MxMIndia

Category: MARKETING

  • The relationship will be run by DDB Mudra's Delhi office

    Royal Enfield hands over upcoming creative project to DDB Mudra

    By A Correspondent

     

    DDB Mudra Group has bagged the creative mandate from Royal Enfield for one of its key forthcoming projects.

     

    Speaking on the decision, Chandan Jha, Head – Brand Strategy, Royal Enfield said: “As Royal Enfield moves into the next phase of its global foray, we are always looking for partners who understand our purpose and will help us build the brand. The DDB team brought in a differentiated strategy and demonstrated digital-enabled creative thinking. We look forward to a fruitful partnership.”

     

    The relationship will be run by DDB Mudra’s Delhi office. Added Vandana Das, President and Managing Partner DDB Mudra North: “Royal Enfield Project win for us is a phenomenal win. We are confident of contributing as partners & enjoying the ride as we move along together on this journey.”

     

    Said Sumeer Mathur, Head of Strategic Planning, DDB Mudra North who will lead the communication strategy for the launch: “To partner an iconic Indian brand as it reaches out to global consumers is both exhilarating and challenging, we are thrilled to ride alongside Royal Enfield.”

     

    The creative function will be led by Vishnu Srivatsav, Creative Head, DDB Mudra South.

  • The campaign showcases how football has caught the imagination of young India both on and off the pitch

    Adidas unveils campaign around the FIFA U-17 World Cup

    By A Correspondent

     

    Adidas has launched its new campaign that aims to inspire young football creators in India and to kickstart a football revolution.

     

    Sharing his thoughts on the campaign conceptualised by Cheil WW India, Sean van Wyk, Senior Marketing Director, Adidas India, said, “The football creator is obsessed. His appetite to play and consume football across platforms is unrelenting. Our campaign aims to capture the emotion and intensity behind every young player and inspire them to take their rightful position on the world stage. It’s their story, their sweat, to emerge as the best which is the essence of our campaign. adidas has been at the forefront of the game across the world and with India being the host nation for the 2017 FIFA U-17World Cup, we want to inspire the Indian youth to create their own future.”

     

    Speaking about the campaign, Aneesh Jaisinghani, Group Creative Director, Cheil WW India said:  “It is for the first time that FIFA U17 World Cup is taking place in India and we wanted to take this opportunity to inspire the youth to see football as their prospective future. For this, we opted for a slow paced execution that romanticised the rituals, the passion and the obsession of these young footballers irrespective of what level of football or where they play. This campaign is yet another step towards achieving adidas’ mission of encouraging a culture of sports in India. We hope to see it becoming an anthem soon!”

  • The campaign will witness a 360 degree marketing approach across all mediums of print, radio, television and social media

    Alia Bhatt romances Caprese bags in new film

    By A Correspondent

     

    Caprese has unveiled its Autumn Winter campaign that features brand ambassador Alia Bhatt romancing Caprese bags against the beautiful Italian backdrop.

     

    Speaking about the marketing approach, Sudip Ghose, Senior Vice President –Sales, Marketing and Service, VIP Industries said: “Caprese brand is dedicated to bringing international high-fashion handbags and accessories to the Indian women and this autumn winter campaign from Caprese brand has been developed to appeal to every Caprese Girl out there who deserves the best of everything in life.”

     

    The campaign will witness a 360-degree marketing approach across all mediums of print, radio, television and social media.

  • This is Unlockd’s eighth market launch and its first in India

    Aircel partners with Unlockd for mobile loyalty programme

    By A Correspondent

     

    Global value exchange mobile platform Unlockd has announced a partnership with mobile service provider Aircel as also launched  ‘Aircel Open2Earn’ app, powered by Unlockd. This is Unlockd’s eighth market launch and its first in India. The app provides a value-based proposition for Aircel users, rewarding them with Rs. 10 credit every week for simply unlocking their phone and viewing personalised ads, deals and offers, effectively converting their attention into rewards.

     

    Said Unlockd Co-Founder and CEO Matt Berriman: “Giving back to mobile users for the time they already spend on their devices has always been my vision of our company, something people are habitually doing every day, and I believe this is why our business has seen such strong success globally in many markets. We’re truly excited to bring our platform to one of the world’s most progressive, fastest growing and dynamic markets, one in which a billion Indians spend hours a day on mobile devices. I’ve always had the vision to provide people a valuable reward for the time they spend on their mobile devices and we can provide Aircel customers up to Rs 40 per month in top up credit, making a significant difference to their monthly mobile expense, whilst also providing personalised offers, deals and coupons from some of the country’s best-known and loved brands.”

     

    Added Anupam Vasudev, Chief Marketing Officer of Aircel: “In a highly fragmented market, a proposition like Unlockd’s provides Aircel with a unique opportunity to build stronger relationships with our customers by rewarding them for something they are doing every day – spending time on their mobile devices. A model like this we believe will go a long way built customer stickiness on our platform and reduce churn.”

