MxMIndia

Category: MARKETING

  • Mastiii enters into an exclusive linear feed deal with PEN India Ltd. for their latest Mobile App

    Mastiii partners Pen India to expand its digital presence

     

     

    Music and youth channel Mastiii has expanded its digital footprint with an exclusive content association with Pen India and will now be available on the Bollywood Times mobile app.

     

    Commenting on the association, Jayanti Lal Gada, Chairman and Managing Director, Pen India said: “In a bid to ensure that digital-first audiences of today have access to the best of entertainment, we are glad to come into this association with India’s No1 Music & Youth channel Mastiii in an exclusive linear feed sharing deal, that will be available on our latest Bollywood Times App. The relentless efforts of the team and particularly my younger son Akshay Gada, in the creation of this app catered to Bollywood enthusiasts and lovers has culminated in fruition of this association. With the backing of an established industry name like Mastiii the premier music channel from SABGROUP, we are confident the launch of the app will see success.”

     

    Manav Dhanda

    Talking about the tie-up, Manav Dhanda, Group CEO, Sab Group said: “The association with Pen India Ltd. comes at a time when the mobile app industry is booming in India and has shown tremendous growth with over six billion apps downloaded in 2016 alone. The launch of the Bollywood Times app and the streaming of our content on it will not only strengthen each brand individually but help give the youth of India a variety of content on a single platform.”

     

     

  • The brand partnered with Akshay Patra, a leading NGO that runs school lunch programme across India

    NatureFresh Sampoorna Chakki Atta promotes food security with #NoKhaaliPet campaign

    By A Correspondent

     

    Nature Fresh Sampoorna Chakki Atta has chosen to promote food security with its new brand campaign #NoKhaaliPet.The brand partnered with Akshay Patra, a leading NGO that runs school lunch programme across India.

     

    Said Deoki Muchhal, Managing Director of Cargill’s food business in India: “This campaign blends in seamlessly with the ethos of the brand, which lies in nourishing people by providing the ‘best of nature’. The statistics related to hunger-related issues is very disheartening and the cause is very close to our hearts. On the occasion of Human Right’s Day with the #NoKhaaliPet initiative, we aim to make a difference and invite stakeholders to contribute towards eradicating hunger from our country.”

     

     

  • The Craft Beer launching its new design and brand mascot to represent their true personality

    Witlinger unveils new brand mascot

    By A Correspondent

     

    Witlinger has launched a new brand mascot for its craft beer.  The new design with ‘British Bulldog’ as a mascot highlights Witlinger’s British origin, notes a communique.

     

    Speaking about the brand’s new design, Anuj Kushwah, Managing Director and Founder said: “This is an exciting time for Witlinger as we are showcasing our true identity and characteristics of being very British and honest with what we do i.e. making sincere and honest craft beer. I am certain our new design will capture attention of the millennial and will help them related to what Witlinger stands for. This definitely adds fun in drinking good craft beer with the great bold design.”

     

     

  • The campaign titled ‘Masti – Man of the Match’ has been created and executed by Leo Burnett India

    PSI unveils integrated campaign for Masti Condoms

    By A Correspondent

     

    Masti Condoms has unveiled a campaign after the brand’s decade-long hiatus from the media. PSI IPL is a subsidiary of Population Services International, a global health organisation with operations in 60-plus countries and with programmes targeting malaria, child survival, HIV/AIDS, reproductive health, and diabetes.

     

    Said Shankar Narayanan, Managing Director, PSI IPL: “It is worthy to note that two-thirds of India’s population is constituted by Generation Y and Generation Z. With a young population set, there is a large need for contraception education and contraception use. Also, condoms are the only form of contraception that protect against unwanted pregnancies as well as STIs. Despite the burgeoning population, the condom market has shrunk from 2.1 billion pieces in 2014 to 1.8 billion pieces in 2017. The high decibel communication efforts by numerous players in the category only reveal a lack of a segmented approach. It is also evident that the currently ruling category communication has not helped grow the market.”

     

    Speaking about the campaign and its execution, Arjuna Gaur, Executive Creative Director, Leo Burnett India, said:“The task for brand Masti Condoms was to reach out to men – especially in small towns – and communicate a more progressive take within the category without objectifying women. We wanted to create a platform that would appeal to men in general, so we thought why not leverage India’s favorite pastime – cricket? Hence, we arrived at ‘Man of the Match’, the most identifiable achievement that stands for consistency and performance across age groups and demographics in cricket terms.”

     

    The film has been executed by Prodigious India, Publicis Communications’ inhouse production arm.

