MxMIndia

Category: MARKETING

  • Film with a healing touch released by Honourable Home Minister Shri. Rajnath Singh

    Kent RO builds a bridge of love between the nation and Kashmir in new film

    By A Correspondent

     

    “Vaadi-e-Kashmir”, a short film on Kashmir, a CSR initiative of Kent RO, dedicated to Kashmir has been created by Law & Kenneth Saatchi & Saatchi.

     

    Commenting on the film Mahesh Gupta, Chairman – Kent RO said: “The film celebrates the beauty of Kashmir and its people, and celebrates the love and togetherness that we share as a nation. The vision of this short six-minute film is to ‘make our brothers and sisters in Kashmir feel that the rest of the country stands with them’ and also open many more doors to bring us closer to each other.”

     

    The film is conceptualised by Praveen Kenneth, Chairman – Law & Kenneth Saatchi & Saatchi. Said Kenneth: ”The task at hand, keeping in mind the current sensitivity of Kashmir was challenging. We met a myriad of people, both in Kashmir and outside, to find a starting point. We had to keep it simple.”

     

    The film calls viewers to log on to www.dilsekashmir.com, a platform that’s been created for the people across the nation to send a message of love to the people of Kashmir.

     

  • Introduces a revolutionary new fabric ‘NICE’ that is Sweat-Free and Moisture-Absorbent

    Only Vimal highlights innovative features of new fabric in latest campaign by IBD

    By A Correspondent

     

    Percept agency IBD, which won the strategic and creative mandate for Only Vimal, the textile brand of Reliance after a competitive pitch last year, has released two awaited TVCs across electronic media pan India.

     

    Said Vivek Mehta, Head – Marketing, Reliance Industries Limited (Textiles) said: “The brand Only Vimal always stood for ‘fashion for the young trendsetter’. The youth in India are challenging ‘the status quo’, with a mindset of new possibilities, risk taking and a can do attitude. And they are doing all this in style. Only Vimal reflects their values by offering, ‘fabric and apparel which is not only technologically advanced and innovative but also stylish and world class in design values’.”

     

    Commenting on the new Vimal TVCs, Rahul Gupta, Managing Director, IBD said: “Last year saw us disrupting the category, with a strong and relevant positioning of “Superior Technology Fabric”, which lead to many other brands trying to do the same. This year we wanted to deepen our positioning by bringing in more differentiated products that are performance enhancers, which further facilitates in ranking Only Vimal as a truly Tech Forward brand.”

     

  • The film promotes Dabur Honey as the perfect ingredient for weight management

    Dabur Honey plays the weight loss expert, in latest film by Mullen Lintas

    By A Correspondent

     

    Dabur India has rolled out a new film promoting Dabur Honey as the perfect ingredient for weight management.Commenting on the objective behind the latest communication, Rajeev John, Marketing Head-Health Supplements of Dabur India said: “With Dabur Honey, we have always promoted a healthy life. One of the core benefits of Dabur Honey is that it helps manage your weight if consumed regularly. Thus, in our new campaign, we are communicating the message that consuming Dabur Honey every morning with warm water helps you ‘Stay Fit and Feel Young’. Targeted specifically towards married women, the campaign is based on very strong insight and we feel that everyone should make it a daily habit… A ritual. We feel that this will strongly resonate with our target audience.”

     

    The film by Mullen Lintas Delhi is based on a common perception that most women gain weight after getting married. As a brand, Dabur Honey is trying to build a healthy habit by telling them that drinking Dabur Honey with warm water every morning will help them keep their weight in check. Through this campaign, the brand hopes that consumers will adhere to the idea of consuming Dabur Honey every day for a healthy living.

     

    Highlighting the creative concept behind the film, Shriram Iyer, NCD, Mullen Lintas said: “We believe, every individual should take advantage of the benefits of Dabur Honey by making it a part of their daily routine. Hence, the task set for the new campaign was to encourage women to have a spoon full of Dabur Honey in the morning as it can help them stay fit and feel young. The communication has been targeted at married women and is based on a strong observation that people, in general, believe that after marriage a woman tends to put on weight. As post marriage, the lifestyle of a woman changes and this may result in weight gain.”

