MxMIndia

Category: MARKETING

  • #HappyRainbowBox is 360 degree campaign encompassing both ALT and BLT marketing vehicles

    Srei dials in happiness in latest brand campaign

    By A Correspondent

     

    Srei has launched a corporate campaign, #HappyRainbowBox, dialing in happiness as its raison d’etre. The TVC which has been conceptualised by Law & Kenneth Saatchi.

     

    Said Amitava Sinha, Group Head – Corporate Communications & Branding at Srei: “Considering this is perhaps the first time Srei is communicating with the general public whose lives we touch meaningfully but implicitly every day, we believe the #HappyRainbowBox will serve as an inspiring icon of our world view. We hope our message will encourage each of us to dip into our respective Happy Rainbow Boxes to inject just that little incremental dose of happiness and optimism around us.”

     

    Added Rohit Malkani, National Creative Director, Law & Kenneth Saatchi: “This has been a particularly rewarding project. The Power of Positivity is something that resonates with me personally and I think we were extremely fortunate to have a set of clients who pushed us to think beyond the category cues.”

     

     

  • The campaign is spearheaded by digital agency Mirum

    Franklin Templeton teaches women to be financially independent

    By A Correspondent

     

    Franklin Templeton Investments (India) flagged off a new storytelling video campaign around Women’s Day. The video titled ‘Invest for Progress’ seeks to encourage women about the importance of being financially independent and how it can be a stepping stone towards achieving their goals in life.

     

    Said Juzer Tambawalla, Head – Marketing, Franklin Templeton Investments – India:”It’s easy to earn but difficult to save and invest. This video seeks to encourage women to step up and achieve financial independence.”

     

    Added Geetanjali Sachwani, AVP – Marketing, Franklin Templeton Investments – India: “It is not just another celebration but a time for us as a society to reflect on how much have we progressed and what next? In times like now, learning to earn isn’t enough, learning to invest is the need of the hour.Our campaign on #InvestForProgress begins today but does not end anytime soon. This, in fact, is just the beginning.”

     

    The campaign is spearheaded by digital agency Mirum. Said Naila Patel, ECD, Mirum India: “For most Indian women, learning to earn is part of empowerment whereas learning to invest isn’t.  We wanted to change perspectives thus, #InvestForProgress.”

     

     

  • The partnership will provide fillip to BARC India’s plan of scaling up panel homes to multiples of the mandated 50,000

    BARC partners Airtel DTH for RPD

    By A Correspondent

     

    BARC India has taken a big step towards using Return Path Data (RPD) for TV viewership measurement. BARC India has tied up Airtel Digital TV, Airtel’s DTH arm, for including its subscriber homes into the BARC India RPD Panel. This partnership will provide fillip to BARC India’s plan of scaling up panel homes to multiples of the mandated 50,000.

     

    It may be noted that in October last year, BARC India had signed on multi system operator DEN Networks for measuring TV Viewership using RPD. By tying up with Airtel Digital TV, BARC India has successfully added a significant DTH subscriber base to its proposed RPD panel. BARC India will use a portion of Airtel Digital TV’s subscriber base to measure TV viewership via RPD.

     

    Romil Ramgarhia

    “Our partnership with Airtel Digital TV will strengthen our RPD rollout plan. Panel home expansion is absolutely critical for us considering the diversity in the country which is visible even in the way TV content is consumed. RPD, will give the industry a cost-effective way of expanding panel home size. The distribution platform owners too will benefit with RPD. It will give them a better understanding into what their subscribers are consuming on TV. This will help the industry at large,” said Romil Ramgarhia, CBO, BARC

     

     

    Sunil Taldar

    Added Sunil Taldar, CEO – DTH, Bharti Airtel: “We are pleased to partner BARC India and support their endeavour of compiling robust TV viewership insights. A credible resource like this will benefit the entire ecosystem including content producers, marketers and help in enhancing the experience for customers.”

     

    It may be recalled that on Monday, Dish TV had announced its decision to launch hybrid set-top boxes which will facilitated RPD. Tata Sky has already mandate WPP’s Kantar Media to research its RPD numbers.

     

     

  • The account was won following a direct pitch and will be handled out of the agency’s Delhi office

    Snapdeal assigns affiliate marketing duties to Columbus India

    By A Correspondent

     

    Columbus India, the digital agency from Dentsu Aegis Network, has been appointed as the affiliate marketing agency for Snapdeal. The account was won following a direct pitch and will be handled out of the agency’s Delhi office.

