MxMIndia

Category: MARKETING

  • The sale communication and anniversary celebrations are being promoted via a multipronged campaign

    Pepperfry turns six; announces discounts via new campaign

    By A Correspondent

     

    On the eve of its sixth anniversary in India, Pepperfry has announced the ‘Birthday Special Sale’ initiative offering discounts up to 50 per cent off on its website. The sale communication and anniversary celebrations are being promoted via a multipronged campaign spread across traditional, social and digital platforms.

     

    Said Kashyap Vadapalli, CMO and Business Head: “We are proud and humbled by the love extended by our consumers who have helped us build India’s favourite home and furniture brand in just six years. Our main campaign film is a culmination of the joy we have felt in delivering products to our customers and the happiness experienced by them in creating dream homes. As we continue our mission to help build 20 million beautiful homes by 2020 we look forward to strengthening our consumer franchise further and build on our core capabilities and strengths to continue to deliver happiness to them.”

     

     

  • Sunny Side Up’s film for the brand tells the story using slices of life of how nothing is assured in our lives

    Sunny Side Up creates film for Bharathi Cement

    By A Correspondent

     

    Bharathi Cement’s latest ad campaign conceptualised by Sunny Side Up talking about how nothing is assured in our lives, but Bharathi Cement is the brand that one can bank on when you are making the most important financial and emotive investment decisions.

     

    Said Saurabh Pandey, Business Head, Sunny Side Up: “We started with an intense 27-city research where both the client and our team visited all stakeholders such as dealers, retailers, builders and the end consumer. This exercise was instrumental in helping us identify the brand space in the minds of both trade and consumers. More interestingly, the core idea for this campaign actually played out in the form of a conversation at a small cement outlet in Nashik where a dealer used the phrase pakka guarantee – while interacting with his customer.”

     

    Talking about the campaign, Anoop Kumar Saxena, CEO, Bharathi Cement, said: “Since the inception of this company, Bharathi Cement has been built as a reliable and trustworthy cement brand in the mind of its stakeholders. People look at trust as an important attribute when it comes to a commodity such as cement. Our brief to the agency was that this idea should get amplified.”

     

     

  • Aims at highlighting easy home loan options

    PNB Housing Finance launches new multi-media brand campaign

    By A Correspondent

     

    PNB Housing Finance has launched a new brand campaign to position itself as a new generation home loan provider. The campaign showcases convenient home loan options by PNB Housing, that help customers realize their dream of owning a home and overcome limitations generally associated with rented homes.

     

    The campaign is an extension of the earlier campaign launched in January 2016. Targeted at new age audiences, the latest campaign comprises of three short commercials, which are complemented by digital, print and outdoor mediums..

     

    Speaking on the occasion, Shaji Varghese, Executive Director, PNB Housing Finance Limited said: “Every one dreams to live in an owned house. However, millions of Indians stay in rented accommodations. It is our endeavour to bring home loan solutions to our customers by providing them simple, hassle-free and transparent options. With this campaign, we want to communicate that it is easy to own a house with PNB Housing Finance.”

     

     

  • Through the product, Berger Paints has subtly touched upon the local culture and added a flavour to the Kerala palette for Malayali consumers

    Berger Paints talks of WeatherCoat Exterior in campaign

    By A Correspondent

     

    Berger Paints India Limited announced the launch of its new ad campaign around WeatherCoat Longlife Exterior Paint specifically for the Kerala market.

     

    This new ad campaign is strategically made to match up to the outlook of Malayalis, notes a communique

     

    Commenting on the concept, Sudhir Nair, General Manager, Marketing, Berger Paints India Limited, said: “The new TV commercial harps on the idea of keeping up the aspirational outlook of  the Malayalis and providing with a quality product which offers ultimate protection under extreme weather conditions. The product is not only everlasting but has an unmatched sheen, which gives protection against fungal and algal growth. After a lot of technological development and innovation we have come up with such a unique product which perfectly suits the requirement of the Kerala consumers.”

     

     

  • As the B2B film sphere is rarely one of entertainment, Electricity and UCT technology were personified to add a human touch

    RR Kabel focuses on UCT benefits in latest campaign

    By A Correspondent

     

    After the launch of its first campaign, RR Kabel now showcases how it’s the little things that make the biggest difference in its new campaign. Like how choosing something as simple as wires with UCT technology can bring a greater safety quotient.

     

    On the success of the UCT campaign, Kirti Kabra, Director, RR Kabel said:“Electrical safety is a vital issue, but often neglected. Thus, we introduced Unilay Core Technology in India. This campaign helped us spread awareness about the need, importance, and benefits of using the next-gen wires with Unilay Core Technology in day-to-day life. This association led us to reach the relevant target audience.”

     

     

  • The study indicates that top marketeers are of the opinion that consumers are more likely to make a purchase decision based on influencers because of the authenticity and affinity elements

    Influencer marketing campaigns the way ahead for marketeers in 2018

    By A Correspondent

     

    In 2018, 92 percent marketers are expected to launch at least one influencer campaign. The popularity of the influencer marketing to drive brand awareness and reputation can be gauged by the insight that 89 percent of marketeers have found the medium to be effective and 62 percent are planning to increase their budgetary allocation towards engaging social influencers, according to the latest India Influence Report2018.