     

  • BookMyShow is now present in over 650 towns and cities across India, currently meeting the entertainment demands of millions of customers

    BookMyShow brings Starcom on board as media partner

    By A Correspondent

     

    Starcom has won the media mandate of BookMyShow. The mandate includes print, television, radio, cinema and outdoor. BookMyShow is India’s largest online entertainment ticketing platform that allows users to book tickets for movies, plays, sports and live events through its website, mobile app and mobile site.  BookMyShow is now present in over 650 towns and cities across India, currently meeting the entertainment demands of millions of customers.

     

    Says Mallikarjun Das, Group CEO, Starcom India: “We are pleased to be working with BookMyShow, a reputed brand and a one-stop destination for entertainment screenings and events in India. The Starcom approach is to drive human actions and thereby business outcomes through transformative experiences and data-driven communication. BookMyShow is expanding rapidly and we look forward to unlocking new consumer connections for them and delivering bang for the buck on their media investments. We will provide them with agile solutions and help them achieve maximum exposure and eyeballs.”

     

    Added Marzdi Kalianiwala, VP- Business Intelligence and Marketing, BookMyShow: “We are pleased to welcome Starcom on board as a strategic media partner and look forward to benefiting from their experience and expertise in integrated communication strategies. We have always kept our users at the centre of our universe and as we scale and embark on new and exciting opportunities, we are confident that together with Starcom we will be able to reach out to our users more effectively and efficiently.”

     

  • Micro-targeting using data to benefit advertisers, broadcasters and OTT owners

    Axis My India partners with TAM India to launch new consumer insight platform

    By A Correspondent

     

    Axis My India is partnering with TAM India to launch a one-stop consumer insights research platform, with one million+ respondents covering 670+ districts of India over a 12-month period that will answer the most preferred consumer brand(s) and most used consumed brand(s) across 40 product categories. It will also enable data users to micro-target segments of consumers geographically for effective localised marketing plan implementation, thus deriving higher ROI.

     

    Speaking on the occasion, Pradeep Gupta, Founder of Axis My India, said: “We have leveraged our inherent and historic strength of successfully executing electoral research across length and breadth of the country for building this new service. The extent to which culture, opinion, perception changes every 100 miles in our country has made me promise to myself to create a two way communication platform for marketers soon. Gradually, we endeavour to reach out to all the 250 million homes in India. Our past success in capturing the true voice of citizens about their preference and perceptions on governance parameters gives us great confidence in extending this expertise to provide similar insights to the brand owners in this country.”

     

    Commenting on Axis My India’s partnership with TAM, Gupta added, “Partnership with TAM is a significant milestone for us. TAM’s contribution towards the growth of Indian advertising andbroadcast industry since 1998 is well known and a documented fact not only in India but also globally. This partnership with TAM gives us access to advertising details of thousands of brands across media in India. These very brands are keen on making their presence felt in the minds & hearts of a diverse Indian market place.”

     

    Commenting on TAM India’s partnership with Axis My India, LV Krishnan, CEO, said, “It is equally exciting for us as data from Axis My India survey of onemillion+ respondents will be a single window for brand owners for addressing their quest to enable micro level marketing. This is making it a first of its kind research platform not only in India but across the globe. This will positively create a new set of expectations from Advertisers, Broadcasters & OTT players. Our in-house teams, S-Group & TAM Edge will work with Axis My India & Client teams closely to provide data insights for driving implementation of their marketing strategies at a granular level.”

     

    In November 2017, Axis My India is planning to come out with Phase I of the survey where the most preferred brand will be announced across 40 categories through its initiative of Trust Index.

     

  • Campaign adopts unique approach reflecting DHFL’s commitment to housing for all initiative

    DHFL launches new ad campaign – ‘Aisa Desh Ho Mera’

    By A Correspondent

     

    DHFL has rolled out its new ad campaign ‘Aisa Desh Ho Mera’ with the purpose of empowering people to own their dream home in India. The campaign in association with DHFL’s Brand Ambassador, Bollywood Superstar, Shah Rukh Khan has been conceptualised by Hyper Collective and directed by Nitesh Tiwari.

