MxMIndia

Category: MARKETING

  • Treat is Britannia’s largest selling sandwich creams brand, and it is back with a new product range, with crunchier, tastier, shells, and super soft cream in between

    Britannia assures consumers where to find the real treat for its biscuit brand

    By A Correspondent

     

    Britannia has unveiled a new campaign for its sandwich brand – Britannia Treat.

     

    The TVC, titled ‘Asli-Treat-is-in-The-Middle’, was the coinage that the brand felt best captures what the product delivers.

     

    Puneet Kapoor, Executive Creative Director, McCann had this to say, “It’s rare that the main product design idea and the human insight converge the way it did with this brief. Keeping it simple, elegant and a lot of fun was the way to go. But simplicity in communication is what you arrive at eventually if you keep at it. We’re glad that McCann and Britannia teams stuck to it with a beautiful delivery from the Hungry Films team.”

  • The film questions the consumer’s judgement abilities based on what they see

    Publicis India’s film for Cremica Golden Bytes

    By A Correspondent

     

    Cremica, the premium cookie brand from Mrs Bectors Foods Specialities, has rolled out a new film for its recently Cremica Golden Bytes.

     

    Conceptualised and executed by Publicis India, the film questions the consumer’s judgement abilities based on what they see.

     

    Commenting on the marketing objective behind the film, Anoop Bector, MD, Mrs Bectors Foods Specialities said: “We are excited about our new premium cookie launch – Golden Bytes, a step ahead in establishing ourselves in the premium cookie segment. In our communication we have kept the focus on the core of biscuit – a perfect combination of crunch and butter softness making it “Jitna Buttery Itna Crunchy””

     

    Highlighting the creative insight and objective behind the film, Nitin Pradhan, Head of Creative, Publicis India said: “For a new biscuit brand where product differentiation is only incremental, the communication becomes that much more critical. We found merit in keeping the focus of the story on the biscuit and bumped on the talking biscuit device. A couple coming across a ‘touchy’ biscuit that snaps at them in an otherwise regular afternoon was something that we all felt excited about. The casual banter capturing the core feature (Jitna buttery, utna crunchy) seemed quite cheeky, yet simple and focused.”

     

     

  • This campaign is focused on the value that Pepperfry is delivering for consumers this year via the "Happy Diwali Sale"

    Pepperfry.com unveils its festive campaign

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualised by Law & Kenneth Saatchi & Saatchi.

     

    Said Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “While we had to talk about discounts for Diwali, we wanted to retain the flavour of what we’ve done for the brand historically”.

     

    Commenting on the new campaign, Kashyap Vadapalli, CMO, Pepperfry, said: “Pepperfry is at the forefront of providing value to furniture consumers in India. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfil their needs. These 30 days are also the key furniture buying period from a seasonality perspective and our sale and the campaign are targeted to provide us with a business-growth win.”

     

     

  • Dice Media will also create an exclusive music video for the series, which will be distributed by industry giant, T-Series. The web series will start airing on September 27

    Mindshare Content+ and Pocket Aces partner Kurkure to create sitcom web series

    By A Correspondent5

     

    PepsiCo’s snack brand Kurkure has partnered with Mindshare Content+ and digital entertainment company Pocket Aces to create a new web series, “2By3”. This is the first of its kind bespoke series created on Kurkure’s brand philosophy- “Khul Jaaye Toh Family Bann Jaaye”. The four-episode series will release on Dice Media, Pocket Aces’ long-form content channel.

     

    Commenting on this initiative, Devendra Deshpande, Head Content+ said, “To partner with Pocket Aces and Kurkure for this new initiative is indeed an exciting new endeavour for us. The team at Content+ had a lot of fun working with Pocket Aces, who conceptualised and wrote this web series. Such content that connects with the mood of the moment results in a ripple effect.  2by3 will engage with the audience and bring out the sentiment of ’Kurkure khul jaaye toh family bann jaaye.”

     

    Added Aditi Shrivastava, Co-founder of Pocket Aces: “It is very exciting to have a brand like Kurkure partner with us. They are a large, mass-focused brand that have been advertising on mediums like TV and print for ages. By supporting a digital web series, they are making a statement that even traditional advertisers now understand the huge advantage that digital has to offer – high quality innovative content coupled with transparency of data in terms of seeing exactly who the content reached, who viewed it, getting audience feedback instantaneously, and being able to talk to them directly. This makes digital a highly engaged 2-way medium, which is invaluable. At Pocket Aces, we are reaching over 40 million people weekly in this manner, and are confident that Kurkure will see the benefit of this from “2By3””.