  • #EngagePocketStories presents an opportunity to co-author a book with India’s best selling romance author

    ITC engages with author Durjoy Datta in latest digital campaign

    By A Correspondent

     

    ITC’s pocket-sized fragrances Engage has partnered with author Durjoy Datta for its latest digital campaign titled ‘Pocketful O’Stories’– micro-stories that celebrate the unexpected moments of love and chemistry between a couple.

     

    Speaking about the Moosa Khan, Creative Director, Dentsu Webchutney (Engage’s social media agency) said:“The idea just clicks into place with the product -pocket-sized stories for the pocket-sized Engage ON. The digital medium allows us to create instant creative collaboration and the campaign has received a great response from day 1. We’re receiving some delightful stories from people across social media.”

  • Gozoop will be in charge of both the creative – digital as well as mainline duties along with media activities

    Gozoop wins integrated marketing mandate for GNC India

     

     

    Digital-led integrated communications agency Gozoop has won the GNC India account following a multi-agency pitch.Commenting on the partnership, Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop, said: ”In this new world it is important to have an integrated approach towards marketing. Your audiences today are digital first but not digital only. We are delighted to have partnered with a brand like GNC who appreciates the value that such an integrated approach can unlock for the brand. We look forward to leveraging our capabilities to deliver compelling experiences across mediums that will help accelerate the brand in India.”

     

    Added Shadab Khan, CEO, GNC India: “GNC believes in bridging the gap created due to inadequate nutrition in-take in the food consumed by people on a day-to-day basis through its offerings. Through awareness and education through digital mediums, Indian consumers can seek guidance to manage their lifestyle and related issues such as fatigue, stress, vitamin deficiencies, and cholesterol. GNC recommends it four building blocks of nutrition, which are Multivitamins, Omega-3s, Proteins and Probiotics to start their journeys towards Living Well. These building blocks will help through a focused preventive approach to enhance and improve overall health.

     

     

  • The Indian cricket hero is the most valuable celebrity brand as per a Duff & Phelpsreport

    Virat is Celeb #1

     

    By A Correspondent

     

    Duff & Phelps, the leading valuation and corporate finance advisory, has published the third edition of its annual study of celebrity brand values in India.  In the 2017 report titled Rise of the Millennials: India’s Most Valuable Celebrity Brands, Virat Kohli has replaced Shah Rukh Khan as India’s top-ranking celebrity brand. Kohli, along with Deepika Padukone and Ranveer Singh, lead the ascent of the millennials to the top of the rankings.

     

    Said Varun Gupta, Duff & Phelps Managing Director and Region Leader – India, Japan and Southeast Asia: “For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma,” adding:“In addition to Kohli, other young celebrities such as Alia Bhatt, VarunDhawan and badminton champion P.V. Sindhu have either risen in the rankings or entered our top15 list, backed by note-worthy performances in their respective fields and strong endorsement signings over the last year,” Gupta added.

     

    Added Aviral Jain, Director, Duff & Phelps: “While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Dhoni and Sindhu, collectively valued at US$180 million, account for almost a quarter of the total celebrity brand value of the top 15.”

     

    The report also highlights evolving trends in the brand endorsements space, including celebrities endorsing tourism campaigns,backing various sports tournaments/franchises, and launching their own line of merchandise.

     

    Key findings from the report include:

    :: Overall brand value of the top15 celebrities is US$712 million.

    :: ViratKohli tops the list with brand value of US$144 million, followed by Shah Rukh Khan (US$106 million), DeepikaPadukone (US$93 million), Akshay Kumar (US$47 million) and Ranveer Singh (US$42 million).

    :: New entrants to the top15 celebrities included VarunDhawan debuting at number 10 and P.V. Sindhu at number 15.

    :: Millennials currently endorse 64 percent of the total brands endorsed by the top15 celebrities and constitute 63 percent of the total brand value.

    :: The top sectors using celebrity brand endorsers included personal care, food and beverages, automobiles, smartphones and clothing.

     

  • The digital film has been conceptualised by Isobar India

    Adidas says #ItsOnYou, for non-runners

     

     

    Isobar has recently launched a digital campaign – #ItsOnYou – for Adidas.

     

    Commenting on the launch of the new campaign, #ItsOnYou, Sunil Gupta, BU – Head, Adidas Running said: “#ItsOnYouis a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within’. Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur is into action or lull is into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions – that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully.”

     

    Anish Varghese

    Added Anish Varghese, National Creative Director, Isobar India said: “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realize that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end the onus is on you to get up and go for that run.”

