MxMIndia

Category: MARKETING

  • This patented virtual try on technology attracts 10,000 trials every day

    Katrina Kaif in Lenskart’s new campaign

    By A Correspondent​

     

    Leading eyewear company Lenskart.com unveiled its brand new campaign ‘How do I Look’ with Katrina Kaif. The TVC showcases how Lenskart’s‘3D Try On’ service lets users try different designs live on the phone and simultaneously share pictures on social media to get an instant opinion through the comments and likes.

     

    Commenting on the campaign launch, Peyush Bansal, Founder and CEO, Lenskart.com said: “We are extremely thrilled to unveil the new TVC with Katrina who naturally fits our brand proposition of ‘Addictive Playfulness’.. The ‘How do I look’ campaign is a fun and quirky spin on taking the glasses shopping experience with Lenskart.com  directly to the social media platform and get an instant opinion through the comments and likes to help consumers make the best decision at their fingertips. He further added: “Our focus is to use technology to take eyewear buying to the next level.

     

     

  • To be run on YouTube, the three videos highlight features like flat-tyre assistance, free towing facilities and emergency fuel assistance

    Reliance General Insurance gets canines to offer free roadside assistance

    By A Correspondent​

     

    In a refreshing shift for the genre, Ogilvy Mumbai has created a series of digital ads featuring only dogs, for Reliance General Insurance. To be run on YouTube, the three videos delightfully highlight features like flat-tyre assistance, free towing facilities and emergency fuel assistance.

     

    Sharing the thinking behind the campaign, Burzin Mehta, Group Creative Director, Ogilvy Mumbai said: “Breaking the clutter in a rather uni-dimensional category like insurance has never been easy. More so, when you’re targeting young digital natives. The thought of a having an all-canine cast was inspired by the amazing popularity of cute animal videos on the internet. And for the first time we picked the cast before we penned the scripts. Gauging by the response, that may not be such a bad idea.”

     

     

  • With a new marketing mix, Total is aiming for a targeted reach of more than 50 million

    Total unveils integrated campaign for Quartz Engine Oil

    By A Correspondent​

     

    Total has launched an integrated campaign for their product Quartz, a car engine oil.

     

    Speaking about the integrated campaign, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India said, “Total’s integrated campaign for “Quartz” car engine oil aims to give an impact driven approach to the brands’ marketing strategy, which will help reinforce our market positioning and boost the customer acquisition process. We are positive that this marketing initiative will give us the desired impact with a reach of 50 million and more. This campaign will see an interesting mix of Digital, Radio and offline communication and their cross amplification. We want to communicate that if you love your car, do take good care of the engine. We at Total understand the needs and wants of a car owner very well and through this campaign this is what we actually want to address. The campaign seamlessly establishes our product brand promise “Keep your Engine younger for Longer”.

     

    Said Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India: “Through the “Engine ke superstar” initiative, we want to appreciate the special care a mechanic gives every car as well as highlight the important role they play in every car owner’s lives. It’s a token of appreciation for them from the Total famil,”

     

     

  • Through this TVC, Shaadi.com is letting singles know that they are not alone, and that marriages are made in heaven, but people need to take the first step on earth

    Shaadi.com launches TVC for singles stuck on Shayad.com

     

     

    Shaadi.com has launched its new TVC on the theme ‘Shayad.com se nikliye aur Shaadi.com pe aayiye’.

     

    Talking about the campaign, Gourav Rakshit- CEO, Shaadi.com, said: “Shaadi.com’s five million success stories have taught us, that taking the first step is the toughest part, and they need to plan so that they don’t delay the action. This campaign is dedicated to all those singles who find themselves stuck in the Shayad world, and to inspire them to plan and take the first step.:

     

    Commenting on the creative thought behind the new television commercial, Parixit Bhattacharya, Managing Partner – Creative, TBWA India, said: “This TVC is designed to deliver a simple message – that every single person should take charge of their fate and step out of Shayad.com and step into Shaadi.com. It wants to establish one single fact that if you have decided to get married, you need to come to Shaadi.com where dreams are brought to life.”

     

     

  • A multi-lingual street collaboration; a brand movement that integrates art, dance and music in a compelling music video

    Puma and DDB Mudra launch ‘Suede Gully’

    By A Correspondent

     

    Lending voice to a new generation of creators, global sportswear brand Puma has pioneered the largest movement in the country’s street culture with its latest collaboration campaign – Suede Gully. A brainchild of Puma and DDB Mudra, this collaboration portrays the street culture of India, giving a single, creative stage for self-expression to a talented breed of artists, musicians and dancers.

