MxMIndia

Category: MARKETING

  • The campaign focuses on the editorial assets of the channel

    BTVI unveils new campaign

    By A Correspondent

     

    Business news channel Business Television India (BTVI) has refreshed its brand identity.  Along with a new logo, BTVI has unveiled a refreshed brand campaign focused on the benefit that the channel brings to the viewers through anchor expertise. The campaign focuses on the editorial assets of the channel, notes a communique.

     

    On refreshing the brand a year after launch, Megha Tata, COO, BTVI, said: “We continue to focus on our differentiated content and we are increasing our market share substantially. Through this logo refresh and brand campaign, BTVI aims to provide most credible information to our viewers. We will continue to reach out to recognised authorities of their field, whose thoughts and opinions matter to millions who follow them.”

     

    Added Siddharth Zarabi, Executive Editor, BTVI: “At a time when the viewer is being overwhelmed with a deluge of information – much of which is not relevant, complex and consumes too much time of the viewer, BTVI has a simple proposition that aims to inform and empower viewers. ‘Keep it simple’ is our theme and over the past year our programming goes to the heart of every story, declutters it and magnifies what is relevant and valuable. Our senior editorial team is delivering consistent programming that spans the entire gamut from wealth creation through shows like Call BTVI, Financial Planner among others to shows that address larger themes like ‘mission-no-emission’. As we move forward to inform and empower the Indian business TV viewer, we will unveil more programming that is relevant and timely”.

     

  • Bandhan Financial Services Ltd, a microfinance entity, was set up in 2001 for poverty alleviation and women empowerment

    Madison Media wins Bandhan Bank account

     

     

    Madison Media announced that it has won back the assignment of media planning and buying media space for Bandhan Bank.

     

    It may be recalled that Madison Media had launched the bank in August 2015 with a high decibel TV, print and outdoor campaign.

     

    Commenting on this development, Vikram Sakhuja, Partner & Group CEO Madison Media and OOH, said: “We are delighted to partner with Bandhan Bank once again and are looking forward to achieving greater milestones for the bank in the years to come.”

     

    Added Chandra Shekhar Ghosh, Managing Director and CEO, Bandhan Bank: “I am sure Madison will do a great job in adding value to our brand pan-India.”

     

  • The account will be handled out of the agency's Gurgaon office

    Pathkind Diagnostics appoints ADK-Fortune Communications as its creative agency

     

     

    Pathkind Diagnostics has announced the appointment of ADK Fortune Communications Pvt. Ltd. as their creative agency. The agency will lead the development of all the brand campaigns for Pathkind Labs in India. The account will be handled out of the agency’s Gurgaon office.

     

    Commenting on the association, Sanjeev Vashishta MD & CEO PathKind Labs said: “We are delighted to have ADK as our creative agency. We saw some fantastic ideas from multiple agencies in the pitch process, but ADK’s work resonated brilliantly with our thought process. Our motto of [alleviating the pain from the faces of our customers/ patients’ was captured very nicely by ADK in their theme. I’m sure this partnership will be fruitful for the brand with the intent of increasing brand awareness, higher top of mind recall and overall market share. I would like to wish all the luck to the ADK team.”

     

    On the win, Subroto Pradhan, Managing Partner, ADK-Fortune Communications added: “It is an interesting challenge and a great opportunity to build a strong brand in the diagnostic landscape of India. Our country needs diagnostic facilities to be extended to the common man, which are affordable and accurate. Extending Mankind Pharma’s footprint in this space through Pathkind is a great move. We are proud to be associated with this initiative.”

     

  • Sharekhan intends to tap the changing mindsets of existing and potential investors by investing in understanding new behaviour trends

    Sharekhan urges consumers to take control of their finances

     

     

    In line with its Vision 2020, personal finance platform Sharekhan has announced the launch of its multi-channel advertising campaign.

     

    Said Jaideep Arora, CEO, Sharekhan: “India is a country of inherent savers, but people’s mindsets are changing and their opinions on managing money are also changing fast. Young adults, who are a fast-growing group of investors, are always looking for technology enabled solutions. Sharekhan aims to meet this need by providing a cutting edge digital trading platform for investments.”

     

    Added Jean-Christophe Gougeon, Director and Head of Brand & Investment Solutions, Sharekhan: “Our campaign is a humorous depiction of the challenges faced by young Indian investors. The investment decision is often influenced by the advice of peers, colleagues or family members. Sharekhan fills the gap by empowering investors with knowledge to do what is best for their money and provides them the means to do it.”

     

    The campaign will run across all media channels, i.e. TV, Digital, Print and Out Of Home. The campaign will run on more than 40 TV channels comprising of Hindi/English Business and General news, Hindi and English movie channels, English GECs, and regional channels in five languages – Kannada, Telugu, Tamil, Bengali, Gujarati.

