MxMIndia

Category: MARKETING

  • Maxus has been the media agency on record ever since the DTH service provider launched its operations in India in 2006

    Wavemaker India retains media mandate for Tata Sky

    By A Correspondent

     

    GroupM agency Wavemaker has announced the retention of media duties for Tata Sky. Maxus (now part of Wavemaker) has been the media agency on record ever since the DTH service provider launched its operations in India in 2006.

     

    Said Kartik Sharma, Managing Director – Wavemaker South Asia: “I am grateful to Tata Sky team for selecting us as their strategic media partners right from the start of their launch in India. Associating with Tata Sky for over a decade now has been an enriching experience for all of us. Tata Sky is one of our oldest client partners in India and we are extremely happy to continue our relationship with them. We are excited about our new global framework – ‘Rapid Growth Planning’ which will help Tata Sky in identifying growth opportunities and help in further strengthening the brand.”

     

    Added Malay Dikshit, Chief Communications Officer – ‎Tata Sky:  “GroupM has been associated with Tata Sky for the past 10 years and it was time that we scanned the media industry for best practices, great leadership and sound commercials. While there were some brilliant and very strong contenders delivering on all of these requirements, team Wavemaker stood a step ahead with their strategic steer and detailed planning. Tata Sky welcomes Wavemaker on board again.”

     

     

  • A unique narrative with 6 different endings featuring Parineeti Chopra as the protagonist

    Nivea Lipcare launches new digital campaign ‘Unlock your Sparkle’

    By A Correspondent

     

    Nivea has released its digital campaign titled ‘Unlock you Sparkle’ that has a series of six short, 30-seconds films, for Nivea Original Lipcare’s Sparkle range.Each of the films have a different twist and ending as per the type of the personality.

     

    Said Maximilian Wegener, Head-Nivea Skin Care Portfolio: “Nivea Lip Care is known to be the moisture expert around the world and the Original Care Lip Balm is the core of our assortment. In 2018, we wanted to offer an exciting, attractive limited edition to young consumers – six collectible sparkly outfits with Nivea classic original care inside. Right on trend of bling and glitter, these six sparkling outfits are an essential to every girl’s handbag. The campaign is quite unique as it is centered around expressing personality facets. Just like how every personality has multiple facets, our Nivea Lip Care Sparkle Edition has multiple colors. Each color represents a personality trait, be it boldness, creativity, drama, poise etc”.

     

    Commenting on the film, Parineeti Chopra said: “I love the new Nivea Sparkle lip care range and I know young girls would enjoy using them too. The digital film series is unique in its approach because of the six different narratives and it almost felt like shooting a film show-reel. I also believe that it is one the smartest campaigns as it portrays 6 different moods and personalities, and interestingly there is this one single product that suits them all”.

     

    Added Mark Mcdonald, Head of Creative, DigitasLBi, Mumbai: “Nivea’s Original Care Lip Balm has always been an essential part of any lip care routine. Now with the new limited-edition sparkle packaging, they are the perfect match to your style and personality as well. Given the level of interaction and personalization the digital medium offers, it made sense to do a film that allowed each colour and personality type to be explored in a fun way. The key of course was identifying the kind of personality types our TG would resonate with, and then fitting those types to each colour. Shooting the film was a challenge, given the unique format of six endings. But thanks to an amazing performance by Parineeti and great direction, we managed to pull it off well.”

     

     

  • Voice is the next big step in computing, notes the Zenith Global Intelligence 2018 – The Year Ahead report

    Voice & what it means for Marketers

     

    Republished from Zenith’s ‘Global Intelligence 2018 – The Year Ahead’ report

     

    Predictions for 2017

    Voice is the next big step in computing, after the transition from desktop to smartphone. Developments in machine learning and natural-language processing have driven the rapid growth of voice search and smart speakers, promising dramatic changes in the way we search, shop and interact with companies. The interface is simple and delivers a single, best answer, instead of the slew of search results we are accustomed to onscreen. These devices also play music, set timers, control other devices about the home, and place shopping orders.

     

    What happened in 2017?

