MxMIndia

Category: MARKETING

  • Creativeland will be responsible for creative communication strategy, planning and execution on six brands of Rupa – Frontline, Euro, Thermocot, Bumchums, Torrido and Jon

    Creativeland Asia to handle Rupa mandate

    By A Correspondent

     

    Rupa has appointed Creativeland Asia as its creative partner. As part of the mandate, Creativeland will be responsible for creative communication strategy, planning and execution on six brands of Rupa – Frontline, Euro, Thermocot, Bumchums, Torrido and Jon.

     

    On appointing Creativeland Asia, Mukesh Agarwal of Rupa & said: “Innovation and excellence is what has helped Rupa become a dominant player in the knitwear segment. We have ambitious growth plans and believe that Creativeland Asia is aligned to our vision of taking the brand to the next level. They demonstrated a clear understanding of our business and the category and have a proven track record of creating remarkable campaigns and out of the box communication for their clients. We look forward to working with them.”

     

    Sajan Raj Kurup

    Commenting on the win, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia Group said: “Creativeland welcomes home the brands from Rupa. It is always exciting to work with legacy brands and family owned businesses in India. They are extremely grounded, instinctive and decisive. I look forward to a strong relationship with the House of Rupa and hope to create some magic together.”

     

     

    Rana Barua

    Added Rana Barua, Chief Executive Officer, Creativeland Asia Group: “Rupa is an iconic indigenous brand and we look forward to create some fantastic campaigns together. What is interesting is that we met them with an idea on one of their brands and after listening to our thought process and suggestions, the management was sure that we were capable of handling multiple brands across their portfolio. We are keen to be a part of their growth journey and hope to live up to their expectations.”

     

     

  • Conceptualised by What's Your Problem Brand Solutions Pvt.Ltd., the campaign is led by a social experiment followed by a web series that encourages parents to spend quality time with their kids

    Kores emphasizes on spending quality time with kids

    By A Correspondent

     

    As a leader in the clay category in India, Kores wanted to shift the attention from traditional ways of playing to creative and innovative ways of playing together with parents. The campaign aims at introducing this product to its target audience with a proposition that would make playing with clay a bit more meaningful not only for the kids but also for the parents.

     

    Said Amit Akali, Managing Partner & Creative Head and Tejas Mehta, Co – Founder and Director – Account Management and Strategy – What’s Your Problem: “We were clear that this is not about making a regular ad film. The insight is much deeper and needed a tool that would bring the insight alive beautifully. Research pointed out that parents do spend time with their kids but it is not always quality time. They are busy with their work and the kids are left unattended in spite of them being around. We wanted to highlight this fact and make people realise that some behavioural shift is required to spend quality time with kids.”

     

    Added Sameer Mehta, Executive Director – Kores India Ltd: “We are excited about the entire ecosystem that brings the product alive. We believe that this is one effective way to engage parents and kids and bring them to the table to innovate and play together. Also, each webisode helps build a unique piece that completes the carnival theme associated with the Do It Together Kits. These webisodes are panned across a period of five weekends to help parents inculcate a new habit of spending quality time with their kids. We also hope this eventually becomes a part of the daily routine and is adapted by schools too.”

     

     

  • The Texperiential Labs will be located in Fountainhead MKTG's facilities and be headed by Balesh Bhatt, Vice President – Technology

    Fountainhead Digital Mktg unveils experiential technology lab

     

     

    Fountainhead Digital Mktg has launched ‘The Texperiential Labs’ – an experiential technology focused innovation centre. The labs will feature latest technologies across virtual, augmented and mixed reality, robotics, multi-platform user experience design, web and mobile technology experiences, social experiential applications, internet of things and experiential analytics.

     

    Commenting on the launch, Thapas Joseph, President, Fountainhead Digital Mktg said: “The Texperiential Labs is a result of years of capability development across different technology domains. Our team has built a strong in-house skill set in being able to deliver complete technology-driven brand experiences from Strategy to Shipping, with a focus on bringing the best practices of both the creative and technology industries together. The Texperiential Labs will be a space for our clients to come and experience first-hand, the pivotal role that various technologies can play in their brand experience strategy.”

     

    Added Brian Tellis, Co-founder abd Group CEO, Fountainhead Mktg: “The consumer is demanding deeper, more accessible and more engaging relationships, and a very large aspect of this engagement is driven through digital communication. Given consumers’ heightened awareness of what’s happening around the world, they also increasingly demand more immersive experiences. For effectiveness in engagement it’s essential to know your consumer as well as you possibly can, hence data and its various derivatives is a huge facilitator.”