     

    Commenting on the rationale behind the campaign, Harshil Mehta, Joint Managing Director and CEO, DHFL said, “We are delighted to roll out this campaign which focuses on building conviction amongst the LMI segment that home ownership can now become an achievable reality. DHFL’s campaign ‘Aisa Desh Ho Mera’ envisions the social upliftment that owning a home can bring to the whole nation, through fulfilling the Housing for All vision being driven by the Government. We have conceptualized the campaign with great details basis in-depth insights gathered from the brand over the years. This is indeed a unique opportunity for DHFL to reinforce its commitment to expanding financial inclusion across the country and reiterate our 33-year old vision of offering affordable housing finance to fulfil the dreams of millions of Indians.”

     

    Capturing the essence of the campaign, K V Sridhar, Founder & Chief Creative Officer Hyper Collective said, “The new ad campaign has been brilliantly written, acted and directed to reiterate DHFL’s vision of providing Affordable Housing Finance. The campaign echoes the national sentiment of the need for every Indian to have a roof over their head and living their life to the fullest. Shah Rukh Khan has beautifully brought alive the few simple, and treasured moments of the life of a common man with so much ease and emotion.”

     

  • The campaign attempts to resonate with the digital generation’s impulse to follow their dreams

    Comic targets millennials through its campaign – ‘#DontListen Kar Daal’

     

     

    Comio India, the latest entrant into the value driven mid-segment smartphone category in India, has unveiled its brand campaign with the theme- ‘#DontListen Kar Daal’.

     

    Said Sumit Sehgal, Chief Marketing Officer, COMIO India on the launch: “The young generation today is willing to take on risks, break away from convention and go beyond the ordinary. Our campaign, ‘#DontListen Kar Daal’ expresses the same sentiment as is designed keeping in mind the aspirations of youth. COMIO aims to empower them with the power features of its smartphones – large memory, camera, battery life, speed and tons of other features. Through our very first campaign, we look forward to build an affinity with the youth and connect with them one-on-one.”

     

  • The campaign looks at the reality of our lives today

    Amazon gets ready for this festive season with #KaroMilkeTayyari

    By A Correspondent

     

    Amazon has announced the launch of The Amazon Great Indian Festival.Conceptualised by Ogilvy, Bangalore, the campaign has been directed for the Southern Region by Jerald Packiaswamy of Still Water films and the campaign for the rest of India is by Anupam Misra of Crazy Few Films.

     

    Said Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India: “This festive season, we wanted to remind India that the lead up and preparation for any festival is just as exciting and memorable as the festival itself – an opportunity to strengthen bonds that matter. From choosing what to buy for your loved ones, renewing our homes with products that were earmarked for purchase during the next Dassera/ Diwali, and buying products specifically required for the festival itself, preparations play a critical role in making the festive taiyarri memorable. Through our campaign, we want to urge people to take time off and invest it in creating memories with their loved ones. Brand Amazon always attempts to tell a story that our customers feel connected with, in a manner that is simple and relatable based on real Indian insights. While Amazon India is a preferred destination for most people for their shopping, #KaroMilkeTayyari aims to remind people of the importance of the human connect, whilst we take care of your shopping needs.”

     

    Added Azazul Haque, Chief Creative Officer, Ogilvy Bangalore: “In India festivals are not just a one-day event. And especially in this festive period, the preparations for the festival are as important and exciting as the day of festival itself. And being together in these festive preparations is as important as being together for the festival.”

     

    Said Kiran Ramamurthy, Executive Vice President, Ogilvy Bangalore commented: “In a festival-rich milieu, it is a challenge to find an insight that is fresh. And when, during consumer immersions, we discovered this rich territory of the joy of the festival getting magnified by the planning and preparation leading up to it, we knew we were on to something. The icing on the cake for this campaign has been in responding to the client mandate of finding two distinct region-specific expressions of the campaign.”

     

  • The new TVC features the company’s high-end range of 4K television series, designed to deliver picture quality and sound

    Panasonic launches new TVC with Ranbir

    By A Correspondent

     

    Panasonic India has launched its new TVC for its 2017 line-up of 4K Ultra HD TVs along with the UA7 sound system, featuring brand ambassador Ranbir Kapoor.

