MxMIndia

Category: MARKETING

  • The brand aims to create awareness and high-decibel conversations around the cause of bone health

    Women’s Horlicks signs Taapsee Pannu as brand ambassador

     

     

    GSK Consumer Healthcare’s Women’s Horlicks has announced the appointment of Taapsee Pannu as its brand ambassador.

     

    Commenting on the association, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India said: “Women’s Horlicks has always been unique in its approach, be it through the successful online Bone Mineral Density checks or with the thought provoking women’s day campaign of #StrongToTheBone. While stepping into another interesting phase for the brand, we welcome on-board the talented actor Taapsee Pannu as the brand ambassador for Women’s Horlicks – a brand that encourages women to invest in their health. Taapsee truly embodies the brand’s personality in her actions and values as a new age woman, who dons many hats and needs the support of a strong body to do so. Well known for her impactful roles, she is a great fit that brings alive the brand’s philosophy of making women strong inside-out.”

     

     

  • This campaign marks the first ever category marketing initiative in the diamond industry since a decade

    Diamond Producers Assoc unveils campaign in India

     

     

    The Diamond Producers Association (DPA) has announced its presence in India with a bang. And an integrated marketing campaign ‘Real Is Rare, Real Is A Diamond’ in India.

     

    Created & executed by BBH India, the campaign focuses on celebrating the precious moments which mark the journey of a relationship between a couple.

     

    Sharing his thoughts on the launch, Jean-Marc Lieberherr, CEO, Diamond Producers Association, said: “We are thrilled to announce the ‘Real Is Rare, Real Is A Diamond’ campaign which links diamonds to the precious moments between young Indian couples. The announcement is also to work closely within the sector to revitalize category marketing focusing on the younger generation catering to their specific needs and aspirations.”

     

    Said Richa Singh, Managing Director, Diamond Producers Association India:“Real is Rare, Real is a Diamond focuses on a diamond’s billion year old natural heritage and equate that with what is most authentic and real  in our lives. The campaign expresses the real and rare moments between couples and beautifully connects it to the unique quality of diamonds.”

     

    Commenting on the experience creating the campaign film, Subhash Kamath, CEO and Managing Partner, BBH India, said, “Our mandate was to reinterpret the idea of “Real Is Rare” for the Indian market, and root it in a cultural truth. We’re not trying to promote any particular brand here, but make people see diamonds in a whole new light. It’s a long term goal and we’re thrilled to be partnering DPA on this journey.”

     

     

  • The campaign, created by Leo Burnett India, shows how today's women take on extra responsibility with Iodex helping them fight everyday aches and pains 

    Iodex exhorts women to stretch their limits to achieve more

     

     

    Iodex has introduced a new campaign titled ‘Thodi Himmat, Thoda Iodex’ with actor Swara Bhaskar.

     

    Speaking about the integrated campaign, Saurabh Nandi, Area Marketing Lead for Pain Relief and Respiratory Health for GSK said: “With our new platform – Thodi Himmat, Thoda Iodex – we are talking to the modern woman representing a progressive India. These are women who are not only giving their 100% to their home and family but also stretching themselves physically to give their 110% to do something extra. The extra could come with the desire of supporting their family financially or following their pursuits. In this journey, pain is inevitable. And instead of giving up, Iodex wants to convey to these women that all they need is a little courage and a little Iodex. Iodex salutes these women and is their trusted partner that will help them stretch beyond their limits every single day.”

     

    Added Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia: “Women are the backbone of any household in a way that they keep the entire family together. They want to do more with their lives, and yet equally contribute to their households. We thought this was an exciting insight to bring to life, especially since a woman’s invaluable contribution is rarely spoken about across the entire category. I’m confident the campaign will hit home with our consumers.”

     

     

  • …notes a WatConsult report on consumer perception and effectiveness of mobile advertising

    Mobile ads more useful, less engaging…

     

    By A Correspondent

     

    Dentsu Aegis Network’s digital and social media agency WatConsult has launched a report on consumer perception and effectiveness of mobile advertising effectiveness of mobile advertising.

     

    The report highlights various aspects of mobile advertising like perception towards mobile ads, preferred ad format by end users, consumer preferences and concerns along with the effectiveness formula which works in mobile advertising.