    Thanks to a sharp fall in prices, smart speakers have become true mass-market devices, with 33.2 million shipped over the past 12 months according to Canalys. Smart speakers are becoming the central control hubs for the smart home. Using them quickly becomes a habit – they are not a short-lived fad.

    Voice shopping is picking up quickly. Amazon’s Alexa adds items to a shopping basket and completes the purchase using just voice commands, and even offered exclusive deals on Black Friday. Still, brands have had trouble redefining themselves for this new reality, after spending years perfecting the arts of designing, packaging and marketing their products visually.

     

    What’s next?

    According to Gartner, voice search will be the fastest growing mobile search channel in 2018, and com Score predicts 50% of all searches will be made by voice in 2020. Google’s aim is to improve its ‘Answer Box’ to provide the most accurate and best content. The same principle works for Google Home and Alexa, which are focusing on the best products and services to ensure good experiences for consumers. We’ll see intelligent services learn not just to talk to us but to learn to recognise emotion, engage and have meaningful conversations.

     

    The big tech companies – Google, Amazon, Microsoft and Apple – are fighting to deepen consumer engagement by embedding their assistant platforms across all consumer electronics. Other companies recognise the need to improve time to market through collaboration, partnerships and open platforms. For example, numerous car manufacturers are integrating voice assistants into their 2018 and 2019 models, and Samsung is bringing its voice assistant Bixby to its smart TV sets and Family Hub fridges.

     

    By the end of 2018, voice will have changed the way devices and applications are designed, and will be on the way to becoming the primary interface by which we engage with technology and the world around us

     

    What does this mean for marketers?

    As consumers become accustomed to digital assistants, they will start to expect more from them. They’ll seek out virtual personalities that have the power to entertain, educate, befriend and heal. For smart brands, it’s time to start thinking beyond virtual assistance – and about true virtual companionship.

     

    In the immediate future, device manufacturers are banking on voice-enabled devices to usher in a new era of smart homes controlled by the gadgets they sell. The winning virtual assistant will be the one that first achieves ubiquity. It’s about doing everything, and being everywhere.

     

    Big leaps in voice interaction require large volumes of data for machine learning to crunch. Marketers will need to have a comprehensive data strategy in place to improve the value of their services.

     

    As shopping powered by voice technology gains traction, marketers will rethink their business models. Modern voice systems are built around conversations, through intelligent multi-stage conversational interfaces, so brands will have to make shopping for their products and services an intuitive experience. Brands should also look out for new opportunities as the likes of Amazon and Google seek to monetise their smart speakers, by ads or other commercial partnerships.

     

    Republished from Zenith’s ‘Global Intelligence 2018 – The Year Ahead’ report

     

     

  • The agency will manage the brand’s entire digital and social media mandate

    Indigo Consulting bags Garnier India’s digital portfolio

    By A Correspondent

    Publicis Communications’ specialised digital agency, Indigo Consulting, has won the digital duties for L’Oreal India’s personal care brand, Garnier India. The agency will look after the digital and social media mandate for the brand. The account will be handled out of the agency’s Mumbai office, and was won after a multi-agency pitch.

    Pankaj Sharma

    Speaking about bringing Indigo Consulting on board as its digital agency, Pankaj Sharma, General Manager, Garnier India said: “The team at Indigo displayed an indepth understanding of how to make our brands relevant on social media. This, coupled with their consumer-centric approach and their data-driven insights made us believe that they are the right partner for us. I am sure they will help us become the most loved beauty brand in India.”

    Rajesh Ghatge

    Added Rajesh Ghatge, CEO, Indigo Consulting: “We are glad to be working with Garnier to lead this digital evolution through meaningful content and deep engagement. Today, the burden of behaviour change is almost entirely on the traditional TV commercial. But at Indigo Consulting, we will make an impact by leveraging our ‘Play’ platform. Play uses data across social and other channels to create result-oriented experiences for the brand on digital. I look forward to our team creating some fantastic digital acts for this exciting brand.”

     

     

  • The NRI service by SBI include instant fund transfer, loan credit against fixed deposits, home and car loan application, among many others

    SBI exhibits benefits of its NRI banking services in latest campaign

    By A Correspondent

     

    Given the Indian diaspora being the largest in the world with over 15 million Indians living abroad, according to a United Nations survey in 2017, State Bank of India and its agency DDB Mudra have unveiled a new campaign.

