MxMIndia

Category: MARKETING

  • Fastrack has launched a new watch collection – Loopholes with an all-new campaign creatd by Lowe Lintas’ Bengaluru office

    Lowe Lintas creates new campaign for Fastrack

    By A Correspondent

     

    Said Shiv Parameswaran, Executive Creative Director, Lowe Lintas Bangalore: “Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for “Loopholes” also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them.”

     

    Added Ayushman Chiranewala, Head of Marketing –Fastrack:  “The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It’s made for the youth who is always on the move. The campaign highlights the ‘holes/ perforations’ on the watches and adds a quirky and fashion forward touch which depicts how the consumer is on the look out to get out of sticky situations by finding out loopholes. The collection has 36 Watches sporting various functions like day date feature and multifunction feature, split equally between guys and girls.”

     

    Speaking on the agency’s work produced for the brand, Hari Krishnan, President (South) – Lowe Lintas said: “When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity.”

     

    The campaign will be visible in the online media on YouTube and social media platforms. A series of outdoor communication augmenting the design idea will also bolster the campaign’s visibility.

     

     

  • Leo Burnett India conceptualised and executed an on-ground activity for the brand at Bengaluru airport

    Amazon Prime Video grabs attention at BLR airport

    By A Correspondent

     

    After unveiling a campaign to give consumers a sense of its content library’s wide and exclusive nature, Amazon Prime Video has carried out a brand new activity by demonstrating its convenience to people on the move.

     

    To highlight how Amazon Prime Video’s latest and wide range of movies and TV shows can be everyone’s travel companion, Leo Burnett India came up with a way of communicating the message at the best location possible – the airport. Utilising the boring wait time that passengers have to suffer before their luggage arrives, Amazon Prime Video showcased its wide range of movies and TV shows on the conveyor belt. The activity was carried out at Bengaluru airport for 10 days. The brand has also planned to amplify the activity by carrying it out at other airports across India.

     

     

  • The design with ‘British Bulldog’ as a mascot characterises Witlinger’s British origin

    Elephant brings out #BoldlyBritish in Witlinger’s new packaging

    By A Correspondent

     

    Pune-based Elephant has created a new visual language on the bottle to communicate Witlinger beer’s British personality. The new design with ‘British Bulldog’ as a mascot characterises Witlinger’s British origin.

     

    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. This definitely adds fun in drinking good craft beer with the great bold design.

     

    Added Ashwini Deshpande, Co-founder, Director Elephant: “While many craft beers try to keep their origins ambiguous , here was a brand that wanted to convey its British origin unabashedly. We decided to leave the cliched British iconography and found a true hero in British bulldog! The idea is to bring various facets of the persona to life on align with each of the crafted brews.”

     

     

  • Kraft Heinz, in collaboration with digital agency FoxyMoron, looked at creating curiosity and keeping viewers hooked on

    Heinz Tomato Ketchup asks viewers to skip

    By A Correspondent

     

    Heinz Tomato Ketchup’s latest campaign furthers its brand promise of “Taste That Grabs You”! The concept features mouth-watering food and how people are so engrossed in eating the Heinz ketchup that they ignore everything else.

     

    Kraft Heinz, in collaboration with digital agency FoxyMoron, looked at creating curiosity and keeping viewers hooked on. The campaign consists of six pre-rolls ads wherein the protagonists do exactly the opposite and tells the viewer to hit the skip button! The videos then proceed to showcase how the protagonist enjoys the taste of Heinz Tomato Ketchup so much that they don’t care about their surroundings or anything else at all.

     

    By telling its viewers to hit the skip button, Heinz Tomato Ketchup created intrigue and got the viewers to watch what the pre-roll had to offer and the results did not disappoint!

     

    Videos

    Heinz Tomato Ketchup| http://bit.ly/2BNXEz3

    Heinz Taste That Grabs You Story Videos

    1)      The Mother - http://bit.ly/2kOVhBQ

    2)      The Kid - http://bit.ly/2CN6UQZ

    3)      The Corporate Guy - http://bit.ly/2DhX0bi

    4)      Mr Cool - http://bit.ly/2Bl8MEp

    5)      The Girl - http://bit.ly/2ksUU0l

     

  • Comes up with a light-hearted TVC targeted towards kids

    Prataap Snacks launches TVC for ‘Yum Pie’

    By A Correspondent

     

    Prataap Snacks Ltd (PSL), a snack foods company with products spanning across various categories like extruded snacks, chips and namkeen, has entered the category of sweet snacks market through its wholly owned subsidiary with the launch of its new brand ‘Rich Feast’. The first product under the new brand is ‘Yum Pie’, a three-layered treat with sponge cake, flavoured jam and chocolate ad this happens with a new TVC created by WYP (What’s Your Problem).

