MxMIndia

Category: MARKETING

  • The 360-degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with a pan India integrated campaign

    By A Correspondent

     

    Jabong has launched its multimedia advertising campaign for the third edition of ‘Big Brand Sale’ to be held from January 25 to 28.

     

    As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarry bowen, the TV commercial would be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in five- and 10-second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel & Tata Sky) and digital, with OOH across eight cities.

     

    Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • The film was helmed by Konkana Sen Sharma and features model and actor Tara Sharma

    Nykaa celebrates strides made by Indian women in latest brand campaign

    By A Correspondent

     

    Multi-brand online beauty retailer Nykaa has launched its maiden campaign conceptualised by Mullen Lintas. The campaign is a celebration of confident and successful strides made by women in different walks of life. The film was helmed by Konkana Sen Sharma and features model and actor Tara Sharma.

     

    Speaking about the campaign, Virat Tandon, CEO – Mullen Lintas said: “It’s a great time to be woman. They are challenging stereotypes, dismissing the status quo. There is a definite and positive shift in the way women are embracing power and success. And it’s exactly this unapologetic assertiveness that we are applauding in our campaign for Nykaa.com. We are really proud to partner them in their maiden campaign ”

     

    Added Falguni Nayar, Founder & CEO, Nykaa.com: “At Nykaa we believe things are improving for women in terms of greater opportunities to participate and achieve in diverse field of work. Traditional stereotypes of what roles were suitable for women are being broken – we have a woman as a Defence Minister, earlier as Commerce Minister, we have women as pilots, we have actresses being able to embrace motherhood, and women are achieving greater heights in sports. We believe these are good times for women, a time to celebrate how women have embraced multiple and diverse roles – they believe in themselves and dream for themselves. Women want to be the primary actor of their life. We partnered with Mullen Lintas with their great reputation for helping brands deliver their message on traditional as well as new mediums and we are really happy to have none other than Konkana Sen Sharma’s artistry to bring the message to life.”

     

     

  • Becomes the first women cricketer to sign bat endorsement deal with CEAT

    Ceat signs endorsement deal with Harmanpreet Kaur

    By A Correspondent

     

    Ceat Ltd has announced its association with cricketer Harmanpreet Kaur, for a period of two years. The bat endorsement deal makes Kaur the first woman cricketer to sign such a deal and join the likes of Rohit Sharma, Ajinkya Rahane and Ishan Kishan on board.

     

    Commenting on the partnership, Nitish Bajaj, Vice President – Marketing at Ceat, said: “The profile of women’s cricket has had a staggering increase with the 2017 World Cup itself proving to be one of the breakthrough tournaments. The Indian Women’s Cricket team has been performing brilliantly over the years and we at Ceatstrongly believe in supporting the sport. We are proud to sign Harmanpreet Kaur as our first women cricketer on board, who has been an inspiration to budding cricketers on and off the field. We believe that her dynamic personality combined with her performance on the field represents the values that Ceat believes in.”

     

     

  • The ‘Brand of Odisha Pride of India – Corporate Excellence Awards’ were presented in five categories: Large, Medium, Small, PSU and Emerging

    Sambad Group felicitates outstanding business enterprises from Odisha

    By A Correspondent

     

    In its endeavour to felicitate business enterprises who have made their presence felt outside Odisha, Sambad Group honoured 14 deserving companies at a function recently.

     

    The ‘Brand of Odisha Pride of India — Corporate Excellence Awards’ were presented in five categories: Large, Medium, Small, PSU and Emerging. In each category, Platinum, Gold and Silver awards were given, except in Emerging category where only two were felicitated.

     

    Odisha Chief Minister Naveen Patnaik graced the occasion as chief guest alongside Sambad Group Chairman Soumya Ranjan Patnaik and Managing Director Monica Nayyar Patnaik.

     

    “The Brands of Odisha are truly the pride of India as the catch phrase of this event proposes. The men and their hard work behind the Brands are reflective of a dream to excel and to make their vision a reality. It is also reflective of an assertion of 21st century Odisha where people are ready to plunge into the world of business and create their own identity at national and global level,” the CM said.

     

    Added Sambad Group Chairman Soumya Ranjan Patnaik: “We are being accused of finding faults and critical of others through our newspaper. In a departure from this, we will felicitate the industries who have made Odisha proud.”