     

    The survey results indicate that more than ever, brands are recognizing that influencers help in leveraging the exposure of the company’s product and can increase brand recognition as a result of consumers leaning on these reviews to make their purchasing decisions. The continued widespread adoption of influencer marketing shows that the channel is becoming an integral part of the marketing mix. In fact, one of the major revelations of the India Influence Report2018 points towards the gradual maturing of influencer marketing in India with 14 percent of the marketeers suggesting an always on-mode and 16 percent planning to integrate influencer marketing within their marketing strategy.

     

    The findings of an exhaustive survey conducted by Zefmo, a leading influencer marketing platform, have indicated that top marketeres are of the opinion that consumers are more likely to make a purchase decision based on influencers because of the authenticity and affinity elements. In addition, an overwhelming number of marketeers feel that increasingly consumers are influenced by their peers when it comes to making a purchase decision.

     

    “Influencers have high gravity of credibility and their medium is fundamentally social. Besides providing exposure to a brand, influencers lend their credibility to it,” said Irfan Khan, CEO, Zefmo. “Today’s consumer can tell the difference between an advert and a personal recommendation. Therefore, influencer marketing is fast changing to become more of an intrinsic part of the marketing strategy. In 2018, we can expect brands to become more sophisticated with the data around influencer marketing strategies.”

     

     

  • The ad series reiterates Flipkart as the preferred destination for fashion

    Flipkart fashion tells users how to look their best

    By A Correspondent

     

    Flipkart has launched its latest campaign that reinforces its claim to be the preferred destination for any kind of shopper, from celebrity fashion lovers or brand enthusiasts or exclusive fashion lovers etc.

     

    Speaking on the campaign, Shoumyan Biswas, Head of Marketing, Flipkart said:“Flipkart is the leader for fashion in the ecommerce space and our vision is to be India’s most preferred destination for trendy and affordable fashion.  We have worked on this vision for past one year and delivered campaigns like ‘If it’s trendy, it’s on Flipkart’ and ‘Be trendy. Always.’ which has given us phenomenal business results. On the back of deep consumer research, we understood that every fashion shopper has a different method to get what they want from Fashion. Being relevant to every kind of fashion shopper, Flipkart can be the best place for everyone to look their best. Our new campaign ‘The best way to look your best’ is centred around this insight and brings alive different fashion shopper archetypes in a fun and interesting manner.”

     

     

  • ScoopWhoop’s latest addition to their app unlocks the inflight feed, allowing users to read ScoopWhoop content while flying, without internet connectivity

    ScoopWhoop launches inflight feed to air travellers

    By A Correspondent

     

    ScoopWhoop Media has announced the launch of inflight feedallowing users to read ScoopWhoop content while flying, without internet connectivity. The feature which is currently in its beta version, appears as a push notification only when one is on airplane mode and is flying above 16000 feet. The feature will dissolve once there is descend in the altitude.

     

    The ‘inflight feed’ feature in ScoopWhoop’s existing app has been conceptualized by Dentsu Webchutney. Speaking on the announcement, Debarshi Banerjee, Co-Founder and Chief Product Officer, ScoopWhoop Media said: “We are very excited to announce the launch of our ‘inflight feed’ feature, aimed to establish an indispensible relationship with our audience anytime, anywhere! We are very happy to collaborate with DentsuWebchutney to conceptualise the new feature. This is the first time that a content publisher has forayed into distributing content basis behavioral patterns for airborne consumers. ScoopWhoop’s aim has always been to become a customer product and continue to revamp the strategy to innovate with the changing environment. We are hoping that the new update will help us build a further close connect with our audience.”

     

    Commenting on the association and innovation, Gurbaksh Singh, Chief Creative Technologist at Dentsu Webchutney said: “Flying in India is mostly a boring experience due to unavailability of in-flight entertainment services. We are delighted to collaborate with ScoopWhoop to develop an innovative feature that will change the way audience consume content. It was fun building the feature; we have deployed over 500 hours in air while testing the feasibility of the feature.”

     

    “We always look for new interesting ways to engage the users. We are quite excited about this new innovation and our endeavor will be to continue to work towards adding more salient features to this update,” added Sudesh Samaria, Chief Creative Officer and Co-Founder, Dentsu Webchutney.

     

     

  • This year the brand has moved a step forward to establish itself as an “ultimate destination” for every kind of fashion shopper

    Flipkart reinforces its fashion focus

    By A Correspondent

     

    As a step-up from its ‘Be Trendy. Always’ campaign last year, Flipkart has recently launched a multi-film campaign aiming to establish itself as an ultimate destination for trendy and affordable fashion.

     

    Conceptualised and executed by Lowe Lintas Bangalore, this year the brand has moved a step forward to establish itself as an ultimate destination for every kind of fashion shopper, notes a communique.