     

    As per the mandate, Columbus India will manage Snapdeal’s affiliate marketing programme which includes managing publishers globally. The agency will assign over 10 digital experts across offices in Delhi, Mumbai and Bangalore and will support Snapdeal in growing its affiliate programme.

     

    Said Anurag Gupta, CEO, Columbus India: “We look forward to this new engagement with Snapdeal and are putting all efforts to make this a success. With our performance marketing capabilities around e-commerce, we are confident of being able to help Snapdeal further strengthen its brand & business by increasing site visits, engagement and conversions.”

     

     

    Added Nitin Sabharwal, CBO, Columbus India: “For ecommerce companies, leveraging the affiliate channel is one of the most cost effective channels to achieve one-to-one performance marketing at scale. We are deploying the best in class solutions for Snapdeal to achieve their goals.

     

     

  • Featuring R. Madhavan, the campaign urges modern Indians to become a better version of themselves

    GSK urges Indians to choose the better protein

    By A Correspondent

     

    Horlicks has introduced a new campaign for its latest offering, Horlicks Protein+. Featuring actor R Madhavan, the campaign urges modern Indians to become a better version of themselves everyday by choosing the better protein.

     

    Said Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India while commenting on the product launch, said “With Horlicks Protein+, we seek to bring to our consumers, a better protein to help them with optimal nutrition needs of today’s busy lifestyle. The issue of loss of strength once one enters the later stages of adulthood, while a less discussed one, is a key determinant when it comes to performance, especially after the age of 30. With our latest campaign and partnership with Madhavan, we are confident that we will be able to generate the required awareness and educate the masses about how not only the quantity but also the quality of protein we consume is an equally important determinant for building muscle strength and consequently foster a healthy lifestyle.”

     

     

  • Ranveer Singh wears the new Signature collection that combines Italian design, lightweight materials and artisanal care for details

    Ranveer Singh urges to #DriveYourStory for Carrera

    By A Correspondent

     

    Carrera has launched its #DriveYourStory campaign that seeks to create a contemporary narrative that represents the spirit of the brand. Brand ambassador Ranveer Singh wears the new Signature collection that combines Italian design, lightweight materials and artisanal care for details with a dash of urban attitude.

     

    Talking about Carrera’s #driveyourstory campaign, Kyriakos Kofinas, Managing Director IMEA and APAC for Safilo Group, said: “We have had an amazing year of association with Ranveer Singh and he has added his charismatic flavour to the brand. We are delighted to kickstart the year by introducing our signature collection with Ranveer. It has been our constant endeavour to come up with innovative campaigns and collections that appeal to today’s millennials.”

     

     

  • The campaign features good exchange offers and EMI options with tenures up to 24 months

    Croma’s new campaign encourages an eco-friendly summer

    By A Correspondent

     

    Croma has launched a summer campaign promoting a switch to inverter ACs that promise to consume up to 40 per cent less electricity.

     

    Said Ritesh Ghosal – CMO, Croma (Infiniti Retail Ltd): “Last year 33 per cent of ACs sold by Croma were inverter ACs. This year, in line with our goal of promoting responsible consumption, we are trying to take this number up to the 100 per cent mark. Not only are we offering attractive exchange prices, we will also be planting a tree in the customer’s name for every old AC brought in.Past campaigns had shown that pure rational logic does not work to overcome people’s inertia therefore, the brief in this case was to deliver an emotive pitch.”

     

    Added KS Chakravarthy, the creative mind behind the TVC: “This campaign is a natural extension of Croma’s previous ‘Exchange Your E-junk for a tree’ initiative, continuing the theme of caring for the planet by saving energy.  A very complex and layered message was reduced to a one line call-to-action ‘Uncle will you plant a tree?’ With this one line, we have managed to grab the viewers’ interest, pique their curiosity and tap into their sense of responsibility towards the planet’s future in a disarming way, without sounding boring or preachy.”

     

     

  • HP is partnering with Girl Rising to elevate voices of people around the world advocating for equality

    HP supports women initiatives through latest campaign

    By A Correspondent

     

    HP is inviting girls to reinvent their stories and reach out for their dreams. In celebration of International Women’s Day, HP has released “Paro,” a short film shot in Kolkata, India that follows a girl’s journey as she discovers her passion for storytelling. Alongside the film, HP is introducing a range of social impact programs, rooted in the belief that technology can be a democratizing force in telling and sharing stories that matter.

     

    “At HP we are celebrating the women who drive us forward and empowering the next generation of female leaders,” said Dion Weisler, President and CEO, HP Inc. “Together we must take action and propel the industry forward through diversity and inclusion. This is more than a week to celebrate women, it’s an ongoing movement.”