     

    Said Dinesh Menon, CMO, SBI: “Communication of NRI services have mostly been centered around a bank’s international network / presence and the range of services a bank provides. So, it’s largely been at a very rational level.

     

    Added Shagun Seda, Group Creative Director, DDB Mudra West: “Everybody knows what SBI does, but what people don’t know is the subtle ways in which it touches our life and makes it easier. This becomes even more evident when you are working and living abroad. So instead of selling the NRI services to customers, we sold them a relatable family, a tricky situation and then everything else just fell into place.

     

     

  • The account size is estimated to be upwards of Rs 50 crore

    Havas Media bags integrated media duties of Muthoot Pappachan Group

    By A Correspondent

     

    Havas Media India has bagged the integrated media duties of Muthoot Pappachan Group (MPG), a leading financial services conglomerate along with business ventures in various other domains.

     

    The account size is estimated to be upwards of Rs 50 crore and will be handled out of the Bengaluru and Kochi offices led by Saurabh Jain, Vice President – South, Havas Media India.

     

    Said Sanjeev Shukla, Group Chief Marketing Officer, Muthoot Pappachan Group: “Being a legacy company, it is paramount that we maintain our reputation that has been shaped over decades with high quality practices towards helping ordinary men and women fulfil their dreams, while adopting and preparing ourselves for the next generation. Havas’ agility and consumer-centric approach has made us believe that they are the right partner for us. We hope this partnership takes the brand to newer heights and towards meaningful growth.”

     

    Added Anita Nayyar, CEO, Havas Media Group, India and South Asia: “We are excited to kick start the year with a legacy brand like Muthoot. Being in a highly regulated domain, consumer trust and transparency will be at the core of Muthoot’s marketing strategy. With this win, we have strengthened our operations in the South and are aiming to expand our footprint. We look forward to a meaningful association and to add to the relationship of belief and trust with customers that Muthoot has built since 1887.”

     

     

  • In December, Café TC launched an exclusive set of Friday Night deals – Not 2 B Missed Deals

    Dentsu Webchutney executes ‘Not 2 B Missed Deals’ in a unique way

    By A Correspondent

     

    Café TC and Dentsu Webchutney launched a new campaign to make people aware of ‘Not 2 B Missed Deals’ using Truecaller in an innovative way.

     

    Said Gaurav Soral, Founder, Café TC: “When the team told me that they want to use Truecaller, I quickly asked them about the ad size, placement, costing and things like that. The team requested me to let them finish. And when they did, the idea got us all very excited.”

     

    Added Sudesh Samaria, Chief Creative Officer and Co-Founder, Dentsu Webchutney: “We are always looking for new technology, new platforms and new ways of using existing platforms. Missed Caller is a showcase of our ability to tell stories effectively using cutting-edge innovation.”

     

     

  • Isobar India has created an interactive approach to engross consumers by extending the stretch feature of the product on the banner itself

    Isobar launches mobile ad campaign for Wrangler’s ‘Stretch Plus’ collection

    By A Correspondent

     

    Isobar India has collaborated with Wrangler to help the brand launch its latest collection, ‘Stretch Plus’ in India. As part of the launch, the agency has devised and executed a digital media campaign for the Wrangler that focusses on engaging followers with the product’s latest feature, ‘Extra Stretch’.

     

    Suraj Nagappa

    Speaking on the launch of the campaign, Suraj Nagappa, Vice President, Isobar India said: “Our objective is to nudge the audience and make them experience the stretch feature and drive home the point, albeit in a non-preachy manner. We wanted to appeal to the viewer’s reason, and not just feeling.  The brand positioning has witnessed a significant shift to adapt to the evolving consumer behaviour. The Stretch Plus campaign has rightfully delivered on the requirement of Wrangler’s new age consumers.”

     

    Rohini Haldea

    Added Rohini Haldea, Marketing Head – Wrangler: “Interactive ads are a good way for brands to get consumers’ attention and engage with them in a way that is meaningful to the brand. With the interactive ad feature, Wrangler’s Stretch Plus campaign is aimed at creating a digital experience that highlights the product benefits in an engaging manner and incentivises the consumer to try the product.”