     

  • The film follows the day-to-day life of a student through a montage of shots and captures the immense pressure and stress they undergo to perform well academically

    Jaago Re launches a powerful film on India’s lack of a sporting culture

    By A Correspondent

     

    Taking forward the conversation on the need for preactivism, Tata Tea Jaago Re 2.0 launched a compelling film with a message on the reality behind India’s lack of a sporting culture.

     

    Sharing his thoughts on the idea behind the film, Sushant Dash, Regional President – India, Tata Global Beverages said: “The latest Jaago Re 2.0 film tackles the root cause of our nation’s underperformance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in Mathematics or Science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”

     

    Commenting on the new film, Shriram Iyer, President and National Creative Director, Mullen Lintas, said:

    “Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year olds who were inclined towards sport tend to prematurely RETIRE from it. We are hoping that a campaign that presents sports drop outs as RETIRED will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born.”

     

  • The campaign marks the launch of Jockey USA’s athleisure line

    Jossbox unveils digital campaign #MoveWithJockey for Jockey USA

    By A Correspondent

     

    Digital media and content agency, Jossbox has conceptualised and executed a digital campaign #MoveWithJockey for Jockey USA. The campaign marks the launch of Jockey USA’s ‘athleisure’ line and was shot against the natural and urban landscapes of downtown Los Angeles and Malibu, California.

     

    Speaking about the campaign, Omer Basith, Co-founder, Jossbox said: “Jockey is an iconic American brand built on hard work, authenticity and quality which aligns with our core values. Jossbox is always staying ahead of the curve by offering deliverables that are new age, trendy and resonate well with the target audience. Unlike standard photoshoots shot at exotic locations with elaborate budgets, we wanted to provide Jockey USA with the most bang for their buck, yet keeping the content aspirational and glossy.”

  • The values evoked by the film are also reflected in the new product range of Sonata that includes contemporary designs and features to complement the style requirements of today’s consumer

    Sonata re-positions itself to capture bold attitude of today’s consumer

    By A Correspondent

     

    Sonata has launched its new campaign with a TVC on the theme – Jo Karein Khud Par Yakeen. The new communication is part of Sonata’s repositioning campaign.

     

    Elaborating on the new communication, Suparna Mitra, Chief Marketing Officer, Watches & Accessories, Titan Company Limited said: “Today, all strata of society are driven by ambition and the hunger to succeed. We feel that Sonata can connect with this attitude by being a marker of bold choices made by our consumers. This aspiration cuts across age and gender where people want to make a much better life, without holding themselves back.”

     

    Speaking on the concept, Hari Krishan, President, Lowe Lintas said: “We wanted the new brand positioning to call out the feeling of optimism and self-belief. Using Lowe Lintas’ patented tool Brand PoV, we developed a point of view for Sonata which was articulated as ‘Fearless makes progress limitless’ amplifying the user-imagery and attitude and underlining the role of the brand as a  ‘Marker of bold decisions.”

     

     

  • The actor will add credibility and mass appeal to sub brands Venus and Cott’s wool

    Lux (‘yeh andar ki baat hai’) signs Amitabh Bachchan as brand ambassador

    By A Correspondent

     

    Lux Industries Limited has signed megastar Amitabh Bachchan as its Brand Ambassador for its brands Venus and Cott’s wool. These brands exude elements of faith and dependability and has a rich legacy of ruling the choice of the masses for more than three decades. Actor Varun Dhawan continues to be the brand ambassador of LUX Cozi.

     

    Speaking about the development, Ashok Todi, Chairman, Lux Industries Ltd. said: “Venus is one of the largest innerwear brands in India and Cott’swool is synonymous to winter wear in India. Each of the brands exudes superlative levels of comfortability and rules the market with its price efficiency. This is a moment of immense pride for us at LUX Industries as we believe that the legacy of these brands is crowned with the momentous occasion by getting on board actor extraordinaire Amitabh Bachchan as our brand ambassador for the first time by any hosiery brand in India. These brands are liked by people of all demographics, similar to MrBachchan’s iconic legacy as an actor, the brand appeal synergizes with his personality. We hope with this association we will be able to communicate and reach a wider segment of customers.”

     

    On the signing of Bachchan as brand ambassador for the sub-brands, Pradip Todi, Managing Director, Lux Industries added: “At Lux Industries we want our diverse portfolio of brands individually to grow and sustain its leadership position in the market, while we aim to continue bonding with our brand evangelists in a more meaningful and engaging way. We believe the endorsement of Lux products will further strengthen the bond with the masses, give our users a greater sense of purpose and help the brands scale newer heights over the course of next few years.”

     

    Lux was the first innerwear brand to go in for a celebrity endorsement and is remembered for the 1992 TVC where it launched the tagline “Yeh andar ki baat hai”.

     

  • The campaign is propagated through an ensemble of three TVCs

    Parachute Advansed encourages people to actively invest in their relationships

    By A Correspondent

     

    Parachute Advansed has launched a new campaign called ‘Thoda Love Jatao’, which marks the beginning of a new phase in the brand’s life – to inspire people to invest in the power of love.The campaign is propagated through an ensemble of three TVCs.

