MxMIndia

Category: MARKETING

  • Asian brands are moving from tactical, activation-based marketing to more long-term, consistent and strategic marketing, notes a WARC report

    Asian Marketing Trends 2017

     

    By A Correspondent

     

    WARC, the global body tracking advertising and media effectiveness, has released its annual Asian Strategy Report, an analysis of the region’s most effective marketing trends based on insights from the 2017 WARC Prize for Asian Strategy.

     

    Said Lucy Aitken, Case Study Editor at WARC: “We’ve analysed the data of close to 200 entries from 17 countries to the 2017 WARC Prize for Asian Strategy to ascertain insights and trends that Asian marketers are deploying to build their strategic capabilities.

     

    “Against a backdrop of demographic challenges, new technologies and market-orientated reforms, we’re seeing that Asian brands are moving from tactical, activation-based marketing to more long-term, consistent and strategic marketing.”

     

    WARC’s Asian Strategy Report highlights the following key insights and marketing trends in Asia for 2017:

    Mirroring social change: Purpose continues to be a popular strategy for many brands in Asia that successfully plug into the social and cultural change that is still under way in many territories. Brands are still recognising the long-term value in appealing to women and taking on the issues that are important and significant to them. However, brands need to exercise caution: those that are not entirely authentic to a particular cause will find themselves called out by consumers.

     

    Low-interest categories, high-interest ideas: User experience is starting to play an important role in brand differentiation, so smart product or packaging ideas are emerging within Asian communications. These ideas are efficient at engaging with elusive target audiences, particularly if they can prove that they are useful products. Asian brands are increasingly putting innovation at the heart of their marketing strategies.

     

    Channel-first ideas: Channel choice is core to an effective strategy and is not an afterthought. Having a particular target audience and the means by which it is reached, is reframing the brand, building awareness and engagement, and adding to the bottom line.

     

    Blue Ocean brands: Deploying a Blue Ocean strategy – which sees brands existing in places where they are not competing with rival brands for the same sector – is increasingly important at a time when brands are finding it hard to differentiate through mere function alone.

     

    WARC Datapoints – Asian Strategy 2017

    • 78% of shortlisted campaigns used online video – a 34% increase from 2016
    • 72% of shortlisted campaigns used emotion – a 41% increase from 2015
    • 2 out of 5 shortlisted campaigns targeted influencers – a 17% increase from 2016

     

    The Asian Strategy Report 2017 in full is now available to WARC subscribers on warc.com

    The WARC Prize for Asian Strategy is an annual competition showcasing the smartest

     

     

  • The TVC, conceptualised by L&K Saatchi & Saatchi weaves in unpredictable instances, shrouded in surprises and is narrated in anecdotes

    Rajnigandha Pearls radiates goodness in its latest TVC

    By A Correspondent

     

    Rajnigandha Pearls is set to roll out its new TVC with brand ambassador Priyanka Chopra.

     

    The TVC, conceptualised by L&K Saatchi & Saatchi, weaves in unpredictable instances, shrouded in surprises and is narrated in anecdotes.

     

    Said Rajeev Jain, Associate VP, Marketing, DS Group: “’Goodness inside, shines outside’ is an aphorism, fostered by Rajnigandha Pearls. Being the brand’s core essence, this inner goodness or achchai not only stands out in all our communication, but also goes into the making of Rajnigandha Pearls, a premium mouth freshener. In this thought-provoking campaign, we are highlighting  such acts of goodness. The TVC leaves a feel-good factor with a memorable message that reveals goodness in various little situations.”

     

    Added Sanjeev Gauba, Executive Vice President, L&K Saatchi & Saatchi: “Rajnigandha Pearls has been evolving as a brand. The tagline and the philosophy is “acchai” or kindness and we wanted to showcase it by depicting caring individuals going out of their way to help strangers. However, we wanted to bring out the message much more clearly by adding an element of surprise and zing to the commercial with unique stillomatic treatment.”

     

     

  • The Captur's striking design is enhanced by premium and class-leading features

    Renault Captur unveils new campaign by L&K S&S

    By A Correspondent

     

    Renault has launched the Captur, its new SUV, with an advertising campaign created by Law & Kenneth Saatchi & Saatchi.

     

    Said Virat Khullar – Head of Marketing, Renault India: “We are one of the youngest auto brands in India….and understand that today’s new India with its evolved sensibilities appreciates and demands nothing but the best. The Captur, with its stunning design epitomizes class and will excite this evolved Indian consumer. Through the campaign we wanted to add a new dimension to the world of SUV’s… that of “India’s most stylish SUV.”

     

    The ad film has been directed by Matthias Berndt and features actor Ranbir Kapoor.  Said KartikSmetacek, Executive Creative Director, Law & Kenneth Saatchi & Saatchi: “From the moment we saw the Captur at the factory in Chennai, we knew its looks were the big story. So the task for the film was to showcase the car, while using Ranbir to add charm and memorability.”

     

    Addd Vivek Kumar Duggal, Senior Vice President, Law & Kenneth Saatchi & Saatchi: “Our film, sought to highlight this through the effect the car has on our brand ambassador…himself a veritable style icon.”