     

    Speaking on the launch,  Amit Kumat, MD & CEO, Prataap Snacks said: “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.

     

     

  • We have observed that even first time buyers of health insurance are usually of relatively progressed age, notes Business Head Sachin Maheshwari

    Religare Health Insurance to catch them young with YouTube ad

    By A Correspondent

     

    Religare Health Insurance has gone live with its first ever YouTube ad video.

     

    Commenting on this launch, Sachin Maheshwari, Business Head- Digital and Business Development, Religare Health Insurance said: “We have observed that even first time buyers of health insurance are usually of relatively progressed age. This is because customers believed that they would not encounter any serious medical condition in their younger years. This campaign is part of our sustained efforts to apprise customers with facts that would enable them to secure themselves with a health insurance as early in their lives as possible.”

     

     

  • Aims to spread awareness about Life Insurance as a tool to provide adequately for certainties and life goals

    Because life is full of certainties, says IndiaFirst Life

    By A Correspondent

     

    IndiaFirst Life Insurance, a joint venture between the Bank of Baroda, Andhra Bank and Legal and General, UK, has an advertising campaign titled, “Because Life is Full of Certainties”.

     

    Said Rushabh Gandhi, Director, Sales and Marketing, IndiaFirst Life Insurance: “It was imperative for us to get our brand positioning aligned to our customers first philosophy. From here stemmed the idea of ‘Because Life is Full of Certainties’, a proposition born out of the understanding that life isn’t full of accidents waiting to happen. In fact, it is full of certainties like getting married, having children, getting them married and retiring. So instead of worrying about things that most likely won’t happen, why not prepare for those that certainly will.”

     

    Added Prakash Nair, Executive Vice President, Ogilvy & Mather: “One of the biggest barrier to insurance in India is the Superman Syndrome- the “I don’t need it. Nothing will happen to me” attitude. And the best way to convince these folks is straight talk – no jargon and no emotional overdose! The best way to get them to sit up and take a second look at us would be to tell them what will happen versus what could, maybe, happen. Thus was born the thought ‘Life is full of certainties’. It’s a simple and refreshing view of life insurance, one that will create a distinct identity for the brand”.

     

     

  • The TVC has been created by JWT, Kolkata

    Dalmia DSP Cement unveils first ever brand campaign

    By A Correspondent

     

    DSP Cement, the premium offering from Dalmia Bharat Cement stable, has unveiled a TVC to reinstate its positioning as ‘The Dhalai Expert’.The TVC has been created by JWT, Kolkata.

     

    Speaking on the campaign, B K Singh, Senior Executive Director – Group Marketing, Dalmia Bharat Cement, stated: “Dalmia DSP is the coming together of the best technological innovation and highest product quality to deliver durability for generations. Dalmia DSP plays a critical role in the lives of people and will continue to provide progressive ideas and thought leadership for the industry. We are here to stay and build the new world.’’

     

    Added Arjun Mukherjee, VP & ECD of J Walter Thompson, Kolkata: “To justify the superiority of Dalmia DSP Cement we decided to build on the futuristic platform. However, the challenge was also to give an emotional hook to a technology product. We took extreme care to play up the softer attributes of the robot, so that he exudes certain warmth and makes the entire proposition a lot more believable.”

     

     

  • The ad features actor Ranveer Singh in a 'Never Give Up Ever' attitude

    Thums Up Charged inspires you to #TakeCharge with its new campaign

    By A Correspondent

     

    Thums Up has unveiled its new #TakeCharge adfilm with actor and Thums Up brand ambassador – Ranveer Singh.

     

    Commenting on the launch of the new campaign, Ajay Bathija, Director, Colas Marketing, Coca-Cola India & South West Asia said: “Thums Up TVCs are all about seeking thrill, adventure, exhilaration and excitement and Ranveer Singh as a brand ambassador embodies all of that perfectly. The ‘#TakeCharge’ campaign is about taking the controls of life in one’s hands and overcoming adversities by not giving up hope. Our TVC captures this attitude and we are confident that the campaign will resonate well with all Thums Up lovers.”