     

    The Texperiential Labs will be located in Fountainhead MKTG’s facilities and be headed by Balesh Bhatt, Vice President – Technology. It will also be a space for collaborative development and will be opened for the academic and student communities in future.

     

     

  • The ‘Generations Apart’ film uses parents’ expectations of their children through the father/son relationship as a foundation for the social experiment

    Heineken hopes to unite generations via latest campaign

    By A Correspondent

     

    Heineken has launched an India-specific ‘Generations Apart’ campaign to address the father-son communication gap, a social norm prevalent in India, but an issue found worldwide. The experiment aims to surface invisible barriers and inspire open discussion.

     

    Said Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited: “With Generations Apart, Heineken has launched a campaign that is attuned to the Indian market for the very first-time. India is a key market for Heineken, and we are committed to exploring innovative avenues to engage with the Indian consumer. With the current generation gap and polarising opinions in the country, we felt it apt for us to play a part in providing a platform for people to open their world and spark positive conversations.”

     

    Added Gianluca Di Tondo, Senior Director Global Heineken brand: “Open Your World gives us an unprecedented opportunity to help change attitudes and spark conversations between different ages, genders and cultures. This campaign reinforces our belief that you can build true human connections and break down barriers when you enjoy shared experiences”.

     

     

  • Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel

    CaratLane unveils ‘The New Expressions of Love’ campaign for Valentine’s Day

    By A Correspondent

     

    CaratLane has tapped into the emoji-speaking, meme-sharing and self-expressive nature of millennials with an upbeat Valentine’s campaign titled the ‘New Expressions of Love.’ Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel.

     

    Talking about the campaign Atul Sinha- Senior Vice President Marketing, CaratLane said: “The New Expressions of Love’ campaign beautifully captures how we’ve made precious jewellery the coolest (yet affordable) way to express your love this Valentine’s Day. Every design from our Valentine’s collection comes with an expression, all you have to do is choose yours. If she makes you LOL all the time, then tell her so with the smiley ring!”.

     

     

  • The fashion retail brand claims to be speaking the language of GenZ to boost its winter collection sale

    Brand Factory does a ‘dhoka’ with #KTPD campaign

    By A Correspondent

     

    We’ve seen it being used in Bollywood, so it’s assumed that it will be cool in advertising too. Assuming that its target audience will be tickled by the campaign, Brand Factory and its agency IdeateLabs launched what it says is a  quirky campaign titled ‘Khade Thand Par Dhoka’ (#KTPD). This is what a communique says: “This campaign was inspired by KLPD – a popular slang that never fails to grab attention. While KLPD meant things going wrong in general, KTPD stood for things that go wrong in winters.” Well, KLPD may mean things getting messed up, but the ‘L’ in the abbreviation refers to a male body part and is definitely not in good taste.

     

    A communique says that through Facebook and Instagram, the message has reached over 10 million people, even as two lakh users engaged with it, but we aren’t certain whether this was achieved via paid campaigns.

     

    Said Roch D’Souza, Marketing Head, Brand Factory: “Although we are known for great range of apparel at smart prices, we are not known for the winter collection category. Winter was a great opportunity to tell our customers just this through the campaign. And, what better than to have a category at its peak time on great discount! Results: a phenomenal success.”

     

    Added Ashish Rana, Business Head, Ideate Labs: “All fashion brands advertise for their winter collection and some players have large winter sales that are already extremely popular. Our task was to not only bring Brand Factory into the consideration set, but lead them to the stores. We created a campaign that truly cut ice with our audience, generated a whole lot of conversations, and better – led to an increase in footfalls!”

     

     

  • Brand Ambassador Deepika Padukone plays a quirky traffic cop in the new TVC

    Goibibo gets Deepika Padukone to promote GoCash+

    By A Correspondent

     

    Goibibo announced the launch of its new TV campaign with brand ambassador Deepika Padukone. The campaign highlights Goibibo’s e-wallet service – GoCash Plus and the benefits of the GoCash Plus feature on Goibibo’s platform.

     

    Said Rajesh Magow, Co-Founder & CEO-India, MakeMyTrip: “GoIbibo has been at the forefront of product innovations in the online travel aggregation space and GoCash+ is a great value proposition to increase engagement and retention amongst existing and potential customers. Collaborative consumption has emerged as a concept and is fast gaining speed in the Indian e-commerce segment as well. GoCash+ has been built on this concept. Since its launch, Goibibo has seen a huge traction on its platform and we feel with Deepika’s presence as the brand ambassador of Goibibo, will further help us build a huge amount of trust and reliability amongst customers with regards to hotel research, planning & booking on our platform and thereby, further our larger business objective of expanding the category and increasing our market share in the online hotel booking segment.”