     

  • The company targets GMV of $150 Million during this festive season, ending in January 2018

    MobiKwik launches new brand campaign – Paisa Bana Powerful’

     

     

    MobiKwik has unveiled a new brand campaign titled Paisa Bana Powerful promising more value for every rupee to its users. This festive season, users will get at least 5 per cent ‘Supercash’ on every transaction on MobiKwik app and BSNL-MobiKwik app. Over two million merchants, pan-India are powered by MobiKwik for digital payments.

     

    “This festive season, we are rewarding our loyal users with minimum 5% saving on every transaction done on the MobiKwik platform. The campaign also aims to establish a stronger connect with our users. Around 45 million MobiKwik users have earned more than 97 crore rupees Supercash in the past 7 months and we hope to double these figures with the new campaign, said Akash Gupta, Vice President  Marketing at MobiKwik.

     

    The ad blitz coincides with the ensuing festive season and will run over a period of three months covering print, television, radio and the digital space. With this campaign, MobiKwik aims to receive a 45 per cent jump in transactions.

  • #WeArePearson, the new brand campaign, makes learning more accessible, fun and experiential for everyone

    Pearson unveils new brand campaign on completion of 20 years

    By A Correspondent

     

    To celebrate 20 years in India, Pearson has announced the launch of its new brand campaign #WeArePearson. The campaign, notes a communique, personifies the over 20 years Indian legacy of Pearson, and takes one back to an era where legends like Albert Einstein started inspiring the world and changing the face of education.

     

    Said Vikas Singh, Managing Director, Pearson India: “We are extremely excited and proud as we celebrate 20th anniversary in India. In the last two decades, we have come a long way in becoming the preferred partner for educators and learners alike, by bringing our global learning platforms and practices to India. We have a formidable presence across all segments of education and now we are looking at the next generation of courseware and digital solutions which aims to transform the face of the Indian education system.”

  • #PLAYINSPIRE is a montage of young, gritty, super-skilled footballers from across the country who are revelling in the football frenzy

    Hero MotoCorp unveils its FIFA U-17 World Cup campaign

     

     

    Hero MotoCorp, the national supporter of the ongoing FIFA U-17 World Cup has a TVC and digital drive coinciding with the tournament. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi.

     

    Said Debarjyo Nandi, Senior Vice President, Law & Kenneth Saatchi & Saatchi said about the film: “It’s rare to find work and something you love come together. So this one was special for me personally. It was also a revelation to discover the amazing football talent that exists out there. Thanks to Hero being true to their cause for football, this amazing talent pool came together for this film. It was an absolute joy to work with people who are also as passionate about football.”

  • The concept of 'Endless Ways' comes alive in this TV commercial as they show a young couple having a potential tiff

    Max Fashion takes a fresh stand on contemporary urban lifestyle

    By A Correspondent

     

    Max Fashion has launched its latest TV commercial that has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff. Max has redefined fashion by being the only brand addressing the fashion appetite of the contemporary young family.

     

    The concept of ‘Endless Ways’ comes alive in this TV commercial as they show a young couple having a potential tiff which ends with smiles all around, as Max saves the day with its endless looks.

     

    Speaking on the campaign, Jiten Mahendra, Vice President – Marketing, Max Fashion said: “Max Fashion is in its 12th year in India and is present in over 70 cities and 180 stores across India. The brand continues to reinforce its role in facilitating fashion by delivering a convergence of fashion and value. The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”

     

    Sharing his views on the creative thought process behind the TVC, Senthil Kumar, Chief Creative Officer, JWT commented:“This is Max Fashion’s third TVC and second season of the ‘Endless Ways’ campaign. It was important to continue the journey of humour-led human stories and showcase ‘over 3000 different styles to choose from’ as it perfectly reflects the brand’s personality. Max being a brand that is fashionable yet affordable, fitted in seamlessly with the campaign idea of ‘Endless Ways’ while also subtly establishing itself as a brand that brings people together.”

  • #MadeOfMilk has been launched with an aim to create a property that reflects what Havmor stands for

    Havmor’s latest campaign reveals its new brand repositioning

    By A Correspondent

     

    In line with its core brand philosophy and as part of a strategic brand repositioning exercise, Havmor released its latest #MadeOfMilk series with Cool Gaiz (cows).

     

    Conceptualised by Creativeland Asia, which recently won the brand’s creative duties, this is the first in a series of three-second to 20 second spots highlighting Havmor’s proposition of real milk ice cream.

     

    #MadeOfMilk has been launched with an aim to create a property that reflects what Havmor stands for. The insight behind the series, is to grab the attention of the consumer and create a lasting impression of the brand message. The ten second film shows two animated cows in a cold barn who are obsessed with Havmor Ice Cream.