     

     

  • With their strategic partnership to create a high-end content lab, it will provide brands the flexibility to pick and choose customizable, personalized video content solutions

    Foxy Moron partners Famous Studios to create digital content lab

    By A Correspondent

     

    FoxyMoron has collaborated with Famous Studios to create a new digital content lab.

     

    Suveer Bajaj

    Commenting on the collaboration, Suveer Bajaj, Co-founder, Foxy Moron said: “With our recent investments in the development of the content space, we feel that this partnership with India’s largest, oldest and most reputed studio will bring formidable change in the content arena. Famous’s technology and infrastructure coupled with FoxyMoron’s keen eye for creative and publishing will help give us a unique edge both for brands and publishers.”

     

    Anant Roongta

    Added Anant Roongta, Director, Famous Studios:“Content is the most crucial aspect of marketing today. After over 70 years in the industry, we’ve seen a lot of growth and are always looking for new ways to evolve.  We are proud to take this leap ahead, with which we aim to give content a completely unique outlook and we are thrilled take our studio to the next level with FoxyMoron’s creative approach to achieve great new heights.

     

     

  • Through this campaign, Tata Motors has strategized to aggressively increase awareness of the Nexon in the country

    Tata Nexon embarks on a Star Wars adventure in India

    By A Correspondent

     

    Tata Motors announced the Tata Nexon association with Disney India ahead of the theatrical release of its awaited Lucas Film Star Wars: The Last Jedi.

     

    Said Vivek Srivatsa – Head – Marketing, PVBU, Tata Motors: “We are very excited to associate the Tata Nexon with the Star Wars brand which is a huge franchise globally. Nexon has been one of the most talked about recently, just like the ‘The Last Jedi’ has been for the movie buffs.”

     

    Under this association, the two brands will collaborate across various platforms, from test drives to showrooms to the Nexon Skills Arena.

     

     

  • The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends

    Britannia Bourbon’s new campaign celebrates BFFs

    By A Correspondent

     

    Britannia has announced the launch of a new campaign for its oldest brand, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.

     

    Said Ali Harris Shere, VP, Marketing, Britannia: “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”

     

    Added Dileep Ashoka, Executive Vice President and Head, McCann South: “Competition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers’ life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.”

     

    Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said: “There are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It’s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.”

     

     

  • The series is written and produced by the Paris-based production companies — Partizan and Vroom — who also created the French and UAE videos

    #AnythingIsPossible seeks to captivate viewers with its luxury offering

    By A Correspondent​

     

    Hotel chain Hyatt has brought its ‘Anything is Possible’ web video series to India. Employing elements which are central to Indian society, the three-episode Indian narrative tells the captivating tale of a young urban Indian couple as they meet and then connect with each other. The series is written and produced by the Paris-based production companies — Partizan and Vroom — who also created the French and UAE videos.

     

    #AnythingIsPossible India is woven around the journey of a young couple as they meet and embark on the adventure of a lifetime, based on the world of possibilities unlocked at Hyatt. Three Hyatt hotels in India (Hyatt Regency Delhi, Grand Hyatt Mumbai and Andaz Delhi) have collaborated to tell the enchanting story of the couple experiencing luxury and exceptional care on the special moments of their lives.

     

    Speaking on the series, Kurt Straub, Vice President, Operations (India) for Hyatt Hotels and Resorts, said:“Keeping in mind the importance of India to Hyatt, and the success of #AnythingIsPossible France and UAE, we were inspired to introduce the series to India. This also gives us an opportunity to showcase the six Hyatt brands and 27 Hyatt hotels in India through an engaging narrative which traverses cities, cultural norms and generations.”

     

    Added Paul Conquet, Founder, Vroom:“#AnythingIsPossible India is the third opus of a successful programme custom-made for Hyatt by Vroom and Partizan. It aims at showcasing the Hyatt hotel brands in the country in an innovative way, while telling stories that all Indians can relate to, at one point or the other. We shaped stories and brought them to life; the result is a modern take paying tribute to the tradition of India, with Hyatt hotels and millennials at the center of the adventure.”

     

     

  • The sequel traces some exceptional talent from across the country whose skills are eye popping and they have become highly proficient at it

    Motilal Oswal unveils sequel film promoting itself as equity expert

     

     

    Mullen Lintas has created an all-new campaign for Motilal Oswal reinforcing its clients image as ‘experts in equity’.

     

    Commenting on the brand’s ideology and the task assigned to the agency, Ramnik Chhabra (Director – Marketing, MOFSL said: “This TVC is based on the same ‘focus’ proposition and ‘Think Equity Think Motilal Oswal’ idea. The objective is to refresh the communication with varied settings and skills based on focus”.

     

    Highlighting the creative idea behind the campaign, Shriram Iyer, National Creative Director, Mullen Lintas said: “When you focus on one thing, you master it.The brand’s command and understanding over the ‘equity markets’ allowed us to appropriate the position beautifully. Real people who have become experts in their own domain through years of practice is what we have shown. This film too is interesting in the sense that it inspiredby the online video content space. Random videos on the internet were given a meaning and recreated by design to do justice to an idea relevant to the brand’s proposition.We connected the dots to make for advertising content that is sticky and memorable. To me; Advertising can be content. And content can be advertising.”