     

    Commenting on the new marketing campaign, Saujanya Shrivastava, Group Chief Marketing Officer added: “The campaign is in line with the organization’s business strategy of online hotels category expansion and new user acquisition thereby driving growth for the travel industry at large. Goibibo’s natural appeal is with a younger, tech savvy, transaction focused customer. Traveling is more spontaneous and is always on their minds. Therefore, they are always planning and saving for trips. So the smarter they travel, the more they travel. Every rupee saved means more miles traveled. Leaning in on this insight, through this campaign, our aim is to connect with our audience via a quirky, engaging narrative that encourages users to leverage their socio-sphere to land not just great savings for themselves but also for their family and friends.” The company has launched a 360-degree marketing campaign created by Publicis Capital.

     

     

  • The challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense

    Varun Dhawan flaunts new moves in latest campaign for Lux Cozi

    By A Correspondent

     

    Lux Cozi is taking a step forward to increase its exposure and strengthen its connection with the masses via its latest campaign starring Varun Dhawan.

     

    Said Ashok Todi, Chairman, Lux Industries: “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Sunotohapnedilki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just 4 days.

     

    Added Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai: “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”

     

     

  • The film is being aired on national TV channels and can be watched during the ongoing India-South Africa cricket matches

    Ambuja Cement showcases its unbreakable strength in latest campaign

    By A Correspondent

     

    Ambuja Cements has rolled out its latest campaign that imbibes its underlying message of unbreakable strength. The latest film by Triton Communications takes the proposition forward with a new twist while reiterating its core message of strength.

     

    Said Ambuja Cement MD & CEO Ajay Kapur: “So far, all our advertisements have had a positive impact on our audience which is why they are relevant even today. The commercial has been executed flawlessly and it perfectly reflects our brand building strategy. 2018 will be a promising year for the cement industry and this advertisement will further help us strengthen our position in the market.”

     

     

  • The campaign questions the ardent followers of traditional big bikes

    Dominar 400 challenges the elephants again in latest campaign

    By A Correspondent

     

    Bajaj Auto’s Dominar 400 has unveiled a new campaign that questions ardent followers of traditional big bikes about their choice by highlighting shortcomings and encourage them to move on to modern-day motorcycling.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West (India): “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what will they choose to ride when they go touring.”

     

    Added Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country.  By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance? this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

     

     

  • The branding, which covers the body of the Jet Airways Boeing 737 aircraft, will be visible to those boarding the airplane irrespective of the boarding method

    Audi India brands a Jet Airways Boeing 737 with #A5BratPack

    By A Correspondent

     

    Audi India gave wings to its #A5BratPack campaign through a brand activation with Jet Airways. Jet Airways’ Boeing 737 airplane is being used as an example of progressive Out-of-home (OOH) platform in the form of  an ‘Airplane Wrap’ promoting the Audi A5 product line up, aimed at Audi prospects and customers boarding flights from multiple domestic locations. The branding, which covers the body of the Jet Airways Boeing 737 aircraft, will be visible to those boarding the airplane irrespective of the boarding method.

     

    “The #A5BratPack targets the young minded population that is instantly recognizable, the ones who have always taken on stardom and success on their terms. The product line up packs in the design, sportiness and prestige of the Audi brand and appeals to the inner brat in us who is waiting to latch onto the excitement. The#A5Bratpack campaign had been a non-conformist concept since its conception and execution, and in line with our progressive marketing approach, we decided to go larger than life and use an aircraft as an Out-of-home (OOH) platform to promote our Audi A5 range,” said Rahil Ansari, Head, Audi India.

     

     

  • Soho Square, Mumbai has conceptualised an extensive campaign featuring Bachchan in a witty character

    Amitabh Bachchan appointed brand ambassador for Lux Venus

    By A Correspondent

     

    Kolkata-based innerwear brand Lux, has roped in Amitabh Bachchan as the brand ambassador for Lux Venus.

     

    To connect the brand message ‘Yeh andar ki baat hai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Bachchan in a witty character.

     

    Ashok Todi

    Talking about this association, Ashok Todi, Chairman, Lux Industries said: “Similar to Mr. Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Mr. Bachchan’s personality. We hope to reach a wider market pan India with this endorsement.”

     

     

    Anuraag Khandelwal

    Speaking on the campaign, Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai added: “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Mr. Bachchan in a humorous as well as a memorable avatar. With Mr. Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses all over the country.”