     

    Speaking on the campaign, Debosmita Majumder, Head of Marketing, Puma (India) said: “Today’s youth have taken to modern forms of self-expression, giving rise to a new generation of creators. They use the streets as a canvas to express themselves through various forms of art, music and dance.  For the first time in India, Puma is bringing these diverse art forms on a single platform – Suede Gully. Suede Gully is our attempt to bring to the forefront the true essence of Indian street culture.”

     

    Speaking on the work, Vishnu Srivatsav, Creative Head, DDB Mudra South said: “Puma’s Suede has always been a voice of street culture and Suede Gully looks to bring to life the incredibly unique and diverse culture and expression of our very own gullies. It’s art, its music, its culture and it’s fashion.  So many people, folks who live for their art, from different corners of the country, bringing their awesome talents to collaborate on this platform, that’s really special.”

     

     

  • The campaign titled – #DearMoney – attempts to "provoke people to start a conversation about money, with money!"

    Aditya Birla Capital launches with big blitz

    By A Correspondent

     

    You can’t miss it if you keep eyes open. Across 51 television channels, 14 radio stations, hundreds of outdoor shelters and all other happening digital platforms (save MxMIndia) – that’s Facebook, YouTube, Instagram and various other websites. We’ve heard of the formation of Aditya Birla Capital, the holding company of all the financial services businesses of the Aditya Birla Group.

     

    ABCL now replaces ABFS, short for Aditya Birla Financial Services. And ABCL will include Aditya Birla Finance Limited, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance.

     

    The campaign titled – #DearMoney – attempts to “provoke people to start a conversation about money, with money!”

     

    Said Ajay Srinivasan, Chief Executive Officer, Aditya Birla Capital: “We are a brand built on empathy for people’s life’s needs and their hard-earned money. We are a brand that believes in earning people’s trust. And we are a brand that simplifies everything that is complicated with financial services. Our belief is that it is the empathy, the trust and the simplicity that will make us an endearing and preferred brand. Moving away from the traditional approach of pushing a product, our brand solutions are built on three key need pillars – Protecting, Investing and Financing. In everything we do and say, our endeavour will be to understand an individual’s needs and accordingly advice or recommend the right solution for their life’s needs, throughout their life. And with this, we believe we will change the way our category operates.”

     

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital added: “A brand is like a personality with attributes and a purpose. It comes alive not just by what you see on TV or on billboards but by the way you experience the brand. We are not just launching a new Brand for the people of India, we are, in fact, putting into action a new role that Financial Services will play in the lives of every Indian. We are here to enable individuals to protect what they value; to invest so they can live a life they aspire to live; and to finance their dreams, needs and desires. We want to build this into a brand such that whenever a customer thinks of money, they think of us. We want to make this a pre-eminent brand in India standing for empathy, simplicity and top performance. This is how we will be able to earn people’s trust. And, only with their trust will they give us the permission to be their partners through all of their life’s needs.”

     

    Directed by Ram Madhvani, the TVC has been created by Taproot Dentsu with Foxy Moron Media handling the digital campaign roll-out and MindShare being responsible for digital and TV media planning. Fitch India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.

     

     

  • With this new campaign, Bharti Axa General Insurance aims to spread awareness and drive conversation among the millennials that relying only on luck is not the smartest choice

    Bharti Axa champions planned investment in latest digital campaign

    By A Correspondent

     

    Bharti Axa General Insurance has announced the launch of its new digital campaign – “Luck pe bharosa chhodo aur Insurance se nata jodo”.

     

    While describing the concept, Upendra Namburi, Chief Innovation and Marketing Officer, Bharti AXA General Insurance said: “Each one strives and saves hard earned money to create assets for themselves. However, when it comes to assuring protection of these assets many Indians still believe in superstition and luck. Similarly, in case of health as well, not many protect themselves against unexpected medical emergencies, instead follow unreliable methods. With this insight and behaviour, we have developed our new campaign that aims to educate the makers of tomorrow about the need and importance of asset and health protection. The campaign targets millennials of today who take a more balanced view towards life. At Bharti AXA General Insurance, customer-centricity is at the heart of evert initiative and we shall continue to develop innovative solutions and ideas to bring alive our offerings.”

     

    The campaign went live last week and will be supported by content and influencer partnerships along with on ground activities to engage with the audience.

     

     

  • This social initiative will also be aimed at driving a positive change in the country’s driving behaviour and building cognisance towards safety

    Maruti Suzuki commences “#PehniKya?”