     

    Said Sambad Group Managing Director Monica Nayyar Patnaik:“We had received an overwhelming number of entries in all the categories. Jury members from top institutions like IIM and ITC were part of the tough selection process to instil credibility. We are happy to successfully organise first-of-its-kind award in the state.”

     

     

  • Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer attention on YouTube

    Vivo’s ViewTube delivers unique creative solution

    By A Correspondent

     

    Vivo has rolled out a digital campaign ViewTube giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer attention on YouTube.

     

    Speaking on the campaign, Kenny Zeng, CMO, Vivo India said: “Vivo has always strived for innovation in all its aspects – right from products to our marketing approach. With the launch of our new digital campaign, we aim to market Vivo V7 in a non-intrusive way to our consumers.”

     

    Added Rajiv Dingra, founder and CEO, WATConsult: “The digital marketing world is evolving with newer advertising concepts being introduced every day. Today, consumers prefer relevant content which delivers the intended message quickly and with some quirk. The ViewTube campaign has rightfully delivered on the requirement of Vivo’s new age consumers.”

     

     

  • The company’s new positioning of ‘Life ka Take-Off’ implies the transformational growth in the lives of its customers

    IndoStar Capital Finance Limited believes every life deserves to take-off, in latest brand campaign

    By A Correspondent

     

    IndoStar Capital Finance Limited has unveiled its new brand positioning that signifies of IndoStar as a Non-Banking Financial Company (NBFC).

     

    Conceptualised by Grey, the new brand campaign refers to the upward change of trajectory that IndoStar initiates through its advice and products.

     

    Said R Sridhar, Executive Vice-Chairman and CEO, IndoStar Capital Finance Limited: “As our offering moves to B2C, we felt a need to communicate in a succinct and lucid manner. We wanted our brand identity to be distinctive and have a consumer friendly touch and GREY has helped us in doing just the same. Our new tagline “Life ka Take-Off” reflects our commitment and responsibility to lead the transformational growth in the lives of our customers by offering the best of advice and products. We are happy to associate with GREY which has done a magnificent job in portraying IndoStar to the outside world.”

     

    Adding about the new campaign, Sandipan Bhattacharyya, Chief Creative Officer, Grey said: “Our starting point was the new purpose of IndoStar and how we could humanize it and, translate it into a gesture that captures the soaring spirit of middle India. The team then used slices of peoplesÂ’ ambition to embed this gesture, hopefully into popular culture. ‘Life ka take-off’ is a campaign that’s encouraging, reassuring and positive; just the kind of thrust millions of Indians need today”.

     

     

  • The campaign was launched by film actress Kajol Devgan, the newly appointed advocacy ambassador for the initiative

    HUL’s take 2 on ‘SwachhAadatSwachh Bharat’ seeks to create a nation of Playing Billion

    By A Correspondent

     

    Hindustan Unilever Limited, as part of their SwachhAadat, Swachh Bharat initiative has launched a new campaign – A ‘Playing Billion’ to promote three simple hygiene habits among children. The campaign was launched by actor Kajol, the newly appointed advocacy ambassador for the initiative.

     

    Talking about the campaign, Sanjiv Mehta, CEO and Managing Director, Hindustan Unilever Limited said: “We believe that it is through our ‘SwachhAadatSwachh Bharat’ campaign that HUL can support the Government’s Swachh Bharat Abhiyan. Through the ‘Playing Billion Campaign’, we aim to reinforce the need to adopt three simple hygiene habit and promote good health and hygiene practices among children.”

     

    Commenting on the campaign, Arun Iyer, Chairman & CCO, Lowe Lintas said: “As a nation, the biggest victims of poor sanitation and unhygienic habits are children, and these often rob children off small and simple joys of childhood. In this campaign, with kids at the centre of our communication, we made an attempt to not only tap into the collective consciousness of the society but to also directly encourage children to adopt these life-saving habits. The narrative is further accentuated by weaving it around Cricket. The SwachhAadat initiative is close to our hearts, and I’m happy that it gave the brands (Lifebuoy, Domex and Pureit) an opportunity to be agents of behavioural change.”