     

    Said Vani Gupta Dandia, Marketing Director, Indian Snacks, Foods at PepsiCo: ”2By3 will show the audience that Kurkure as a brand is very similar to them – quirky and whacky, yet rooted in family. Unlike other creators, the team at Dice Media hasn’t focused only on product placement, but has tailored the series around the brand’s core philosophy in a new age context which is relevant to the youth of today. The characters hence become ambassadors who embody the messaging of the brand – they are regular people just like you and me, and hence can be much more effective in making a place for the brand in the hearts of our consumers.”

  • 360-degree marketing campaign showcasing incredible picture and sound quality of Sony’s new range of Bravia TVs

    Sony rolls out Bravia marketing campaign

    By A Correspondent

     

    Sony India has launched its new festive campaign titled “Respect every colour”.

     

    Said Yuichi Hasegawa, Head of Marketing, Sony India: “The Sony Bravia range of televisions has always stood for breath-taking details, vivid colours, striking contrast and exceptional sound quality. Through this commercial, we have endeavoured to showcase BRAVIA’s Bravia’s tradition of celebrating colours.“We are very happy with the translation of the brief done by our creative agency, McCann India for this project.”

     

    Added Prateek Bhardwaj, National Creative Director, McCann Worldgroup: “Colours carry deep meaning in Indian traditions and festivities. Our message was that if the role colours play in our culture is so important, they deserve a Bravia to be viewed on.”

     

  • The celebrity duo to feature in Fossil’s first ever multimedia campaign in India – FossilFirsts

    Fossil announces Varun Dhawan & Shruti Haasan as brand ambassadors

    By A Correspondent

     

    Fossil has announced Bollywood actors Varun Dhawan and Shruti Haasan as its brand ambassadors. The two will feature in the brand’s first ever multimedia campaign launching throughout India by the end of the year.

     

    Speaking on the arrangement, Johnson Verghese, Managing Director, Fossil India said:“We are very excited to partner with young, refreshing talents like Varun and Shruti. They not only represent the next generation of Fossil fans, they also personify a rare blend of talent, class, intelligence and popularity.”

  • The campaign puts forth the idea of seamless fit that the clothing enables, coupled with a wide versatility in style

    DDB Mudra West crafts ‘All Work, All Play’ for fbb’s latest Chinos Collection

    By A Correspondent

     

    Fbb by Future Group has unveiled a new ad campaign for its Chinos range created by DDB Mudra West.

     

    For this campaign, DDB Mudra West opted for a 360-degree approach with concentration on television, digital, print and outdoor medium. Speak on the campaign, Prachi Mohapatra, Marketing Head, Fbb said: “We identified the huge potential that Chinos has and wanted to bring alive the versatility of this product. Hence the name, All Work, All Play for the campaign.

     

    Added Ashish Phatak, Executive Creative Director, DDB Mudra West: “Every campaign for fbb is an attempt to shake-up the existing communication norms in the category. And with the Fbb Chinos campaign, it was no different. To showcase the versatility of the Fbb Chinos range, our proposition of ‘All work. All Play’ just summed up the product offering perfectly and we unraveled the different roles of Varun Dhawan with a unique inward moving visual treatment through the different chinos he is wearing. All this making for a fun narrative that glorifies the all-rounder character of Fbb’s Chinos and Varun Dhawan.

     

     

  • The account will be serviced from Bangalore

    WeWork assigns digital marketing mandate to iProspect India

    By A Correspondent

     

    iProspect India has bagged the digital media mandate for shared workspace brand, WeWork in India. The account was won via a multi-agency pitch.

     

    Said Rubeena Singh, CEO, iProspect India: “WeWork is a celebrated global company and we are excited to partner with them in their India foray. Given that the DNA of the brand is contemporary and progressive, it opens up myriad possibilities to be leveraged effectively in the digital space. The team is working on a tailor-made digital strategy for WeWork. We are positive our efforts will help them take their business forward.”

     

    Added Karan Virwani, Director, WeWork India: “WeWork is a global network of workspaces where companies grow together. Teams of any size can find refreshingly designed collaborative space, private offices, and meeting rooms that energize their employees and their guests. We understand that our audience is highly active on digital and choosing the right digital partner is integral for our business. iProspect India is one of the largest digital performance agencies in India and we are delighted to have them work alongside us in achieving our business objectives,”.