     

     

  • The new logo and brand philosophy highlights 40-year-old V-Guard Industries’ endeavor  in becoming a next generation, smart, technology driven organization that promises to enrich lives with thoughtful products

    V-Guard unveils new brand identiity

    By A Correspondent

     

    V-Guard Industries Limited unveiled its new identity and  vision for the brand.  Said Mithun Chittilappilly, Managing Director, V-Guard Industries: “They say life begins at 40 and at V-Guard it certainly does. And to live that, we have decided to re-invent ourselves completely. We are not just thinking up the next innovation. We are constantly seeking to understand human life and its relationship with tools and appliances. And then to evolve a seamless experience with thoughtfully engineered products in our quest to enriching consumer lives. We took a conscious call to go beyond not just being a trustworthy, reliable, honest brand but  to also evolve into a thoughtful, inspiring and dynamic trendsetter. The new identity reinforces the new age values that we would want to imbibe in our endevour to create thoughtfully smart and technologically intuitive products for our discerning consumers”

     

     

  • Starting this month, Smriti Mandhana will be seen promoting Power’s latest range – XO Rise

    Smriti Mandhana appointed brand ambassador for Bata’s Power

    By A Correspondent

     

    Bata has announced its association with Smriti Mandhana, the opening batsman of Indian women’s cricket team. Currently on the tour of South Africa as the Vice-Captain of the ODI squad, Mandhana will be the new face of Power – the sportswear brand from Bata.

     

    Said Sandeep Kataria, Country Manager, Bata India – “Smriti is undeniably one of the most talented sports personalities and a strong role model for all youngsters. We are honored to have Smriti who has brought such glory to our country, as the face of brand POWER. Together, we hope to inspire and motivate young Indians, to start an active and healthy lifestyle. Our goal is to provide excellent value to our customers and succeed as the India’s leading athletic and sport-lifestyle footwear brand.”

     

     

  • The TVC made by Mullen Lintas tries to define the different mind-sets and present a separate app for each

    Motilal Oswal Securities unveils new brand campaign

    By A Correspondent

     

    Motilal Oswal Securities has unveiled its new brand campaign to promote its mobile stock trading app. The TVC made by Mullen Lintas tries to define the different mind-sets and present a separate app for each.

     

    Speaking on the ad, Ramnik Chhabra, Head – Marketing – MOFSL, commented: “Investing and Trading in terms of mind-set and styles is as different as Test Cricket and 20-20. One is slow and steady and the other is dhan dhan dhan. Each requires a different approach and skills. Our two separate mobile trading applications provide separate tools and information customised for an Investor or a Trader and that’s what the campaign tries to highlight.”

     

    Added Ayyappan Raj, Executive Vice President – Mullen Lintas: “The fundamental approach that we have on Motilal Oswal is to find interesting human observations and deliver the product, service metaphor through that. That’s what we did with the last campaign “when you focus on one thing, you master it” for the 30yrs Equity story by showcasing people and how they’re the best at what they do. So, this time when we had to communicate that Motilal Oswal has two different apps for two different consumer groups (the traders and the investors), we have tried telling this by showing two different types of people with their interesting, differentiated personalities and thereby introducing the apps for all their needs. We’re quite happy with the way it’s turned out.”

     

     

  • The actor will be representing The Muthoot Group across their national campaigns

    Amitabh Bachchan appointed brand ambassador for Muthoot Group

    By A Correspondent

     

    The Muthoot Group has signed on actor Amitabh Bachchan as its brand ambassador. The actor will be representing the group across various national campaigns.

     

    Speaking of the association, Alexander George Muthoot, Deputy Managing Director, The Muthoot Group said: “We are extremely pleased that Mr Bachchan will be representing The Muthoot Group as our Brand Ambassador. Mr Bachchan is a living legend – both on and off the screen. He combines his extraordinary performance on screen with his legacy and values – precisely what we, at The Muthoot Group, also stand for. The diverse roles that he has played over his illustrious career also resonates with our 18-diversified business divisions – all of which are doing meaningful work in their respective areas. We are certain that this association will be an enormous momentum boost for us and will resonate across generations of fans.”