     

    Speaking on the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Although Parachute Advansed has played predominantly in the category of hair oiling, its emotional impact and association has been much larger than just hair. Through this novel campaign, the brand extends its core of nurturance by championing a greater purpose of inspiring people to invest in the power of love. It encourages people to invest in their relationships and express their love to the ones that matter, amidst their busy lives. It transcends the communication from nurturance for hair to nurturance and love for relationships.”

     

    Added Pradyumna Chauhan, NCD McCann Worldgroup: “This campaign for Parachute Advansed expresses the view the brand has on today’s rapidly changing world. The belief is that in many ways life has become drier than it was. The one thing that we can possibly counter that with is love and a great way to express this love is to oil hair with Parachute Advansed. A timeless act of oiling, that is even more relevant in today’s drier times. Love expressed across families, new relationships and even for one self is how we could possibly reclaim a life that is not dry, but the one that continuously grows with love.”

     

  • The campaign seeks to bring the bathroom into focus as the centerpiece of the home

    Kohler partners Terribly Tiny Tales in latest brand campaign

    By A Correspondent

     

    Kohler India’s latest marketing initiative, “Dream in Kohler”, invited people to share their ideas on what their dream bathroom looks like.To bring its message home to consumers, the company has released three television commercials made in collaboration with Terribly Tiny Tales (TTT), a popular online micro-fiction platform.

     

    Expressing his enthusiasm on the partnership, Salil Sadanandan, President K&B Kohler South Asia & EMEA said: “Kohler is known for making bold statements whether it’s in our products or the way we take them to market. This is yet another industry first consumer activation from Kohler. We have chosen to be unconventional in partnering with a micro fiction platform like TTT rather than an advertising agency. They have managed to convey the central message of Dream in KOHLER – i.e., to make the bathroom the centerpiece of every customer’s home – in an engaging yet witty manner in the TV commercials,” he said.

     

    Added Chintan Ruparel and Anuj Gosalia, Co-Founders of TTT: ”We’re keen to partner with the world’s best brands on great storytelling, but we find the agency model and system a little outdated. That’s why we don’t ‘service’ them, we collaborate with them. Kohler had already partnered us on one such collaboration for the digital medium, which is our domain. So when they asked us to have a go at their mainline campaign, we made an exception because they’re great people to work with, and share the same passion and enthusiasm about having a good story at the heart of whatever they make.”

     

  • The brand’s latest digital film shows the young and restless festive spirit of the youth

    Spykar’s latest digital film targets young millennials

    By A Correspondent

     

    As Durga Puja draws closer, Spykar India has announced its brand campaign named #FASTMEETSFESTIVE specially targeting the millennials of Kolkata.

     

    The montage film brings together Suyasha Sengupta, a singer and musician, Chitrangada Chakraborty an actor & photographer, Sambit Chatterjee a drummer and musician, and Ayushman Mitra, an artist and entrepreneur doing what they do best in their own spheres.

     

    Sharing his views on the film, Sanjay Vakharia, COO, Spykar, said: “We see our brand as truly young and restless which is why we wanted to associate with these four young influencers and make them our brand ambassadors. They are not only talented but also fierce, edgy, fun and of course constantly restless and hungry to create something unique with their vision. Our clothes symbolise the same spirit and they look great in them!”

     

    Added Suvajyoti Ghosh, Co-Founder and Managing Director at Brandmovers India: “Spykar is an exuberant and youthful brand and we wanted to create a film for the festive season that would stand out. These four faces are unique and fresh and doing really well for themselves – we tried to capture them in their real habitats and bring out the essence of the young and restless brand”

     

  • Challenges the notion that 'Healthy is a daunting & difficult pursuit'

    Saffola encourages people to find their own ways of becoming fit

    By A Correspondent

     

    Marico Limited’s health care brand, Saffola Oils, has announced the launch of its new campaign, which challenges the popular perception that ‘Healthy is a daunting and difficult pursuit’, encouraging people to find their own individual ways of being fit and heart healthy.

     

    Commenting on the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Saffola, is known for heart health and understands that people have their own ways in which they blend health into their lifestyle. Through this new brand campaign, Saffola strives to encourage and applaud the actions to discover individual ways of being fit and heart-healthy, so that health becomes not only a journey, but a sustainable part of one’s life.”

     

    Added Pradyumna Chauhan, National Creative Director, McCann Worldgroup: “Everyone wants to be healthy and yet people struggle with it a lot too. Is there a way out? Yes. And that is, to do healthy your way. Only when we take healthy steps that we enjoy doing, are we able to sustain them towards our journey to stay fit and have a healthy heart. This insight formed the bedrock for our Saffola oils campaign this time. Rendered with an energetic, inspiring track, the campaign tells people whatever their health efforts and needs, there is always a healthy Saffola oil to partner you in that journey for health.”