     

  • Metro Shoes will be running a print, digital and outdoor campaigns featuring Katrina and Siddharth

    Metro Shoes ropes in Katrina Kaif and Siddharth Malhotra as brand ambassadors

    By A Correspondent

     

    Metro Shoes has appointed Katrina Kaif and Siddharth Malhotra as its new brand ambassadors. Talking about the association, Farah Malik, CEO & MD, Metro Shoes Ltd. said: “We are delighted to have Katrina Kaif and Siddharth Malhotra representing Metro Shoes Ltd. They are the perfect embodiment of what we stand for – distinctive style with a confident and a sparkling personality. Our new campaign aims to be a strong fashion-forward statement which is aptly represented by trendsetters Katrina and Siddharth. We look forward to charting an exciting brand journey with them.”

  • Enjoy a hassle-free, quick, easy and smarter way to pay for all you buy – big or small

    Bajaj Finserv’s ‘Think it. Done’ campaign

     

     

    Bajaj Finserv, through its lending arm Bajaj Finance Litd, is currently running a campaign ’titled Think it. Done’. The campaign aims at offering consumers an opportunity to celebrate the festive season by availing hassle-free shopping through the EMI Network. Further, it focuses on the consumer benefits and the widest range of products one can buy through Bajaj Finserv’s EMI network,

     

    ‘Think it. Done’ is an expression of the brand’s proposition to make customers’ life pursuits seamless with the Bajaj Finserv EMI Network, notes a communique adding that the TVC concept summarises the core thought of how Bajaj Finserv is creating new possibilities and redefining paradigms for its users, notes a communique.

     

     

  • IDBI Federal’s latest digital campaign, #BabyGotPlans ,is firmly rooted in the milieu of increased choices and limited planning

    IDBI Fed Life unveils campaign for children’s future solutions

     

     

    IDBI Federal Life’s latest digital campaign, #BabyGotPlans, is firmly rooted in the milieu of increased choices and limited planning that children have today.

     

    Said Karthik Raman, Chief Marketing Officer, IDBI Federal Life: “Despite all the joy that comes from raising a child, it comes with its own set of challenges. These include rising cost of education and increasing competition. And when you add to this your baby’s individual plans for his/her career, the entire planning exercise can seem like a roller coaster ride. A kneejerk reaction that most parents have towards this is to sacrifice their own plans to build a bright future for their children. The campaign’s clear objective is to make young parents realise that with appropriate planning, one can accomplish children’s as well as their own aspirations as individuals.”

     

    The campaign has been conceptualised and executed by Social Kinnect, IDBI Federal Life Insurance’s digital agency.

     

  • Taproot was Indian Agency of the Year and wins a Grand Prix for 'Adidas Odds' along with McCann for 'Immunity Charm'

    Taproot tops Spikes Asia

     

    By A Correspondent

     

    There was much disappointment when the Adidas Odds campaign did win big at the 2017 Cannes Lions. We expected it to, just as we were certain the Bajaj V would also earn back rich laurels.

     

    But then these things happens at all jury-led events and for Taproot, accolades (and metals) at D&AD, OneShow, Adfest or Cannes on the international arena have meant some satisfaction. And now the Adidas Odds campaign has bagged the biggest award at Spikes Asia – the Integrated Grand Prix. Taproot Dentsu has also named as the Indian Agency of the Year Award on the back of 10 metals.

     

    Says Santosh Padhi, Co-founder and Chief Creative Officer with a smile: “Though I was bit disappointed with Cannes results, as I felt it was under rewarded with just three lions at Cannes, but this has made up for that,” adding: “Spikes Asia is one of the reputed Advertising Award Shows of Asia, We are happy to got two of the greatest honors at Spikes Asia this year in form of a “Integrated grand Prix” and “India Agency Of The Year” awards.

     

    And his comments on topping the country at Spikes? “This is not the first time we have fetched this title of Agency Of The Year on global forum… Last year at Clio we were the India Agency of the Year.  In 2012 we were Adfest Agency of the year, at many occasions at various awards shows we have topped the table for India nothing gives us more high than to represent the nation at such international forums”

     

    The other Grand Prix bagged by an Indian Agency was in the ‘Good’ category. And it was presented to McCann for “The Immunity Charm” for the Ministry Of Public Health, Afghanistan

     

    Meanwhile, the 2017 edition of Spikes Asia closed with the Spikes Asia Awards last weekend where members of the creative industry from across Asia-Pacific gathered to celebrate and honour the best work from the region.