     

    “While we work for progress today, it’s crucial to look ahead to the leaders of tomorrow,” added Lori Adelman, Director of Youth Engagement, Women Deliver. “HP will equip our young leaders with the tools and resources necessary to launch their platforms and spread change beyond their communities.”

     

     

  • The campaign makes the point, just as recipes are changing, so are relationships

    At 35, Maggi rolls out new thinking under ‘Kuch Achha Pak Raha Hai’

    By A Correspondent

     

    Brand Maggi which has turned 35 this year has rolled out its new campaign “Kuch Achha Pak Raha Hai” that recognises the changing status of women.

     

    Said Maarten Geraets, General Manager, Foods, Nestlé India: “Our consumers are seeking more information on our products than ever before, and this campaign will allow consumers to get the understanding they seek. Maggi aims to showcase the product journey, right from procurement of raw materials to the manufacturing, and the role it plays in your diet. The style of storytelling is aimed at eliciting interest amongst consumers and inviting them to ask any question. This campaign will leverage our 24×7 Consumer Engagement Services team and our digital asset – www.maggi.in. We are very happy to have partnered with Rocky and Mayur to make a series of digital films as part of this

     

    Maggi began its India journey in 1983, with the launch of the ‘two-minute’ noodles

     

     

  • The campaign addresses equality of the sexes by normalising conversation about gender roles and the evolution of the feminist movement

    W+K unveils #MarchOn campaign for IndiGo

    By A Correspondent

     

    This Women’s History Month, Wieden+Kennedy Delhi has revealed a campaign for IndiGo with a series of zines that feature in a special edition of IndiGo’s in-flight catalogue. The campaign has been live at airports and on social media ahead of March 8, International Women’s Day.

     

    “We’ve used insight from everyday situations that women find themselves in, and turned those into conversation-starters,” says Malavika Sharma, senior writer. “And the conversation we hope to generate will establish equality as a habit and an expectation.”

     

     

  • Leo-Burnett Orchard has created a video that showcases how women at Amanté understand women and work hard to create the perfect product for women

    Amante takes a fresh approach this Women’s Day

    By A Correspondent

     

    Amanté has taken a fresh approach for Women’s Day this year with a simple message – ‘when women support women, it makes for a happy Women’s Day’. The message stems from the fact that this brand employs over 65,000 women across the world. Right from the time the lingerie is a scribble on a sheet to the time it’s handed over to the customer, there is a woman who spearheads the whole process.

     

    Celebrating this thought, Amanté, along with its creative partner Leo-Burnett Orchard, has created a video that showcases how women at Amanté understand women and work hard to create the perfect product for women to help her get the support that she

     

    Said Smita Murarka, Head of Marketing at Amanté:  “What you see in this campaign is real empowerment. At Amanté, everyone from our designers to the tailors, to the fashion consultant at our stores, these women, understand our consumers. With deep care and expert skills, they help create and sell the perfect intimate wear for women. This is true embodiment of the line ‘Women for Women’. This is who we are, and this is what we do. This campaign is the brand’s way to invite you into our world and introduce you to our true heroes, our women. With this women’s day video we want to send across a message, that women everywhere are capable of incredible things if they support each other.”

     

    Added Sharmine Panthaky, Branch Head – Leo Burnett Orchard: “As one of India’s premium intimate wear brands, amanté is poised to take the conversation surrounding women empowerment to the next level. This is a powerful platform for the brand to own and the message has been timed perfectly,”

     

     

  • Bajaj Almond Drops campaign trended on twitter with the hashtag #LoadMatLo

    Bajaj Almond Drops hair oil relaunches its Load Mat Lo campaign

    By A Correspondent

     

    Bajaj Almond Drops has unveiled its integrated campaign titled ‘Load Mat Lo’, which features Parineeti Chopra as the brand ambassador.

     

    Commenting on the thought process behind this campaign, Sandeep Verma – President, S&M at Bajaj Corp said: “These days, young women shirk at the idea of oiling their hair. The core reason for this is the sticky and heavy feeling on the head. It feels like there is a ‘load’ on their head. However, with Bajaj Almond Drops hair oil they don’t need to worry about chip-chip and greasy hair. Bajaj Almond Drops hair oil gives their hair the nourishment it needs without the heavy feeling on the head. Our ‘Load Mat Lo’ campaign strives to provide a solution to the unnecessary worrying in the context of hair oiling.”