     

    Here are key findings of the report based on a study of 1500 individuals:

    • Mobile ads are perceived to be more useful but less engaging versus desktop ads which are perceived to be more engaging
    • Smartphones screens are the most viewed devices for mobile ads, with 75% of the respondents using smartphone, followed by 42% who use laptops
    • 4G is the most used data connection followed by 3G and WiFi
    • Mobile devices are maximum used for accessing social networks and e-mails, followed by usage of wallets, watching videos or shows and online shopping
    • 48% of the respondents prefer social media ads, followed by video ads, e-mail ads and search ads when it comes to mobile ad formats
    • Ad categories such as clothing & footwear, electronic products, books, movies/music/games are highly ‘clicked and purchased’; whereas, jewellery, pharmaceutical products and insurance products ads do not get clicked much

     

    Overall, the report deduces that majority of the respondents found mobile ads to be intrusive and irrelevant and they feared breach of privacy, notes a communique.

     

    Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult said: “India is going through a phase of rapid explosion in web content and internet technology and people are beginning to acknowledge the convenience internet provides today. After the roll-out of 4G, the usage has only increased at a dizzying pace. With ad spends on mobile expected to grow at a rate of 59% CAGR by 2020, our research is an attempt to put forward the consumer’s point of view about mobile ads, thus helping marketers plan better campaigns.”

     

    A report on the basis of the findings shared with Mint can be found at: http://www.livemint.com/Consumer/R1rEOcAdvpZ02ugBOBKapN/Mobile-ad-spending-set-to-touch-Rs13325-crore-by-2020-says.html . The summary of the priced report can be viewed on – http://recogn.in/watinsights.php

     

  • The business will be handled by the agency's Kolkata office

    Milestone Brandcom bags outdoor mandate of Dalmia Bharat Group

    By A Correspondent

     

    The Dalmia Bharat group has awarded its OOH mandate to Milestone Brandcom for the Eastern region following a multi-agency pitch. The business will be handled by the agency’s Kolkata office.

     

    On the newly formed partnership, BK Singh, Group Marketing Head, Dalmia Bharat Group said, “We have very strong confidence on the long term growth opportunity of the Indian cement industry. We have ambitious plans to leverage this opportunity through our core experience and proven expertise of the industry. A capable partner like Milestone Brandcom will certainly bring in critical contributions and help in this process. We welcome Milestone Brandcom onboard.”

     

    Added Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom: “We are excited at the prospect of partnering with Dalmia Bharat Group to comprehensively leverage OOH to engage with their consumers across brands and markets. I truly believe, OOH promises a great brand engagement through innovative outdoor solutions and drive conversations around their brand promise. We hope to deliver value on back of our ability to mine data and research for them and create some disruptive iconic campaigns for them through this association. We look forward to serve them with best of our ability.”

     

     

  • The digital media campaign focusses on engaging users, by leveraging its commercial on 'offline TV'

    Isobar partners Duroflex for latest digital campaign#ReadyForTomorrow

    By A Correspondent

     

    Isobar has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow. Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across platforms such as Facebook, YouTube and DBM Programmatic.

     

    Commenting on the campaign’s success, Suraj Nagappa, VP, Isobar India said: “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”

     

    On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex added: “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”

     

     

  • Tata AIA Life Insurance Company Limited (Tata AIA Life) is a joint venture company, formed by Tata Sons Ltd. and AIA Group Ltd. (AIA)

    Ruder Finn India wins communications mandate for Tata AIA

    By A Correspondent

     

    Global communications consulting firm Ruder Finn has won the communications mandate for Tata AIA, a jv of Tata Sons and AIA Group (AIA).

     

    Commenting on the appointment of Ruder Finn, Vandana Kilam, VP- Corporate Communications, Tata AIA said:“The life insurance industry is at a transformational phase in India at the moment. Therefore, it is more important than ever for us to communicate clearly with the right message at the right time. For this, we need a strategic communication approach, creative ideas and a self-motivated team with a passion that resonates with our ideology. RF came out as the right partner for us and we are confident that with this partnership we will be able to build and communicate our vision to our stakeholders.”

     

    Commenting on this prestigious account win, Radha Roy, Country Head – India, Ruder Finn added: “We are excited to be the strategic partner for Tata AIA. This is a great opportunity for us to work with such an esteemed and reputed client and create clutter-breaking communications to deliver meaningful, measurable campaigns.”