     

     

  • Launches ‘Let’s Ride’ and ‘Hi-Perf Ride for Legends’ campaigns for TV and Digital respectively

    Total unveils campaign promoting its ‘Hi-Perf’ offering

     

     

    Total Oil India has launched Total Hi-Perf, an integrated 360 marketing campaign for its new range of motorcycle engine oils for two-wheeler engines.

     

    Speaking about the campaign, Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India said: “The objective of this campaign is to bring to life how the product not only provides protection and optimum performance to the bike’s engine but also ensures a thrill of riding for the biker. Our aim is to also optimize and expand our reach for this campaign through an ideal integration of digital and

     

    As part of the brand launch strategy, Total also reached out to primary influencers– mechanics and retailers and engaged on a one-on-one basis to create awareness and excitement around the brand and the product with the help of new-age technologies. Mechanics and retailers were introduced to the product and brand legacy through the aid of VR.

     

     

  • Highlights that parenting is not equal to constant protectiveness

    HDFC Life’s ULIP campaign takes on bullying

     

     

    HDFC Life Insurance Company has launched a new ad campaign on Unit Linked Insurance policies for planning a child’s future. The ad highlights the issue of bullying and conveys a message that parents need to empower their children to fight their own battles, making them self-reliant.

     

    Commenting on the new campaign, Pankaj Gupta, Executive Vice President- Strategic Alliances, Bancassurance and Marketing, HDFC Life said: “As parents, financial security is not the only gift we want to leave behind for our children. We also want them to be emotionally independent. Our ULIP offerings enable parents to plan their child’s future over the long-

     

    On the creative front, Rajdeepak Das, Chief Creative Officer, Leo Burnett South Asia said: “To truly imbibe ‘Sar Utha Ke Jiyo’ in today’s world, we needed to understand what’s happening with the kids today. Of the many problems that they face today, bullying is something that kids are unable to tackle head on. We wanted to use this as a metaphor to highlight the importance of teaching children to be emotionally independent. I am proud of how our philosophy flows through this entire campaign, and I am confident consumers will relate to it and do what is best for the emotional health of their children.”

     

     

  • Brand ambassadors Varun Dhawan and Shruti Haasan captivate with fun banter

    Fossil launches its maiden TVC in India

    By A Correspondent

     

    Fossil has launched its first ever TV commercial in India to announce the launch of its Gen 3 Smartwatches. Brand ambassadors Varun Dhawan and Shruti Haasan are seen promoting the brand together in the film.

     

    Conceptualised by Mullen Lintas, the films are directed by Tejal Patni with Prasad Naik creating magic with the stills.

     

    Commenting on launch of Fossil’s first ever TVC, Johnson Verghese, VP, Managing Director, Fossil India said: “We are currently going through an exciting phase of growth. For the first ever time we have had the opportunity to associate with Bollywood celebrities like Varun and Shruti to help us narrate our story. The launch of Fossil Q Smartwatches represents the next generation of timepieces; through this launch we hope to push boundaries to include the next gen shopper! Fossil Q comes with a unique advantage of seamlessly merging the best of both worlds – fashion and technology. We are thrilled that the TVC has successfully managed to capture this essence. The brand ambassadors complement Fossil’s legacy and brand ethos of timeless style, authentic inspiration and spontaneous creativity. We look forward to a meaningful journey with them.”

     

     

  • MSL will be responsible for offline/online reputation management, product and brand communications strategy and activation programs amongst others

    MSL wins mandate for Zydus Wellness-Sugar Free

    By A Correspondent

     

    Zydus Wellness has engaged MSL for its corporate and brand communications mandate for Sugar Free.

     

    Said Schubert Fernandes, Executive Director, MSL India: “We are delighted to partner with Zydus Wellness for Sugar Free, a household name for wellness. We look forward to delivering creative thinking that results in ground-breaking work. In the evolving landscape of multichannel communication platforms and changing lifestyles, we are honoured to support Zydus Wellness in their effort to make India a healthier country.”

     

    Added Tarun Arora, Chief Operating Officer & Director, Zydus Wellness: “Zydus Wellness recognises the rapid change in the lives of today’s generation and provides solutions that align with the values of nourishment, nurturing and energizing consumer lives. We are on a threshold of substantial growth based on innovations and portfolio expansion in India and across international markets. We are confident of the expertise our new communications partner, MSL, to support our organisational goals.”

     

    MSL will be responsible for offline/online reputation management, product and brand communications strategy and activation programs amongst others.