     

     

  • A TVC capturing the essence of TECNO’s promise of ‘Magic in any light’ through Camoni

    Tecno unveils ad campaign to promote ‘Camoni’

    By A Correspondent

     

    Tecno Mobile has announced the launch of its ad campaign for its smartphone Camoni. The campaign is created by Creativeland Asia and is directed by Kartik Ramnathkar and produced by MayurGoel.

     

    Commenting on the TVC, Gaurav Tikoo, Senior Vice President Marketing, Transsion India, said: “Seizing the fun and worthwhile moments in a day and sharing it with one’s friends and folks is a trend of this insta-age. Riding on this trend, Tecno’s Camoni series has been designed for the spirited people who like to keep up with such drifts in a generation. Through this TVC, the idea was to bring its superlative camera features to the fore and highlight Camon i’s brand promise ‘Magic in any light’.”

     

    On the launch film, Anu Joseph, Chief Creative Officer, Creativeland Asia, said: “Two truths define this film. The first one is that young people today document their entire lives on their smartphone cameras. And the second truth is that TecnoCamoni has some of the greatest features on both its cameras that make it the best to take pictures in any kind of light (you should actually see the pictures it can shoot in the lowest of lights to believe it). The film is a portrayal of both these truths.”

     

     

  • Chef Sanjeev Kapoor will highlight the usage and benefits of Olive Oil in Indian Cooking

    Leonardo Olive Oil signs Sanjeev Kapoor as brand ambassador

    By A Correspondent

     

    Leonardo Olive Oil, a flagship brand of Cargill’s food business in India, signed celebrity chef Sanjeev Kapoor as its brand ambassador.

     

    Commenting on the partnership, Deoki Muchhal, Managing Director of Cargill‘s food business in India said: “In keeping with our goal of nourishing the world, we aim to provide our consumers with the very best of health and nourishment, through our product portfolio. Leonardo Olive Oil has overarching health benefits and provides our consumers with an undeniable health proposition while cooking their daily food. Chef Sanjeev Kapoor is recognized across the country as the quintessential face of high-quality Indian cooking and we believe he best communicates our message of giving prime importance to good health on an everyday basis. This partnership represents our attempt to collaborate with experts to make the world a healthier place, together.”

     

     

  • To do well in exams, students must study in a stress-free environment without the fear of failure

    Horlicks hopes to keep stress levels in check with ‘Fearless Kota’

    By A Correspondent

     

    Kota has been in the news given the recent Tata Institute of Social Sciences study. And then there’s this new Horlicks campaign titled, ‘Fearless Kota’ crafted by FCB Ulka.

     

    Said Swati Bhattacharya, CCO, FCB Ulka: “It’s like Mother Teresa said – ‘The hunger for love is much more difficult to remove than the hunger for bread.’ Students in Kota have access to the best faculty and world class facilities, but they’re missing a fundamental need that is as biological as the need for vitamins. We’ve termed this “emotional nutrition”, and Fearless Kota is our way of showing its power.”

     

     

  • The 360 degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with pan-India campaign

    By A Correspondent

     

    The sale was until yesterday, January 28, but here’s news on what Jabong did to promote the third edition of its ‘Big Brand Sale’. As part of the campaign, Jabong launched a 30-second television commercial, where the ‘Big Brand Sale’ was depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarrybowen, the TV commercial aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • Kicks off with a powerful film featuring children talking about the daily instances of academic pressure they face due to comparison by parents

    Mirinda unveils second edition of ‘Release The Pressure’ campaign

    By A Correspondent

     

    Last year, Mirinda had a campaign based on the exam pressure kids face because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand is making this voice louder and bringing to the forefront the issue of constant comparison by parents.

     

    The film, conceptualised by creative agency BBDO and created by acclaimed director Shoojit Sircar, aims to make parents realise how situations of constant comparison can lead to lower self-esteem amongst teenagers.

     

    Speaking about the film, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Mirinda’s ‘Release The Pressure’ campaign stems from an insight that homes turn into pressure zones as exam season approaches. Parents have good intentions at heart but sometimes their motivation methods end up being stressful for their kids. Continuing the momentum of the first edition of the campaign, our goal this year is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance.”

     

    Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “As a popular national brand, Mirinda stands committed to its teenage audience and their interests. In the latest campaign, we’ve built on last year’s brand idea ‘Release The Pressure’ by decoding the actions that add pressure in the teenager’s life. One big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behavior of constant comparison – that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time.”