     

    This year, Spikes received 4,301 entries from 23 countries. In addition to the 20 award categories announced at the Spikes Asia Awards, the ceremony also announced the recipients of: Media Agency of the Year, Independent Agency of the Year, Network of the Year, Asia-Pacific Agency of the Year Award the Spikes Palm Award, the Grand Prix for Good and the Country Agency of the Year Award a new award that celebrates agency performance at a national level.

     

    Said Terry Savage, Co-Chairman of Spikes Asia on how this year’s crop of winning work was a shining example of how the Asia-Pacific region was embracing new creative trends: “There’s been a growing movement of brands and their creative partners producing a new kind of work that goes beyond advertising. The ideas being recognised at Spikes this year show brands breaking out of traditional channels, impacting culture and delivering business results.”

     

    This year’s winners were:

    Creative Effectiveness
    2 Spikes from 19 entries were awarded including 1 Creative Effectiveness Spike
    The Creative Effectiveness Grand Prix went to Colenso BBDO, Auckland, New Zealand for their campaign ‘Brewtroleum’ for DB Breweries/Heineken

    Design
    39 Spikes from 350 entries were awarded including 3 Gold Spikes, 14 Silver Spikes and 21 Bronze Spikes.
    CJ WORX, Bangkok, Thailand won the Design Grand Prix for ‘The Unusual Football Field Project’, AP Thailand

    Digital
    44 Spikes from 407 entries were awarded including 4 Gold Spikes, 17 Silver Spikes and 22 Bronze Spikes.
    Clemenger BBDO Melbourne, Australia, won its first Grand Prix for ‘Meet Graham’ for the Transport Accident Commission Victoria

    Digital Craft
    17 Spikes from 131 entries were awarded including 2 Gold Spikes, 5 Silver Spikes and 9 Bronze Spikes.
    The Grand Prix was awarded to R/GA Sydney, Australia for its campaign ‘Through the Dark’ for Google

    Direct
    37 Spikes from 291 entries were awarded including 2 Gold Spikes, 14 Silver Spikes and 20 Bronze Spikes.
    Clemenger BBDO Melbourne, Australia won its second Grand Prix for ‘Meet Graham’ for the Transport Accident Commission Victoria

    Entertainment
    13 Spikes from 126 entries were awarded including 2 Gold Spikes, 4 Silver Spikes and 6 Bronze Spikes.
    The Grand Prix was awarded to Hakuhodo Inc., Tokyo, Japan for their campaign ‘Gravity Cat’ for Sony Interactive Entertainment Inc.

    Film
    37 Spikes from 379 entries were awarded 6 Gold Spikes, 12 Silver Spikes and 18 Bronze Spikes.
    Colenso BBDO, Auckland, New Zealand won the Grand Prix for their campaign “Hard Man to Impress”, “Scared” and “Treehouse” for Pedigree

    Film Craft
    43 Spikes from 441 entries were awarded including 6 Gold Spikes, 14 Silver Spikes and 23 Bronze Spikes.
    There was no Grand Prix awarded

    Healthcare
    25 Spikes from 188 entries were awarded including 4 Gold Spikes, 6 Silver Spikes and 14 Bronze Spikes
    Clemenger BBDO Melbourne, Australia won its third Grand Prix of the evening for ‘Meet Graham’ for the Transport Accident Commission Victoria

    Innovation
    3 Spikes from 32 entries were awarded including 2 Innovation Spikes. The Grand Prix was presented to Dentsu Inc., Tokyo, Japan for ‘Smile Lock Outlet’ for Toyota

    Integrated
    6 Spikes from 43 entries were awarded including 1 Gold Spike, 2 Silver Spikes and 2 Bronze Spikes.
    The Grand Prix was presented to Taproot Dentsu, Mumbai, India for ‘Adidas Odds’ for Adidas

    Media
    37 Spikes from 333 entries were awarded including 7 Gold Spikes, 14 Silver Spikes and 15 Bronze Spikes.
    McCann Melbourne, Australia won the Grand Prix for ‘Made Possible by Melbourne’ for the University Of Melbourne

