MxMIndia

Category: MARKETING

  • The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine

    Honda launches new campaign for CB Shine

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced its latest film for motorcycle brand, CB Shine. Developed by Dentsu One, the‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine whilst taking forward the core idea – ‘Shine Karna Sabko Accha Lagta Hai’.

     

    Said YS Guleria, Senior VP – Sales and Marketing at HMSL: “A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways”.

  • The new adWords experience will load pages faster so that the information needed is accessed instantly

    Google launches new AdWords experience

    By A Correspondent

     

    With the aim of providing a faster and more intuitive AdWords for advertisers to reach their business goals, Google India has launched its new AdWords facility.

     

    Said Jerry Dischler, Vice President of Product Management, AdWords: “Since introducing AdWords 15 years ago, we’ve seen a fundamental change in the way people find what they want, when they want it. We now use multiple devices throughout the day, and watch more videos and visit more websites and apps than ever before. This rise in complexity has created the need to reimagine AdWords, and over the past year, our product teams have been thinking hard about how we can make AdWords as relevant for the next 15 years as the first 15. With the new AdWords, there is less clutter and more intuitive workflows, allowing advertisers to now quickly make the changes that will move their business forward.”

  • The campaign stresses on the mobile phone’s unique selfie-taking feature – dual lens wide-angle selfie

    The Womb unveils campaign for ZenFone 4 Selfie Series from ASUS

    By A Correspondent

     

    Asus India has rolled out a product campaign following the unveiling of the ZenFone 4 Selfie Series this month. The campaign, crafted by The Womb, stresses on the mobile phone’s selfie-taking feature – dual lens wide-angle selfie.

     

    “Asus s a brand which thrives to pursue technological and aesthetic perfection through continuous innovation. We place ourselves in our customers’ shoes to develop a deep understanding of, and genuine empathy for, their needs—enabling us to create user experiences that transcend the norm,” said Arindam Saha, Head Marketing, at the device and computing major.

     

    To create abuzz leading to the launch date, IBS executed #DitchTheSelfieStick for the pre-launch campaign.

  • Will have exposure in nearly 200 English Premiere League and Bundesliga matches in this season

    Apollo Tyres makes a mark with its tie-up with EPL

    By A Correspondent

     

    Football is helping Apollo Tyres score with its consumers across geographies, notes a communique. The tyre major’s association with Manchester United Football Club and recently, with Crystal Palace Football Club, as their Official Tyre Partner, has provided the impetus to the company’s global growth journey, it is claimed.

     

    Several campaigns have been created by Apollo Tyres to engage with the youth and the football fans world over. The company has also used Augmented Reality to engage with the football enthusiasts. Taking the association with Manchester United to the next level, Apollo launched the special edition dual branded — Apollo and Man Utd — tyres for the football fans in the United Kingdom, Thailand, India and the Middle East region.

     

    Said Marco Paracciani, Chief Retail and Marketing Officer, Apollo Tyres: “We continue to focus on driving our growth agenda and football remains a key element of that strategy. It’s wide following and fast adoption, also in India, has helped us tremendously in increasing Apollo Tyres’ visibility globally.”

  • Kansai Nerolac also attempts to dispel the notion of emulsion paints being more expensive than distemper

    Nerolac takes on distempers in ad by Publicis

    By A Correspondent

     

    Kansai Nerolac has relaunched its popular interior paint, Nerolac Beauty Emulsion, positioning it as a more discerning choice of paint in the long run.

     

    The TVC, conceptualised and executed by Publicis India makes for a more discerning choice that actually turns out cheaper.

     

    Speaking about the campaign, Anuj Jain, Director – Decorative and Industrial Sales & Marketing, Kansai Nerolac Paints said: “With this campaign, we are addressing a consumer need for better finish and value from the paint. There is a common perception that emulsions are expensive as compared to distemper and this campaign aims to demystify that myth. Our beauty emulsion offers a great finish with longer life and the coverage is much better than distemper, hence, making it a right choice for people looking to paint their homes.”

     

    Adding his views, Bobby Pawar, Managing Director & Chief Creative Officer – South Asia, Publicis India said: “Nerolac Beauty is a popular emulsion. The idea therefore needed to be rooted in the notion of discernment amongst masses. And that’s how the peculiar situation of the parents’ judgement and acumen about the choice of their daughter’s groom came about.”