     

    Explaining the rationale behind the campaign, Shoumyan Biswas, Vice President, Brand Marketing, Flipkart said: “Flipkart is the leader for fashion in the e-commerce space and our vision is to be India’s most preferred destination for trendy and affordable fashion.  We have worked on this vision for past one year and delivered campaigns like ‘If it’s trendy, it’s on Flipkart’ and ‘Be trendy. Always.’ which has given us phenomenal business results. On the back of deep consumer research, we understood that every fashion shopper has a different method to get what they want from fashion. Being relevant to every kind of fashion shopper, Flipkart can be the best place for everyone to look their best. Our new campaign ‘The best way to look your best’ is centred around this insight and brings alive different fashion shopper archetypes in a fun and interesting manner.”

     

    Highlighting the campaign thought, Rajesh Ramaswamy, Executive Director, Lowe Lintas said: “Not everyone has the same fashion needs. Some people look for exclusive stuff. Others look for the latest trends. Or the biggest brands. And so on. Working off this insight, we decided to position Flipkart as the perfect ‘hack’ for every kind of fashion shopper. Across five films, we showcased how Flipkart had everything anyone could ask for in the world of fashion, making it the perfect fashion destination for everyone.”

     

     

  • The anthem will be distributed on major platforms through hoichoi’s distribution channel

    Hoichoi’s new brand anthem celebrates life to its fullest

    By A Correspondent

     

    Hoichoi, a digital platform exclusively for Bengali content, has launched its brand anthem.

     

    The music video for the anthem has been directed by Tollywood director, Birsa Dasgupta and produced by SVF Entertainment. The tune has been composed by Indraadip Das Gupta and written by Prosen and Rajeev Chakraborty. Singers Ishan, Somlata and Prasmita have lent their voices to the anthem while Suyasha Sengupta, the lead singer of Indie Rock band Ganesh Talkies, has also been roped in as part of the video.

     

    Speaking about the hoichoi Anthem, Vishnu Mohta, Executive director – SVF and co-founder, Hoichoi said: “The message of the anthem is to bring people together through entertainment, which is also the mission of hoichoi, as a brand.”

     

     

  • Dentsu Webchutney had been entrusted in mid-2017 with the digital, social, creative and media buying mandate for Piaggio’s Vespa and Aprilia Brands in India

    ‘What the fun’, says Dentsu Webchutney in latest campaign for Vespa

    By A Correspondent

     

    Piaggio India’s Vespa launched the Red edition in India in the month of October this year as an extension of its existing global collaboration with Red, an organiation that partners with global brands to create awareness and support the fight against HIV/AIDS. The sale of each Vespa (Red), which was presented by actor and UN Women Goodwill Ambassador, Farhan Akhtar, at the launch event, contributes to financing to a global fund to fight AIDS in India.

     

    Said Ashish Yakhmi, 2W Business head at Piaggio India: “Piaggio has successfully created the premium positioning in the 2 wheeler segment with its iconic Italian brand Vespa and the racing brand Aprilia. We have built a strong connect with the youth through the digital medium. Webchutney is a highly creative agency and we believe that they are the best fit to manage our brands. The initial campaigns they handled for Aprilia and Vespa on the digital, creative and media side are full of creative genesis”

     

    Added Nishi Kant, EVP and Branch Head, Dentsu Webchutney– Mumbai: “The team couldn’t keep calm since the day we received the brief. Our pitch was one of the finest that we have produced so far. We had great fun working on these two campaigns as the brand that appeal to a young, sporty, fun-loving audience and have a tremendous heritage value as well. This is going to be a great ride and here’s to many more such campaign.”

     

    According to Gaurav Soi, Executive Vice President, Growth, Webchutney said: “Aprilia has great racing heritage, while Vespa is an iconic brand. To get the opportunity to be part of the pitch process was exciting in itself, but to have the brands on our roster and to create communication that resonates with the audiences is the icing on the cake.”

     

     

  • New campaign bolsters Asian Paints’ existing corporate stand, ‘Har Ghar Kucch Kehta Hai’

    Asian Paints inspires people to lead richer lives with #HomesNotShowrooms

    By A Correspondent

     

    Asian Paints has unveiled a corporate digital campaign #HomesNotShowrooms.

     

    Conceptualised by Ogilvy, the corporate digital video launched on January 12, and captures the emotion of what a ‘home’ truly is, notes a communique.

     

    Speaking about the campaign, Amit Syngle, COO, Asian Paints Limited said: “‘Har Ghar Kucch Kehta Hai’ is a summation of our positioning and an expression which is timeless and is as relevant today as it was before. With #HomesNotShowrooms we are instilling empathy and meaning into decor in order to inspire people to lead richer lives at home. Being a forerunner in the décor space, Asian Paints also owns the emotion of home more powerfully than any other brand in India.”

     

    Speaking more about the campaign, Sukesh Nayak, CCO, Ogilvy, said: “Decor should not just be about beauty but happiness too.  #HomesNotShowrooms is an idea that will help build empathy and inspire people to lead richer lives at home.”