    By A Correspondent

     

    Even though the Motor Vehicles Act makes it mandatory for every occupant of a vehicle to be secured by seat belts, there is a general apathy and lack of awareness among road users. In fact reportedly over 5600 lives could have been saved last year through use of seatbelts.

     

    In a bid to promote awareness towards seat belt usage and help reduce fatalities on the road, Maruti Suzuki is rolling out the #PehniKya? campaign. This initiative will also be aimed at driving a positive change in the country’s driving behaviour and building an awareness towards safety.

     

     

  • Focusses on Nestlé India’s efforts in making milk the main ingredient, reducing sugar and improving taste

    MilkyBar launches new ad campaign that supports playing and learning

    By A Correspondent

     

    Nestlé India has unveiled a new film for its recently relaunched Milky Bar which has more milk and less sugar.

     

    Speaking on the campaign, Nikhil Chand, General Manager, Chocolate and Confectionery, Nestlé India, said: “We are delighted to unveil the new TVC that presents MilkyBaras a brand that supports parents who believe in the value of play and learning through new experiences.”

     

    Nestlé also announced Shilpa Shetty as the brand’s partner in its journey.

     

     

  • #BerokZindagi is a campaign which positions the inhaler as not a sign of weakness, but echoes the patients’ undeniable resolve and spirit

    Cipla’s #BerokZindagi helps patients to manage obstructive airway diseases

    By A Correspondent

     

    Cipla is launching a nationwide mass media campaign that will educate and encourage patients suffering from Obstructive Airway Diseases (OAD) to smartly manage and control the disease. The campaign will be launched tomorrow (November 1) and will be on air for a period of 16 weeks across television, print and social media platforms.

     

    While the creative mandate will be with Grey Group India, Impact Public Relations will drive the stakeholder outreach programmes and WatConsult will be responsible for the digital and social media platforms.

     

    Said a Cipla spokesperson: “Myth-busting around inhalers and benefit education will be the prime focus of the campaign. We aim to normalise inhalers and debunk the misconceptions around it. Our storytelling follows an approach which will help demonstrate the fact that patients have a smarter and effective way to to treat asthma. I am glad that GREY Group and Impact Public Relations have come on board to support us with their core expertise in driving this behavioral and attitudinal shift.”

     

     

  • The #SilkSong music has been conceptualized by ace musician Clinton Cerejo

    Mondelez India gets Armaan Malik & Shirley Setia to render popular #SilkSong

    By A Correspondent

     

    Mondelez India Foods has recently rolled out a new music video for Cadbury Dairy Milk Silk. This video conceptualised by Ogilvy & Mather in collaboration with Balancing Act showcases a refreshing rendition of the Silk Jingle by singers Armaan Malik and Shirley Setia.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste,” adding: “Digital is gradually becoming a lead medium for youth brands and we have seen consumers routinely express their love for our jingle on social media and therefore decided to gratify them with this truly special rendition. We’ve combined the immense popularity of Armaan Malik and Shirley Setia with the mass appeal of the Silk jingle to create some magic. We’re confident that consumers will love the sweet twist added by these artists to their favorite #SilkSong.”

     

     

  • It is a multimedia campaign led by TV, print and digital, being launched nationally

    MensXP unveils inaugural brand campaign

    By A Correspondent

     

    MensXP, the online men’s lifestyle brand from Times Internet, has launched its maiden brand campaign.

     

    Speaking about the campaign, Pratik Mazumder, CMO, Times Internet, says: “Our first campaign ‘Welcome to the Newhood’ celebrates the man you chose to become. Role of a man in the society has evolved with time. From just being an alpha and brute sect, the definition of being a man is broadening. There is no one way manhood can be defined. Its codes are ever changing. We aim at positioning MensXP as the lifestyle destination for this new-age man.”

     

    The campaign has been jointly conceptualised and executed by creative and digital agency, From Here On communications (FHO) and Times Internet’s in-house creative team.

     

    Said Angad Bhatia, COO, Indiatimes Lifestyle Network & Founder, MensXP: “We at MensXP explore the codes of manhood and pursue the most interesting stories of and around men. From the ones who break stereotypes to the one who make new ones, we engage them all.”

     

    Added Rajesh Aggarwal, CEO, FHO: “The team was thrilled about the brief because here was a product/brand that was all about relooking the stereotypical codes and labels associated with manhood and relaying the ethos in a way that portrays the realities of new age manliness, this is a clutter breaking campaign amidst the cacophony.”