     

    Said Paritosh Srivastava, Chief Operating Officer, Publicis Ambience: “Our attempt here is to bust the myth that emulsion paints are more expensive than distempers, in a manner that’s humorous and entertaining. It’s almost a sales pitch that’s weaved in an engaging storyline with proven actors. We’re confident that the strategy will lead to disproportionate upgrades from distemper and help deepen the category penetration.”

  • With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa

    PointNine Lintas campaign launches Quinoa

    By A Correspondent

     

    LinTeractive recently won the mandate from India Gate to launch its Quinoa brand. The agency unveiled an omni-channel campaign that deploys a combination of films, web/ mobile content, social media communities, on ground activations and also a digital website.

     

    With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa.

     

    Said Ayush Gupta, Marketing Head KRBL Limited: “Indians as people have always loved their food. With changing times and growing health consciousness, we decided to introduce newer grains for newer lifestyles in India. This new India is fearless about trying new flavours, new foods and new cuisines. We want to feed this trend with interesting new grains like Quinoa that adds to a better life as well. However, we did not want to take a health stand on this because it would end up reducing Quinoa to an occasional food which people would try out maximum twice or thrice a month. We wanted Quinoa to be a part of an everyday mindset.”

     

    Added Deepak Agarwal, Executive Creative Director – PointNine Lintas: “Our approach to delivering the message of ‘Indulge, Guilt-Free’ was to keep it light-hearted and humorous .When the desire to eat ‘real food’ overtakes the desire to ‘get healthy’, most of the people are likely to indulge in their favourite comfort food and end up being guilty about their spur-of-the-moment choices. We chose to show people sumptuously eating burgers, kebabs & halwa while chastising themselves for all the ‘atonement’ they would have to do for entertaining this indulgence. The twist in the execution was that the very same people revealed the message that, indulgent dishes made from a nutritious India Gate Quinoa base as a part of the recipe meant that there was actually no reason to feel guilty at all.”

     

    Commenting on the campaign, Sumanta Ganguly, EVP – LinTeractive & National Director, Digital – PointNine Lintas, said“The campaign was going to be digital-first as a new premium food grain would naturally need to be investigated and experienced online. We mapped numerous user-journeys and created an omni-channel strategy to create interesting interventions at the most crucial touch-points – from discovering the quirky product film to drooling at quinoa delicacies on Instagram on to digging into why and how to consume Quinoa – all tied into a single brand idea of Indulgence without the baggage of Guilt. The insight was born out of the difficulty one experiences while letting go of the dishes that one has grown up eating, in favour of healthier ones.”

  • The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem

    Posterscope’s ‘rateOOHmeter’ to evaluate buying efficiency on out-of-home

    By A Correspondent

     

    Posterscope India, the out-of-home division from Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan-India. Commenting on the launch, Haresh Nayak, Managing Director Posterscope India, said: “The only gap in India’s OOH scenario is the lack of neutral, credible and standardised data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions.  Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

     

    Subhashish Trivedi

    Added Subhashish Trivedi, Vice President – Media Buying, Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

  • Film has been conceptualised by Creativeland Asia

    Godrej Protekt highlights #HandWashConfessions in latest campaign

    By A Correspondent

     

    Godrej Protekt, a range of hand hygiene products from Godrej Consumer Products Limited, launched a new digital film titled #HandwashConfessions conceptualised by Creativeland Asia.

     

    Talking about the initiative, Sunil Kataria, Business Head, India & SAARC, Godrej Consumer Products Ltd. said: “Nowadays kids have a mind of their own and getting them to do anything against their will is a real task. But you can definitely imbibe the spirit and importance of hand hygiene, hence this ‘Global Handwashing Day’ we took it upon ourselves to start a movement to motivate children to adapt a sanitation process that will ensure happy and clean hands. We have launched a fun digital film based on children confessions that will connect with the kids and at the same time encourage them to wash hands regularly.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “Kids don’t really like washing their hands. Unless someone comes along and gives them a perspective that convinces them to. With this campaign, Godrej Protekt renews its commitment to making handwashing a fun habit for kids.”