     

    Speaking on the TVC, Sainath Saraban, Creative Head, Leo Burnett, said: “Thums Up Charged is Thums Up with extra thunder in it – just the kind of push that somebody needs to take his or her achievement to the next level. Even though the story is set in a massive car race that makes for grand theatre, it is an intensely personal journey about how a huge victory starts within your own self. When I wrote this film, I wanted to leave the viewer with a message that worked at a product level and was inspirational as well. If there’s one thing we want people to do after being exposed to this communication, it is to – #TakeCharge.”

     

     

  • Developed by creative agency Wieden and Kennedy, is a 45-second film that captures the brand philosophy and asks the youth to express their true self through music

    Budweiser launches first ever TVC in India

    By A Correspondent

     

    Budweiser has unveiled its first ever TVC in India titled ‘Let Your Sound be Seen’.

     

    The TVC marks the brand’s music-led campaign under Budweiser Experiences. The TVC, developed by creative agency Wieden and Kennedy, is a 45-second film that captures the brand philosophy and asks the youth to express their true self through music.

     

    Commenting on the campaign, Kartikeya Sharma, Marketing Director, ABInBev, India, said: “2017 has been a fantastic year for Budweiser Experiences, as we brought to life never-seen before music and cultural experiences like Halloween and BUDx in India. Our first Made-in-India TVC captures how music provides real freedom to today’s millennials and inspires them to live life on their own terms. Budweiser Experiences will continue its agenda of effective storytelling and impactful story-doing in the coming year as well.”

     

    Speaking about their inspiration behind the campaign, Jonathan George, Creative Director, Wieden and Kennedy, Delhi added: “Our task was to make an international brand feel approachable to the Indian millennial via the passion point of music – so we showed a house party that makes you wish you were there, combining a modern vibe with the spontaneity of the Indian scene. We wanted to give a message that through music, anyone and everyone can show their true selves. Getting the music right was equally crucial, and Jungle’s ‘Busy Earnin’ gave us the perfect texture of old-school synth and energetic dance music.”

     

     

  • A new TVC, starring Salman Khan, is expected to go on air soon across all major channels

    Salman Khan to endorse edible oil brand for Emami

    By A Correspondent

     

    Actor Salman Khan has joined superstar Amitabh Bachchan in endorsing Emami’s edible oil brands. Emami has three brands in its edible oil business – Emami Healthy & Tasty, Himani Best Choice and Rasoi apart from Bake Magic – a speciality fat brand.  Salman Khan will endorse the brand Himani Best Choice.

     

    A new TVC, starring Salman Khan, is expected to go on air soon across all major channels. The TVC, produced by Opticus Inc., is conceptualised, written and directed by Nitesh Tiwari of ‘Dangal’ fame, whereas famed Cinematographer Setu of Kahani/Dangal fame is the cinematographer and Ivan Fernandez is the food stylist.

     

    Speaking on this occasion, Aditya Vardhan Agarwal, Director, Emami Group said: “After attaining the leadership position in the Eastern markets, we now have ambitious plans to take our edible oil brands on national platforms. To reach out to the consumer base nationally, what could have been a better idea than to have two heavy duty stars on board who enjoy a strong pan-India appeal that cuts across with both masses and classes. Salman Khan has a huge fan following which is evident from his slew of box office grossers like Sultan, Kick, Bajrangi Bhaijaan, Dabang and more recently Tiger Zinda Hai and we felt that he would be the right fit along with Big B to take our brands to a wider consumer base.”

     

     

  • Rich Feast and WYP team up for launching Yum Pie

    Yum Pie inculcates the value of sharing in latest campaign

    By A Correspondent

     

    Rich Feast has launched Yum Pie, which is a mixture of cake, flavoured fruit and chocolate. This product offering is available for Rs 5. As parents are constantly juggling between work and spending time with kids, they prefer buying them toys. Hence, What’s Your Problem arrived at the insight that children have become demanding and selfish. This film is an attempt by WYP to inculcate the habit of sharing.

     

    Said Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy – What’s Your Problem: “We knew perfectly well that this is not about making a regular ad film. The insight is a great (positive) challenge for us. The unattended kids start demanding toys. We wanted to tackle that fact so that they begin sharing and not just stubbornly asking parents for toys.”

     

    Added Huzefa Roowala, Director, Content and Creative – What’s Your Problem: “We wanted to create a film that would seamlessly introduce a new product to children as well as their parents and instil the goodness of sharing.”

     

    Said Amit Kumat, MD and CEO- Yum Pie: “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.