  • The aim of campaign is to raise awareness about how to keep oneself safe from falling prey to fraudulent calls

    Axis Bank & Mumbai Police launch new campaign #MuhPeTaala

    By A Correspondent

     

    During the recent International Fraud Awareness week, Axis Bank in association with Mumbai Police launched its campaign #MuhPeTaala, to promote safe banking. The aim of campaign is to raise awareness about how to keep oneself safe from falling prey to fraudulent calls asking information such as pin code, CVV, OTP etc. #MuhPeTaala is the mantra that needs to be followed to prevent cyber banking crimes.

     

    Said Asha Kharga, Cheif Marketing Officer, Axis Bank: “We are delighted to be associated with the Mumbai Police for this initiative on ‘Safe Banking’ and launch the #MuhPeTaala campaign during the International Fraud Awareness week. The insight behind the campaign was that we have a peculiar obsession with keeping things under lock and key. From the heavy locks on our doors to the keeping our luggage chained under train seats, we are very guarded about our possessions. However the irony is that we willingly divulge confidential information in a state of panic even to an unknown caller. Keeping oneself safe from financial frauds is simple, just remind yourself not to reveal any banking information to any. We hope our campaign will help in spreading this message amongst the consumers.”

     

    Added Akash Das, Executive Director – Lowe Lintas:“The banking industry’s efforts in educating customers about safe-banking and risk mitigation is worthy of appreciation. The brief before us was to further enhance customer awareness in partnership with Mumbai Police. The communication objective was to deepen public awareness by using key aspects related to personal banking – sharing details such as OTP, ATM PIN and CVV can expose customers to fraud and the endeavour was to educate them on it. To land our message emphatically, Joshua Thomas and Prathamesh Gharat, came upon the creative idea of “Muh pe Taala”, that was designed to be an easy-to-remember-action when strangers ask for information that can put your finances at risk.”

     

     

  • With the campaign, Friends Adults Diapers aims is to blow the lid off the issue and show how liberating life can be again for a senior who is homebound

    ‘Friends Adult Diapers’ launches film that highlights grave issue concerning adults

    By A Correspondent

     

    Friends Adults Diapers, a leading adult diaper brand, has launched a campaign for the category, bringing the spotlight on the subject in a light-hearted manner.

     

    Commenting on the campaign, Kartik Johari, VP & Marketing, Nobel Hygiene said: “We are proud to launch the first ever campaign in this category which essentially aims to highlight one’s life after the use of adult diapers. Rather than painting a grim picture of the problem, we wanted our campaign to bring to light the joy and liberation a senior can experience after figuring out the solution.”

     

  • Seven voices from Tamil Nadu to perform ‘Live’on stage with AR Rahman

    New talent show ‘7Up Tamizh Naattin Kural’ announced

    By A Correspondent

     

    Beverage brand 7Up has joined hands with music director A R Rahman, to launch ‘7Up Tamizh Naattin Kural’– a statewide voice hunt.

     

    Speaking on the campaign, Vipul Prakash, Senior Vice President – Beverage Category, PepsiCo India said:“7Up is a well-loved brand in Tamil Nadu, and has led several refreshing campaigns to bring together the youth through platforms like cricket, dance and drama. Now, ‘7Up Thamizh Naattin Kural’ is our way of saluting the state’s rich and vibrant talent, and we are honoured to partner with musical genius, A.R Rahman for this initiative. Music is a remarkable unifier, and through this campaign, we look forward to bringing together talented young voices with a chance to sing with the legendary music maestro.”

     

    The 7Up mobile recording studios will be visiting colleges and popular locations across Chennai, Coimbatore, Cuddalore, Erode, Madurai, Vellore, Kanchipuram, Nagarcoil, Salem, Tiruvannamalai, Tiruchirappalli, Tripur, Tirunelveli, Thoothukkudi and Karaikudi.

     

     

  • Launches digital social experiment with aim to start conversations on the need for mothers to be a Yes Mom to their kids and the importance of immunity in children

    Cipla launches Activ Kids Immuno Boosters with new campaign ‘Yes Mom’

    By A Correspondent

     

    Cipla has developed Activ Kids Immuno Boosters, an immunity supplement for children to address the growing concern of low immunity by providing up to 100 per cent RDA of key immunity nutrients.

     

    Said Himava Nath, Head of Marketing for Cipla Health Limited: ‘Cipla Health set off on its mission of ensuring strong immunity for kids with the launch of its brand Activ Kids Immuno Boosters a year ago. #YesMom was launched as a social movement aimed at changing the stereotype around parenting especially motherhood. The movement seeks to empower moms with the confidence to say ‘Yes’ to their kids. And the brand Activ Kids Immuno Boosters with its immunity benefits and unique format aids the mothers and gives them the confidence to say ‘Yes’. The movement has been very successful and thousands of mothers have been inspired to be #YesMom.

     

    The campaign was rolled out with a social experiment on the online page of Cipla highlighting the psychological impacts of ‘No’ on a child followed by a call out to mothers to take the Yes Challenge.