in the country. Mojostar has already signed on emerging Bollywood stars Jacqueline Fernandez and Tiger Shroff to launch the first line of products catering to fashion, fitness, and personal care segments.

     

    Speaking on the launch, Anirban Blah, Director – Kwan Entertainment and Founding Partner – Mojostar, said: “Celebrities hold massive influence in trends related to fashion, fitness, personal care, and appearance, and have been used by brands for decades for endorsements. This represents a large and profitable market opportunity to create authentic brands with celebrities. We have partnered with Dream Theatre to launch Mojostar and create world-class retail brands in India. Globally, we have seen billions of dollars of value being created by celebrity brands such as David Beckham, Victoria Beckham, Mary-Kate and Ashley Olsen, and Jay-Z etc.”

     

    Added Jiggy George, Founder & CEO – Dream Theatre and Founding Partner – Mojostar: “Creating celebrity brands and their extension in product and services requires crafting an authentic brand DNA, with a lot of attention to detail and genuine differentiation. In India, there is an obvious market opportunity for celebrity brands, but the authentic approach to celebrity brand creation has not yet matured. Anirban and I have been working together for a while now to address this market and come up with attractive brand propositions. This joint venture will be leveraging our mutual strengths to revolutionise the way retail brands are created in India.”

     

  • Actress Pooja Chopra is the face of Jumboking India's latest billboard campaign 'Always loved it!'

    Jumboking launches new billboard campaign

    By A Correspondent

     

    Jumboking, which turned 16 recently, has rolled out a new billboard campaign across Mumbai. Actor Pooja Chopra is the face of the brand’s new campaign ‘Always loved it’.

     

    Said Dheeraj Gupta, Managing Director, Jumboking: “Our tagline is #ProudlyIndian and we are aware of the fact that most of us have always loved the Indian flavours in the desi versions of the famed burger. Jumboking, as a pioneer, has taken a step ahead in the food curation drive by taking a local product like vadapav and infusing it with a variety of flavours. And to our delight, the youth have always loved it.”

  • The company undergoes a major rebranding exercise

    Cogoport hires The Minimalist as its branding agency

    By A Correspondent

     

    Leading online international freight exchange Cogoporthas hired The Minimalist as its branding agency. The new branding agency has helped Cogoport launch its new brand identity that culminates the brand’s vision and promise.

     

    While sharing the news of the logo unveiling, the Founder & CEO of Cogoport, Purnendu Shekhar said: “Our new brand identity makes it possible for us to share our vision and promise in one story. Our brand is now refreshed, connected and closer to engage with our clients where we expect a deeper impact on our business. It is the sense of simplicity, style, and concept that brings a resourceful optimism in the connected world today. We’re looking at scaling to greater heights with innovation, enabling tech and understanding the diversity of our business.”

     

    Added Chirag Gander, founder of The Minimalist: “When we looked at designing the logo, we went in circles – trying to understand the objective of the brand. But when we realized there was this one story that resonated with the brand so accurately, we couldn’t help but notice a culture building out of the identity.”

     

  • The film introduces the quirky and lovable camaraderie of brand characters Red and Yellow

    M&M introduces its iconic Red & Yellow characters in latest film

     

     

    M&M has released its digital film highlighting the comic camaraderie between the iconic Red and Yellow brand characters. The film sets a dialogue between the two with reference to their grand debut in India, as they speak to their fans, laced with wit and humour.

     

    Speaking about the film, Raghav Rekhi, Marketing Director, Mars Chocolate India, said: “Our job was to tell India who Red and Yellow are and more importantly, what they are like as characters. We wanted to localise it to draw a connect with the Indian market and leveraged their global affability through a sweet tale of the simpleton Yellow and the sardonic Red. The films focus on the characters who are loved for their light-hearted humor, reflects the brand’s positioning, and we hope this brings a little fun into everyone’s lives”.

     

    Added Navneet Virk, Creative Director and Senior Vice President, RKS BBDO: “As we browsed through the rich global repository of Red and Yellow’s adventures, we thought this story did a fine job of telling consumers about the characters in just a few short dialogues, in a simple everyday situation. They are unique, and in that their humour is universal and endearing and talks to grown-ups.”