     

    About the newly launched communication, Chaitanya Rele, VP – Head of Marketing, Havmor Ice Cream Ltd said: “We want to establish Havmor as a brand synonymous with real milk ice cream. And who better to tell this story than cows themselves. The communication for Havmor has always been fun filled and vibrant as the brand stands for goodness made real, and #MadeOfMilk pushes that thought further in a humorous way. With the help of the two Cool Gaiz, we want to catch the attention of the audience and make the brand memorable.”

     

    Added Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia Group: “In a world where our attention span is diminishing and every second matters, we have decided to create a series of 3 second to 20 second spots for Havmor Ice Cream. Even in the shortest duration, the message that Havmor Ice Creams are made from real milk has been built in both, subliminally and explicitly. The first in the series is a 10 second spot that very strategically focuses on familiarising people with the brand name. I am pretty sure it will be a clutter-breaker.”

  • The new identity symbolises the spirit and determination to know more and celebrates the brand being a window and a platform to explore and recreate their childlike curiosity

    Byju’s unveils new brand logo

    By A Correspondent

     

    Online educator Byju’s has unveiled its new identity and refreshed brand logo. Conceptualised from crowd sourced ideas from within the organisation, the refreshed logo has been designed by the in-house design and brand teams.

     

    Speaking about the new logo, Mrinal Mohit, Chief Operating Officer, Byju’s said: “The refreshed brand logo reflects our promise to create and deliver the best personalised and engaging learning experiences for students across grades. In the last six years, we have worked towards transforming learning in India and our new logo honours this journey and lays out a strong base for the future. While developing the new logo, we focused on three key elements – one, the new logo had to reflect simplicity and the fact that Byju’s is every child’s friendly learning companion; two, resonate with the brand’s focus to keep the curiosity alive amongst children and three, celebrate and encourage self-initiated learning. We strongly believe that the refreshed logo truly embodies these brand facets and represents the innovative and transformational journey of Byju’s”.

  • The purpose of the film is to emphasise the importance of a smile in our everyday life

    Britannia Good Day puts out a message on eve of World Smile Day

    By A Correspondent

     

    On the eve of World Smile Day on October 6, Britannia Good Day launched a digital film that is a narrative by an Indian Guard of Honour stationed outside India Gate and it captures a day at work.The film was conceptualised and executed by J Walter Thompson (JWT), Bengaluru.

     

    Said Prita Shivakumar, ECD, JWT:”I think this one has all the right ingredients to reach out and touch your heart. A brand that’s all about smiling more and celebrating the value of a smile through an unexpected and heartwarming story. A man who is compelled by virtue of what he does for a living, to withhold his smile. It’s only under such circumstances that you realize the value of that magical gesture – the human connection it forges and the goodwill it generates, all the more because a smile doesn’t expect anything in return. At the end of the story, the only thing I will say is, you know you want to curve your lips and smile at your fellow humans a lot more than you usually do. And if our story leaves a smile behind with you in the telling of it, well, we have reason to smile too!”

     

    Added Ali Harris Shere, VP – Marketing Britannia Industries: “As a run up to World Smile Day, Britannia Good Day is launching its first ever digital film, and we wanted to make sure it brilliantly does the two fold job of being a great story and effectively passing on the message of Smile More, that the brand wants to convey. We wanted to get people to realise they do not have any reasons not to smile and shouldn’t hold back – and to encourage this realisation we went on the opposite path to identify people who have reasons not to smile owing to their work regime, honour or commitment – the Indian Guard of honour being one of them. This is where the film stems from. We expect viewers will love this film and hope to impact them to smile more; meanwhile the film is also aimed at strengthening our brand salience and positioning.”

  • The campaign will work towards building Skoda’s SUV credentials and leverage it to enhance the pride of ownership for the brand

    Publicis India unveils integrated campaign for Skoda Kodiaq

    By A Correspondent

     

    Skoda has unveiled an integrated campaign conceptualised and executed by Publicis India will work towards building Skoda’s SUV credentials and leverage it to enhance the pride of ownership for the Skoda Kodiaq.

     

    Commenting on the marketing objective behind the launch of Kodiaq in India, Tarun Jha, Head of Marketing and Product, Skoda Auto India Pvt. Ltd. said: “The Škoda Kodiaq is a beautiful car. The word ‘beauty’ is not usually associated with SUVs, which tends to be associated more with ‘power’. This conflict led us to the proposition that ‘Power should always be beautiful’ and culminated in a larger message that appeals to the goodness in all of us to use our powers beautifully.”

     

    Speaking on the creative idea behind the film, Bobby Pawar, Managing Director and CCO – South Asia, Publicis India said:  “Skoda Kodiaq as an offering clearly stands out with a host of features that are best-in-class and it was only befitting that we complement it with a creative idea that was also a level up. With the current trends and the way world is moving ahead, it’s important that we associate with good side of power. The film captures stunning visuals of situations which are prevalent in the society and beautifully asks viewers to take a stand. We’re excited with the final outcome and look forward to the campaign striking a strong chord with the viewers. We appreciate that our client took such a bold step and supported us at every stage.”