     

     

  • Mullen Lintas was tasked with this campaign to establish QuikrEasy as a one-stop platform for getting service providers for all home-related services

    Mullen Lintas’ campaign for QuikrEasy conveys the ease of doing things

    By A Correspondent

     

    Mullen Lintas Bangalore has conceptualised a three-film campaign for QuikrEasy, the services vertical of Quikr. Speaking about the Quikr Easy campaign, Vineet Sehgal, CMO, Quikr said:“We often find the task of identifying, evaluating and then engaging with service providers cumbersome and end up delaying on the task that can make life better. QuikrEasy symbolises the simplest and convenient way to manage small or big tasks in easiest possible way”.

     

    Added Shriram Iyer, National Creative Director at Mullen Lintas:“Most of the times it’s the simplest of jobs that overwhelm us. Be it doing repairs, getting the house painted, or for women even getting a simple wax. It was this insight of what happens when the smallest chores hold us down and how with QuirkEasy’s convenience and speed everything can get resolved in a jiffy that informed our campaign.”

     

     

  • As part of the campaign, Myntra has released two TVCs that highlight some of its key service features, such as easy returns and instant refunds with an aim to acquire new customers

    Myntra highlights returns and refunds policy in campaign

    By A Correspondent

     

    Myntra has kicked off an integrated marketing campaign to underscore its service offerings, targeted essentially at uninitiated shoppers across the country with a special focus on non-metro cities and small towns.

     

    Commenting on the campaign, Gunjan Soni, CMO, Myntra & Head- Jabong, said: “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there.  Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them.  We see about 25% of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.”

     

    Added Neeraj Kanitkar, Creative Director, Taproot Dentsu: “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”

     

     

  • The digital campaign aims to make doors fun through the bittersweet banter of a new age couple

    Tonic Worldwide unveils new campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has rolled out its latest digital campaign for Apcolite that is all about encouraging one to have fun with doors and windows, thereby exploring an aspect of home decor that was largely untouched.Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel.

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “As William Wordsworth said, if the doors of perception were cleansed, everything will appear to man as it is, infinite. This was the overarching thought, the way we treat our doors is a reflection of the environment we have created for ourselves.  If a door is the first thing you see when you are about to enter your home, and if it pleases your cognitive sense, then it will elevate your mood too.”

     

    Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints has identified itself as a partner for consumers in creating beautiful homes. Over the last decade, we have seen wall stencils and textures becoming an integral part of the home décor. Along with walls, furniture and other elements, doors also play a key role in accentuating the décor of one’s home. Ideas for doors is a simple, yet powerful element of a consumer’s decor journey.”

     

     

  • HDFC Life drives a significant part of their business through this online platform, employing a variety of online marketing channels

    HDFC Life appoints Adby Ventures as their anti-fraud partner

    By A Correspondent

     

    Adby Vantures, a company specialising in preventing frauds against businesses, announced that HDFC Life has implemented its solutions to detect and prevent fraud and protect interests of the business and customers.

     

    “Fraud is omnipresent. It is impossible for a digital marketer to escape it. Smarter is the marketer who acknowledges the risk and works towards mitigating it,” says Vivek Singh, co-founder, Adby Ventures. “In my ten years of marketing role, I faced everything from bot-spams​ to large call-centers especially designed to punch fraud. I am glad to work with other marketers to build defense layers against them. Globally, ad fraud is estimated to be more than 16-bn dollar problem this year. It is considered one of the largest forms of organized crime. Adby Ventures has deployed monitoring layer had HDFC Life’s online insurance platform, and it will serve as a gate for all incoming digital traffic. Suspicious patterns are immediately caught and reported. It serves as a CCTV except that it additionally highlights the thief in Red,” said Vivek.

     

     

  • With the launch of its new office, Gutenberg brings its global branding initiative, 'Global Storytelling Series' to Singapore

    Gutenberg launches Singapore office to tap into ASEAN market

    By A Correspondent

     

    Gutenberg, an integrated digital marketing communications firm, announced the launch of its office in Singapore. Singapore will host Gutenberg’s ninth office, which will be strategically important for expanding into the ASEAN market.

     

    Commenting on the expansion in Singapore, Harjiv Singh, Founder and CEO, Gutenberg, said: “I am excited to launch our Singapore office. Singapore is truly a global digital hub with fantastic infrastructure and opportunities for expansion into ASEAN.  We are also delighted to announce a new client Smarten Spaces, a Singapore headquartered company focused on Artificial Intelligence-based smart communities and smart city solutions”.  Adding his reasons for the expansion, he said, “McKinsey, in a recent report, called the 10 member states of ASEAN an economic powerhouse.  ASEAN’s 600 million people comprise one of the largest trading blocks in the world, and the rapid growth of its digital market will be an exciting business opportunity for us”.