     

    Commenting on the new TVC, Sarthak Seth, Head – Brand & Marketing Communications, Panasonic India, said: “Rejoicing 99 years, we are constantly developing and providing productsto become a trusted partner of our customers. With festive season on a high, we are happy to launch our new campaign with Ranbir Kapoor, to boost the sales of our popular TV range. The commercial perfectly captures how the Shinobi Ultra range is designed to deliver picture quality and sound, delivering Greatest Cinematic Experience. With this campaign, we aim to build connect with our consumers and highlight our range equipped with superior Japanese technology.”

     

    According to creative agency Publicis Capital: “Panasonic as a brand always believed in offering the best to its consumers. This year with their launch of 4K TVs, they have strengthen the belief further. The latest communication announces the launch of Shinobi Ultra 4K TV series, the story revolves around the best 4K experience and captures the key features that takes the TV viewing experience to next level.”

     

  • Recently, Indian Terrain partnered with Dr. Prashanth Shah, Senior Consultant Paediatric and Congenital Cardiac Surgeon

    Indian Terrain signs Kunal Kapoor as brand ambassador

    By A Correspondent

     

    Indian Terrain has signed actor Kunal Kapoor as its brand ambassador.He was also the brand’s first ambassador in 2006 soon after the release of Rang De Basanti.

     

    Said Venky Rajagopal, CMD, Indian Terrain Fashions: “He is known for his incredible talent and is celebrated by young fashion followers across India for his cool and sophisticated style. He truly is a reflection of today’s Indian Terrain man. Today, when we are both much evolved and richer in our individual experiences, we wanted to partner with Kunal Kapoor again and take the brand to the next level”,

     

    Recently, Indian Terrain partnered with Dr. Prashanth Shah, Senior Consultant Paediatric and Congenital Cardiac Surgeon, who has saved numerous lives of children with congenital heart defects, for its property “Indian Terrain Champion Sportive Series”. It is also called #theheartride, where the total amount raised by registration at the events, will be matched by the brand to contribute towards surgeries.

     

  • Launches 360° campaign to stimulate the viewers’ passion for the hitting the road and the experiences that come with it

    Roadster rides upon new brand campaign

    By A Correspondent

     

    Roadster, one of the leading casual outdoorsy lifestyle brands in the country, launched a new brand campaign – The Road is Waiting. The integrated campaign reinforces the brand’s promise as a trusted highway companion for the young and restless. The commercial, created for TV and digital, is a rallying cry to explore the road and it’s multitude of experiences, drawing straight from the brand’s signature state of constant transit.

     

    Commenting on the new brand campaign, Gunjan Soni, Head, Jabong and CMO, Myntra, said,“Roadster has created a unique positioning in its own right and emerged a winner. This 360-degree campaign, while focusing on the brand story, also focuses on the brand’s product offerings. We want to be top of mind when a consumer is thinking of a great wardrobe fit for his or her journeys on the road.  This campaign is a tribute to those passionate explorers who have treaded paths less explored and is an inspiration to all those who aspire to experience it.”

     

    Added Manohar Kamath, Chief – Myntra Fashion Brands: “Roadster is one of the fastest growing apparel brands in the country today and its brand philosophy lies in waking the explorer within, helping people experience and realizing their passion for the road. The new campaign beckons the viewers hoping to entice them and make them enthusiastic to go on a journey themselves. We have strategically looked at ensuring the brand message and its product offering comes through effectively by using diverse set of mediums including TVC, OOH and Digital.”

     

  • Going forward, Disha shall be seen across ATL, BTL campaigns and also POSM

    Asus India announces Disha Patani as new brand ambassador

    By A Correspondent

     

    Asus, the Taiwanese digital major, announced DishaPatani as the new brand ambassador for laptops and smartphones.

     

    Commenting on the announcement, Arindam Saha, Head Marketing, ASUS India said, “We are so excited to have Disha as our new brand ambassador and welcome her into the ASUS family. Besides her incredible beauty, she stands for modernity, freshness, self-confidence, trendy, elegance and spontaneity. Everything that we convey through our wide product range. Besides, today we are catering to an audience that defines ambitious, forward-moving, non-stop pulse of India and Disha understands the pulse of this audience well. Her vibrant persona, pan-India appeal and her confident attitude makes her the perfect ambassador for our brand. We are confident that Disha’s popularity will further help complement and articulate the future direction of the brand ASUS.”