  • She will be seen in a new campaign along with Manyavar brand ambassador Virat Kohli

    Anushka Sharma to endorse apparel wear brand, Mohey

    By A Correspondent

     

    Mohey, from the house of Manyavar has signed on Anushka Sharma as their new brand ambassador. The actor will endorse Mohey- an ethnic celebration wear for women, comprising of lehengas, sarees, gowns and suits. She will be seen in a new campaign along with Manyavar brand ambassador Virat Kohli.

     

    Commenting on the occasion, Ravi Modi, Managing Director, Manyavar said:“Manyavar and Mohey have both seen a great response over the last one year. As we target doubling our Mohey store count from 50 to 100 in the coming year, we are proud to announce Anushka Sharma as Moheys brand ambassador. She is an iconic figure of the entertainment industry and popularly known amongst the youth for her individuality and being who she is, which perfectly blends with Moheys values of celebrating oneself.”

  • As part of the mandate, Isobar India will now handle the social and creative duties for the brand

    Isobar India bags the digital duties for VIP Bags

    By A Correspondent

     

    Sudip Ghose

    Isobar India has been appointed as the Digital Partner for VIP Bags. Said Sudip Ghose, Senior Vice President Sales, Marketing & Service: “We at VIP Bags have been the frontrunners in the luggage market and we strongly believe in enhancing this experience through constant innovation. Isobar has conceptualised great campaigns and they understand the brand’s vision and endeavour of building better customer engagement. Through our partnership we look forward to create distinctive digital content that will resonate with the brand’s principles.”

     

    Shekhar Mhaskar

    Commenting on the win, Shekhar Mhaskar, Vice President, Isobar said: “We are absolutely elated to partner with VIP Bags in India. We believe there is an immense propensity to create a fully-integrated, iconic brand; one that embodies the experience of joyous and hassle-free travel spanning across global boundaries.”

  • Launches a 360-degree campaign to spread awareness about the importance of planting tress

    Tropicana releases digital film applauding efforts of Jadav Payeng

    By A Correspondent

     

    Tropicana has started a special initiative to encourage gifting back to nature with its #GiftATree initiative. The brand partnered with the ‘Rally for Rivers’ initiative and Grow-Trees.com and has pledged to plant over 25,000 trees.

     

    As part of its efforts, the brand released a digital film titled ‘The Man Who Planted A Forest’.Talking about their efforts and the launch of the digital film, Vineet Sharma, Brand Manager – Tropicana, said, “Tropicana is closely linked to nature as all our products are made from the fruits of nature. Festivals are a time for gifting and giving, so what better way to thank nature for its fruits than to give back to nature. With Tropicana’s #GiftATree initiative, we are taking a small step to gift trees back to nature, and our festive packs will give consumers a chance to contribute to this cause.”

     

    Added Cyrus Oshidar, MD & CCO, 101India: “We are extremely happy to partner with Tropicana for this great initiative. Digital storytelling is a great way for brands to engage with the millennial. What better way to reinforce an idea than through a people story that the audience can relate to.”

     

    As part of its robust 360-degree campaign, the brand has also introduced a special gift pack, sales from which will contribute towards the initiative as well.

     

    Another interesting initiative by the brand turned the popular radio station Radio Mirchi 98.3 FM into 98.Tree to support the cause. The radio station drove awareness and engaged with consumers for the #GiftATree initiative.

  • The campaign film features Indian Wool ambassador Shravan Reddy with international model Aleyna FitzGerald

    The Woolmark Company releases first India-focused campaign

    By A Correspondent

     

    The Woolmark Company has announced the rollout of the Grown in Australia Made in India’ campaign. The nationwide consumer-facing campaign will bring to the forefront the farm to fashion journey of Merino wool from Australia to India, and champion both the woolgrowers of Australia, as well as the handloom sector in India. It aims to connect those present across the wool supply chain including brands, manufacturers and the Government of India, while also allowing consumers to be a part of this beautiful journey.

     

    Said Arti Gudal, The Woolmark Company Country Manager India: “This 360° campaign including television, print, outdoor and digital media will be rolled out progressively in the next three months, tying in Australias unique Merino wool fibre and passionate woolgrowers with Indias commercial brands, manufacturers and talented local weavers.”