    Mobile
    20 Spikes from 173 entries were awarded including 3 Gold Spikes, 5 Silver Spikes and 11 Bronze Spikes
    The Grand Prix was awarded to MediaMonks, Amsterdam / Google Asia Pacific, Singapore / Lenovo, Singapore / Marina Bay Sands, Singapore / WWF Singapore, The Netherlands for ‘Arts Science Museum: Into the Wild’ for Google, Lenovo and WWF

    Music
    7 Spikes from 56 entries were awarded including 1 Gold Spike, 2 Silver Spikes and 3 Bronze Spikes.
    Host Sydney, Australia won the Grand Prix for ‘Summer Wonderland’ for Air New Zealand

    Outdoor
    28 Spikes from 293 entries were awarded including 4 Gold Spikes, 13 Silver Spikes and 10 Bronze Spikes.
    CJ WORX, Bangkok, Thailand won its second Grand Prix of the evening for ‘The Unusual Football Field Project’, AP (Thailand)

    PR
    26 Spikes from 264 entries were awarded including 4 Gold Spikes, 8 Silver Spikes and 13 Bronze Spikes.
    The Grand Prix was awarded to Clemenger BBDO Melbourne, Australia for ‘Meet Graham’ for the Transport Accident Commission Victoria

    Print & Outdoor Craft
    17 Spikes from 177 entries were awarded including 3 Gold Spikes, 6 Silver Spikes and 7 Bronze Spikes.
    Ogilvy & Mather Japan, Tokyo, Japan won the Grand Prix for its campaign ‘Flounder Fish’, ‘Octopus’, ‘Lotus Root’, ‘Mackerel’, ‘Onion’, ‘Mushroom’ and ‘Okra’ for Sagawa Shoyu Inc.

    Print & Publishing
    10 Spikes from 148 entries were awarded including 3 Gold Spikes, 4 Silver Spikes and 2 Bronze Spikes.
    Ogilvy, Bangkok, Thailand, were awarded the Grand Prix for ‘Build the Future 1’ for Dksh (Thailand) Ltd.

    Promo & Activation
    26 Spikes from 346 entries were awarded including 4 Gold Spikes, 6 Silver Spikes and 15 Bronze Spikes.
    The Grand Prix was awarded to CJ WORX, Bangkok, Thailand for ‘The Unusual Football Field Project’ for AP Thailand

    Radio
    12 Spikes from 104 entries were awarded including 1 Gold Spike, 4 Silver Spikes and 6 Bronze Spikes.
    Bashful, Sydney / Kind Agency, Sydney, Australia were awarded the Grand Prix for ‘Smartwig’ for The Star Sydney

     

    The Grand Prix for Good was presented to McCann India, Mumbai / McCann Health, Mumbai, India for “The Immunity Charm”, Ministry Of Public Health, Afghanistan

    Younghee Lee, Chief Marketing Officer of Samsung Electronics and Head of Global Marketing for Samsung’s Mobile Business accepted the Spikes Asia Advertiser of the Year Award.

    Network of the Year was presented to BBDO with Dentsu coming second and Ogilvy & Mather in third place.

    Dentsu Inc., Tokyo, Japan received the Asia-Pacific Agency of the Year, Clemenger BBDO Melbourne, Australia took second place with Colenso BBDO, Auckland, New Zealand in third.

    The Independent Agency of the Year was awarded to CJ WORX, Bangkok, Thailand, Fred & Farid Shanghai, China came second and Enjin, Tokyo, Japan came third.

    Media Agency of the Year was awarded to PHD, Auckland, New Zealand, OMD Singapore, Singapore was second with Dentsu X, Makati, The Philippines in third place.

    Tohokushinsha Film Corporation, Japan received the Spikes Palm, Revolver/Will O’Rourke, Australia came second and Joinery, USA in third.

    The Country Agency of the Year, a new award for 2017 saw the agencies below receive the honour of the most awarded agency in their respective countries.

    Japan: Dentsu Inc., Tokyo
    Australia: Clemenger BBDO, Melbourne
    Singapore: Ogilvy & Mather, Singapore
    China: Fred & Farid Shanghai
    India: Taproot Dentsu, Mumbai
    Thailand: CJ WORX, Bangkok
    The Philippines: Dentsu Jayme Syfu, Makati City
    South Korea: Cheil Worldwide, Seoul
    Hong Kong: Cheil Worldwide, Hong Kong
    Malaysia: Isobar, Kuala Lumpur
    Indonesia: Hakuhodo Indonesia, Jakarta
    New Zealand: Colenso BBDO, Auckland